We're sure you've heard many times how important story is in marketing, right?
It's that thing that makes you unique and stands out. It's the thing that grabs the attention of your audience and builds a relationship with them.
Story is powerful, and we think having a few guidelines to break down How to use story is always good! Would that be helpful?
Create a clear BEFORE and AFTER
You’ve seen before and after pictures, and whether you like them or not, they sure do an excellent job of showing the transformation that has occurred, right? Your story needs to do a great job of this as well. When we ask our clients to share their experience that we can then use as a testimonial, we always ask them to answer these two questions:
Where were you before you began working with OM?
Where are you now after working with OM?
Whether it’s a client story or your own, position it so that the change is evident!
Share Story Snippets
We think something that can overwhelm us in sharing the story is that we feel like we have to create a novel and structure it correctly. That is a huge task and often not necessary. When we talk about sharing stories, we suggest just sharing snippets!
Don’t try to SELL your Story
Stop spelling things out and trying to sell your readers on your STORY. Ex) “The moral is….” Instead, share the facts and let your reader read between the lines just a little bit. It’s so much more powerful to be shown than to be told.
And to take things a bit further, we have a simple little formula that we think can help you incorporate humor! Let us know how it goes, and if you’d like, We’d love to see what you come up with!
Formula for Humor:
Share a situation of your own factually, surrounding your potential client’s pain point, that they can identify with, without sharing from a victim perspective.
Quickly juxtapose it with a silly (and stated, even deadpan) fact that lightens the mood and shows humility.
Share the unfortunate ending to your circumstance and repeat tactic #2
Now go onto the cool learning that finishes a wonderful AFTER, gives hope, and pushes the “I need that button!”
We are dedicated to working with physicians, small businesses, and people who care about making an impact, adding value, and growing with the utmost intention and empathy. #WEAREOM
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