A fatal marketing oversight is the fixation on sounding professional. All that third-person narrative sounds robotic, and you’re not going to connect with your audience if you’re not relatable. Lisa Cron, author of Wired for Story, says, “We think in story. It’s hardwired in our brain. It’s how we make strategic sense of the otherwise overwhelming world around us.” No matter how awesome a website might look, if its content sounds like the people behind the operation are a bunch of lifeless drones, will the brand really capture your attention for very long? Answer: likely not. Your brand’s story needs to read like the first page of a good book—draw your readers in with a strong hook, and your chances of getting through to them soar. The reason we love social media the way we do is because it makes everyone and everything more personal and relative to our own lives. How many of Justin Bieber’s 43+million twitter followers know the kid IRL? Next to none. But how many of his fans feel like they know him personally because they follow his daily grind on the internet? Probably all of them. Nobody is interested in a brand that hovers above the general population in some kind of obscure, corporate cloud; they want to get to know the brands who are rubbing elbows with all the Average Joes. In order to stand out from the thousands of other blogs in your industry, you need to be distinctive. You need a brand personality that stands out, and your voice needs to tell a compelling story. Look to see what everybody else is doing, what stories they’re telling, and the language they’re using, then give it your own spin. Whatever story you’re trying to communicate, you need to offer it to your audience in a light that illuminates your best qualities that set you apart from the rest. Don’t sit there with your head in your hands, despairing over the fact that you’re not the next Joseph Pulitzer, convinced that you can’t tell a winning story. Everyone has their individual talents, and fortunately for you, Fat Guy has your storytelling needs covered. While it’s true your brand personality will benefit exponentially from a well-told story, you can leave the story-crafting to the experts, and you keep focusing on what you do best—running your business.
Do You Have the Storytelling Skills to Convey Your Brand Personality?
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