Sell Your Story, Not Your Product
We all know a good ad when we see one. It’s simple, it’s clever, and it makes you feel things.
Why is this?
The brain has two sides: the left side which deals with the essentials of business – price, specifications and logic (the stuff you forget right away) and the right side: which deals with human emotions (the stuff that you sticks with you.)
“Right-brain dominance is the new source of competitive advantage.” – Daniel Pink, author of Drive.
So how do some brands manage to stick in our minds, while others put us to sleep?
Two words: Features vs Benefits
Show don’t tell, share don’t sell, you’ve heard it all before. Below is best and simplest example I like to share. Which of the two messages are you most likely to resonate with?
But don’t be fooled by its simplicity! Telling a good story takes practise. Here are some tips to make yours a memorable one.
Show, don’t tell.
A good story doesn’t have to be in text form. Does your brand lend itself to a more creative way of sharing your vision? A video, an infographic, an interview perhaps? Explore and experiment with different formats and mediums that allow you to share your vision and make a lasting impression on your prospective customers.
Make the customer the hero
Features vs benefits. Don’t fall into the trap of merely listing what your product is. A good way to avoid this is putting your customer at the heart of your story. By telling us a story about someone (very much like us) experiencing a problem (very much like ours) you’ll be able to establish an immediate emotional connection that will positions us favourably toward your product/ solution.
Don’t make things up
We all hate being misled. Adverts do enough of that. Customers embrace stories for its authenticity. For the brand experience and journey you take them on. Remember, the best brands are human brands. Building trust and relationships take time!
Our final piece of advice? Your story doesn’t need to be long. But it has to hit home. The best example of this:
“Everyone’s private driver”