People are Motivated by the Stories Your Brand Tells
We humans, need stories. Stories help us believe, build faith, and sometimes even take decisions during tough times. Storytelling begins at an early age and we build upon it throughout our youth and adult life. Given the importance of storytelling in our lives, are we using it enough, or at all in our effort to reach customers? It all starts with recognizing the customers as individuals with hopes, aspirations, and needs rather than a metric or sales target. This understanding helps us create a more empathetic approach towards our customers. We start identifying people who might truly need our offering and how it can help them in solving their pain point. As marketers, we need to stop blindly pushing products. By understanding the emotions and thought process of our customers, we can help create a story which they identify with. When they read your story, they relate to it through their own journey and experiences. This brings them closer to finding a need for your offering in their lives. Many a times, the right story does not even need to be targeted at a particular audience with a certain pain point. The beauty of stories is that since it is a narrative and not a pitch, people are more open to it. People who were oblivious of the need of your product in their lives, might realize that they have something to gain from it. Therefore, stories are a wonderful way of creating awareness.