When you purchase the new iPhone6 you are not simply buying a new phone. When you purchase a brand new BMW M-series you are not simply buying a new car. When you purchase a new pair of Nike Free Runs you are not simply buying a new pair of shoes.
What you are buying is a brand, their business values, and a story.
Why do people love buying from these companies? Are their products heads and shoulders above those of the competition? Not necessarily. Are their products the cheapest? Definitely not.
Let there be no confusion here: it doesn’t matter if you are the CEO of Apple or the owner of the local bakery, your values and business story are just as important as the products and services you are offering.
With hundreds and thousands of brands and businesses fighting for limited consumer attention, you need to stand out. You need to be unique and loud, and this is where effective storytelling can really make the world of difference.
Describing how your business came about and what your business does is not effective storytelling. Great storytelling is about leveraging a fascinating narrative to describe what makes your business unique. People would much prefer to hear this than the boring facts about how great your products are.
Effective storytelling is limited by your ability to capture and retain your audience’s attention. An oversized or confusing business story will fail to do either of these things.
You also need to appeal to your audience emotionally but keep it simple and relevant.
It’s important to distinguish where your target audience is spending time online. Social media, blogs, email, review platforms. Being able to effectively distribute your story online while maintaining multiple online accounts and having a functional website are essential in the digital age.
Video content has become the most effective way to convey your business story online. If you’re not doing it, there’s a good chance one of your competitors are.
Telling and selling your business story is integral to your success. Effective storytelling will make an emotional connection with your audience which is essential when creating long-term relationships.
At Surf Pacific, we work closely with clients and business owners carefully curating a business story. This story is what helps build and strengthen customer retention and differentiate Surf Pacific clients from the competition.