Life is a story. So is business. It doesn’t matter how technical a thing you’re selling. It doesn’t even matter if you are B2B. People are the ones you depend on to buy what you are selling, and people love a good story.
To make the most of your marketing, it is essential that it revolves around a story that your customer can relate to, one that they want to be a part of.
For example, restaurants don’t advertise their ingredients so much anymore. They advertise what their food will do for the customer, and even more, they advertise the experience of going to their restaurant. A TGI Friday tells you a story about having a great time at their restaurant, letting go of your worries, watching the game, laughing and enjoying the company, flirting with the booth across the way, whatever the scenario may be, and they hope you see that and say, “I should be having fun like that, I’m going to go to that restaurant.” What’s that have to do with the food they sell? Not much. You see this trend everywhere, hotels, resorts, retailers, everywhere.
How can you do this?
Put yourself in the customer’s shoes; listen to them and what they want. Why would they come to you? It can’t just be “cheap or quality” it has to go into their psychology, how they feel. Do you sell something that makes them feel healthy? Happy? Safe? Does your service ensure their financial future or let them save enough to send a kid to college? What’s in it for them?
Draw out several scenarios that take different angles, then test them and see which angles work best for your business.