Many marketers approach storytelling backwards.
They create their story based on the facts, features and benefits they want to convey to the audience … they focus on what they offer, what their expertise is, how their product or service works … they select or create a platform they’d like to use to tell that story … and they hope they’ll find and engage their audience.
Then they wonder why it falls flat.
The simple truth is: Your target audience really isn’t interested in you. They ARE interested in themselves.
So, the best way to be successful at storytelling is to start with listening to your audience. Identify who you really want to reach and what makes them different. Uncover what’s important, interesting and engaging to them. Explore and ask them:
- What do they want and need?
- What problems, issues or concerns do they have?
- Who do they identify with or relate to?
- Who do they believe or find most credible?
- What point of view are they operating from?
- Where do they get their information?
- What will make an emotional connection with them?
- What is their personal payoff from your story – that is, what’s in it for them?
- What format, vehicle and media do they prefer to receive their stories in?
To be a successful storyteller, build your story around your audience’s preferences … not your own.
Tell it in a way that meets their wants, needs, desires and interests … not your own.
And tell it in the form, format, media and channel that they prefer to view, listen to, read and/or follow … not your own.
Before you start creating your story, put yourself in their shoes. And remember, it’s NOT about you or your product, it’s about them.
To succeed, make their story yours.