Using Stories to Cut Through the Noise…
& Gain a Competitive Business Advantage

Attention is the commodity and stories are the currency… that was the headline of a recent email in my inbox.

Is that true? Do stories really get our attention?

The answer is yes… and this is not new news. Stories have captured people’s attention for centuries. And stories have been used in business for a long time to… my old friend Michael Gerber, the author of The E-Myth Revisited: Why Most Small Businesses Don’t Work and What to Do About It, has been urging business owners to clearly articulate their stories for 30 years.

The reason for the recent resurgence in the topic of storytelling is the noise, or clutter, that marketers are dealing with today… and today’s amazing technology.

According to Jay Walker-Smith we’ve gone from being exposed to about 500 ads a day back in the 1970’s to as many as 5,000 a day today. I know that I have become desensitized to ads… the fact is I don’t even see most of them… they’re just a blur to me… and to you… and to just about everybody else.

Stories, at least good interesting stories, catch our attention and our imagination. 

Today digital storytelling has proven it’s self to be incredibly effective at cutting through the noise and clutter. One good example is “The Girl Effect”, a simple but high-impact video which injects a new urgency into the issue of global child poverty. https://www.youtube.com/watch?v=WIvmE4_KMNw.

The story of Zappo’s and Tom’s Shoes are two more. Both are compelling and widely shared…

Elf on the Shelf built a product and a business around a story and in the process created a new tradition.

Stories are everywhere in modern marketing success.

Now with social media amplifying reach word of mouth marketing nearly every business can extend it presence by making it easy for their fans to share information with their friends… social sharing is easy… creating content that is worthy of being shared is another story… ahhh… another STORY.

Storytelling through social media 

Whether you use images or infographics, video or Vine, promoting your business using digital storytelling methods means you’re not just relaying information, but making that information come to life.

Whatever message you’re trying to communicate, digital media and social distribution channels can provide creative ways to get it in front of new potential customers. Whether you’re showing creative ways your product can be used, or demonstrating that your values differentiate your from your competitors or promoting specialist skills in your organization, social media provides a targeted and concise way to communicate digestible information which helps build awareness.

Creativity is key 

Creativity is key to cutting through the digital noise and actually creating a competitive advantage for your brand.

What’s your story? 

Why does your company operate the way it does?

Is there a story behind your product or service? Perhaps the way you do things… or the reason behind the way.

Bring you, your team, your products or services, your customers, to life. Engage me in your story, I bet I’ll love it… and I may even tell some of my friends… and they might tell some of their friends and so on, and so on and so on.

All the best,
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