Want to know how important “storytelling” is in business? Check out this article from Forbes Online from Dan Schwabel. Whether it is internal or external marketing of your company or brand, storytelling is the key to success.
People will tell stories about you and your company whether you want them to or not. Fortunately, you can help choose which ones they tell. The way you do that? You tell them first.
Great article from Jeff Welch of Mercury csc , regarding having companies figure out what business they’re REALLY in. The outside view of an advertising agency can help in that process. Remember, if U can’t measure, U can’t manage. Thanks, Jeff!
Marketing, dogged by the old adage, “I know half of my advertising works, I just don’t know which half,” has long been viewed as Uncertainty’s handmaiden. It’s one of the main reasons that marketers have rushed headlong into all things digital. “Now we measure everything,” the thinking goes — as we should.
Yet much to the industry’s dismay, Uncertainty lingers. That’s explained by another wise old adage: “The best form of advertising is word of mouth.” Word of mouth doesn’t occur unless you do a lot of things right. Really right. Experientially right. Advertising can’t gloss over anything. s
It was over 10 years ago, during my media sales career, that I learned how important effective storytelling is in conveying a message that people will pay attention and respond to. Last night, I was reminded of why the legendary comic, Bill Cosby, has been so popular and beloved over multiple generations…
Simply put, he is a master storyteller.
After seeing Cosby‘s (who is now approaching 80) most recent concert on TV Land over the holiday weekend, I decided to YouTube one of his classic routines from 1968, “To Russell, My Brother, Whom I Slept With”, and play it for my daughters. This was a routine that my older brother and I memorized word-for-word back in the day. Fast forward to now and I still remember most of the routine by heart.
As a kid, I remember being able to visualize each aspect of The Cos having to sleep in the same bed as his younger brother and the mayhem that ensued. Sure, there were exaggerations to his story; but that is what made it so engrossing. (Click below to listen)
Bill Cosby has always been able to get you on his side and pull you in to his world. That is what effective storytelling does. Most people genuinely like Bill Cosby, and therefore are more apt to pay attention to his message.
When it comes to your small business, what story do you tell? Is it all about you? Or, do you focus on helping people solve their problems and getting people to WANT to do business with you?
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