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Why All Companies Need a Story

Written by: Cidnee Stephen

Article Overview: Stories capture our attention quickly. They are more entertaining than straight facts and allow us to take a complicated topic and explain it in such a way that it is appealing to a listener. So why does a company need to tell a story? Simply put, it gives you control over what and how people talk about you, your products and services.

Why All Companies Need a Story

Think about the last time you and a friend raved about a product or a service. Did you talk about the company's motto or its whole product line? Of course not, more than likely you told a story about your experience with that company. You might have had a personal anecdote about the person you dealt with or their stellar service. Maybe you found their product out of this world!

Stories capture our attention quickly. They are more entertaining than straight facts and allow us to take a complicated topic and explain it in such a way that it is appealing to a listener.

So why does a company need to tell a story? Simply put, it gives you control over what and how people talk about you, your products and services.

A story:

• helps you to build credibility and trust
• simplifies a product, service or a process
• builds a case with the emotional buyer
• differentiates you from your competition

Choosing your story

In his latest bestseller "All Marketers Are Liars," Seth Godin talks about choosing a commonly held viewpoint in the marketplace and then aligning your story to that viewpoint. Your story MUST be consistent with what you can realistically deliver.

If you can relate with a commonly held viewpoint and then deliver on that viewpoint, your story will be successful. When your story is successful your audience will embrace it and spread the good news by word of mouth.

While having a story is important for all businesses, it is doubly important for the small business. Stories and testimonials are your two strongest ways to build trust and credibility affordably.

Recommended Reading

This is a book about doing what consumers demand— painting vivid pictures that they choose to believe. Every organization must understand that the rules have changed again. In an economy where the richest have an infinite number of choices (and no time to make them), every organization is a marketer and all marketing is about telling stories.

Our Review
Seth Godin's book is an easy and entertaining read. While it focuses mostly on business-to- consumer marketing, the principles are very similar for business-to-business products and services.

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Article Tags: all marketers are liars, audience, bestseller, choices, consumers, credibility, infinite number, last time, listener, marketer, marketers, motto, personal anecdote, seth godin, small business, stellar service, straight facts, viewpoint, word of mouth, world stories



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