Every brand has a story, and if you are not effectively telling that story to consumers, then you are missing out on a tremendous opportunity to create brand loyalty and attract new customers. In fact, with compelling storytelling, you can increase the value of your product or service.
Psychologists have studied how people react to ads and have found that content that stirs an emotional response has the most significant potential to motivate a consumer to buy or to become a raving fan of a particular brand. As a business owner, you know your story, but you might not have the storytelling skills to captivate an audience best.
How veterans learn to tell stories
As a veteran myself, I know that serving in the military for four years and deploying to Iraq for a year refined my storytelling abilities. I still remember the day that I came home from Iraq. I was sitting in the airport, undoubtedly happy to soon be reuniting with family and friends but still nervous and anxious about my buddies left behind. The first question a civilian asked me was, “How was it over there?” My objective was to deliver a quick, one-sentence response until a follow-up question required that I elaborate on my story. The civilian asked, “Aren’t you soldiers over there just fighting for oil?”
What proceeded next was a five-minute story that consisted of a firsthand account of the work our combat troops were accomplishing while fighting for our country’s freedom. It was satisfying for me to see the transition in the man’s face as he listened to my story, got swept up in the emotions it brought about, and the look on his face when he finally understood the meaningful work that was being done. That’s the power of storytelling.
As it turned out, this was not an isolated incident. I have now told…
