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Stories Without Substance Are Like Breathing Without Air
Your business might experience a slow death, but nonetheless, lack of substance will kill your relationships in B2B and B2C verticals.
Though there’s more to substance than simply having content on your website and social platforms. The substance must be substantive to your audience. This is where many biz stories go south.
Honesty Overrides Strategic Manipulation
Today’s consumer is different. As Gen Zs take a stronghold of America’s buying power their preferences will be more important than ever to your marketing initiatives.
Not only do they research products and services to the nth degree, they genuinely care about brand story and company mission. If these don’t resonate with your audience, they will be on to the next (your competitors).
If you’re lucky, they won’t virally call you out for disingenuousness. But we all know how much people tend to use any excuse to rant. Avoid the negative rant. Tell your story as if your corporate life depends on it. Because it does.
Hone Your Elevator Pitch
Never heard of an elevator pitch? No, it’s not a pitch deck. An elevator pitch is a quick message (that you verbally share) that explains who you are, what you do, and why it’s relevant. Said in a matter of 45 seconds or less.
That’s. Not. Easy. But it’s crucial to your marketing content. Here’s why.
Employees Are Salespeople
Business owners had an idea and a vision when they first opened their doors. Reflect back on your early days. Now, if you asked any one of your employees what your company’s elevator pitch was, how would they respond?
Imagine if your writers and designers didn’t know your elevator pitch and they are the ones ideating and generating your marketing content. No wonder your marketing is off-target! Once you can encapsulate your brand messaging succinctly, your storytelling is better able to reach your audience(s), authentically.
‘Why’ Should They Care?
When you remember your ‘why’ – the purpose of your company’s being, your storytelling will have a built-in foundation to draw upon.
No matter the subject matter your content represents, it must be written and visually display a story than aligns with your ‘why’.
Best Practices in Storytelling
- Decide on presentation angle; fiction, non-fiction, or fantasy
- Identify your audience and position content to them
- Ensure that copy tone and language support audience
- Ensure that imagery (or lack of) aligns with story
- Ask yourself, “If I were the reader/viewer, would I care?”
- Create a beginning, middle, and an end
- If you want to engage social responses, allow room for followers to consider alternate story endings
- Always review content to gage whether it reflects your brand.
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Marketing Tips & News
From the Eminent Team
Growing Your Business By Targeting Your Smallest Viable Audience
Business success and market reach go hand-in-hand, though more isn’t necessarily better. Targeting a smaller audience that naturally believes in your brand or finds your story compelling is best and will lead to more conversions.