It’s not your numbers that make you interesting. It’s not your title, your logo, your tagline, your brand promise. It’s not the colors you agonized over for your website. It’s not about what you’ve accomplished, because to me, that’s already in the past.
I want to follow your story. I want to follow your tomorrow, your hope for what’s next and your aspirations for how the world around you – however small – is going to be better for your presence. That can be making a better ballpoint pen, or building the nanostructures that will cure cancer. But tell me something interesting.
You don’t have to be big to have a story. True North is a snack company telling stories about its community, not just it’s snacks. Their stories draw you in, and tell you a little something about the nature of that company, make you want to know more. When I see them on the shelf, I’ll be intrigued. Not by their almonds alone, but by the fact that they’re committed to being and becoming something more interesting.
You don’t have to be small and quirky to have a story, either. During the Masters, Exxon Mobil ran a series of spots talking about their Mickelson teacher’s academy and their education initiatives. They’re talking about the future. Not laboring in the past, over things that have always been. They’re weaving stories. Focusing on what’s next for their industry, their company, their community. And they’re talking about it.
Your followers or blog subscribers or poorly veiled pitches disguised as e-books don’t tell me a thing about you, and flaunting them makes me wonder what’s behind it all.
Your press release on your blog doesn’t inspire me to think of you in a different, fascinating, personality-infused light.
Your carefully crafted brand message doesn’t motivate me to see my world differently and change my perspective on how and where I fit, either with or without you.
Convention is convention because it’s always been there, and there may well be a place for that. Sometimes. But in amidst the noise, I want to hear your voice. I want you to stand out, to rise above your function and instead find your purpose. I want to know why you’re here, what makes up the fabric of you.
Won’t you put down your style manual, your brand guidelines, your notions of what you think will make me open my wallet or write something nice about you?
Won’t you stop trying to get my attention by waving frantically, and instead invite me to hear a quiet story that’s instead been written just for me?
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excellent post…
Robert Denes last blog post..PJ Harvey Live At the Fillmore East in NYC
excellent post…
Robert Denes last blog post..PJ Harvey Live At the Fillmore East in NYC
I can’t help but suspect that this post was inspired in part by all your recent click-my-junkers. 🙂
But you’re right – we, as humans love stories. How else would we have such a lucrative movie industry? How else would fairy tales have been passed down for generations?
People are such sticklers for whatever “formulas” they think they’re supposed to follow, whether it comes to selling something, impressing somebody, baking a cake, blah blah blah … and at the same time these who religiously adhere to convention look down upon those who live in cookie-cutter houses or whatever and frown upon what they consider “unoriginality.” [insert your case study/example/whatever here]
Really it all comes down to personalization, and not form letters that look personalized, because we can tell the difference. It comes down to actually knowing your target/prospect/whatever, and if not actually knowing, actually caring to know them and establishing trust by sharing a piece of yourself, your life, your perspective, your community, your whatever that makes you you.
David Meerman Scott couldn’t be any more right when he said “Nobody cares about your products except you. What your buyers do care about are themselves. And they care a great deal about solving their problems.”
I forgot where I was going with this. Strange how I can totally follow others’ stories but I have a hard time following myself most of the time!
Stacy Lukass last blog post..“This Ain’t Flint”: Ain’t a campaign, but it ain’t social media at work, either.
I can’t help but suspect that this post was inspired in part by all your recent click-my-junkers. 🙂
But you’re right – we, as humans love stories. How else would we have such a lucrative movie industry? How else would fairy tales have been passed down for generations?
People are such sticklers for whatever “formulas” they think they’re supposed to follow, whether it comes to selling something, impressing somebody, baking a cake, blah blah blah … and at the same time these who religiously adhere to convention look down upon those who live in cookie-cutter houses or whatever and frown upon what they consider “unoriginality.” [insert your case study/example/whatever here]
Really it all comes down to personalization, and not form letters that look personalized, because we can tell the difference. It comes down to actually knowing your target/prospect/whatever, and if not actually knowing, actually caring to know them and establishing trust by sharing a piece of yourself, your life, your perspective, your community, your whatever that makes you you.
David Meerman Scott couldn’t be any more right when he said “Nobody cares about your products except you. What your buyers do care about are themselves. And they care a great deal about solving their problems.”
I forgot where I was going with this. Strange how I can totally follow others’ stories but I have a hard time following myself most of the time!
Stacy Lukass last blog post..“This Ain’t Flint”: Ain’t a campaign, but it ain’t social media at work, either.
Love this post, Amber. It really is something for all of us to think about as I don’t think many see what we do, as a story; compared to just another business strategy.
The story helps the community of the business or blog, *relate* to that company/person and remember them for reasons other than their kickass marketing campaign.
Now, to put your thoughts into action for myself!
Sonny Gills last blog post..The Lost Art of Relationship Building
Love this post, Amber. It really is something for all of us to think about as I don’t think many see what we do, as a story; compared to just another business strategy.
The story helps the community of the business or blog, *relate* to that company/person and remember them for reasons other than their kickass marketing campaign.
Now, to put your thoughts into action for myself!
Sonny Gills last blog post..The Lost Art of Relationship Building
Wow… I completely agree with you and couldn’t have said it better myself.
This comes down to the TRUST and TRANSPARENCY issue which we talked a lot about at Module 09. I believe in stories and everyone has one. People need to be authentic and know they matter.
Jamie Favreaus last blog post..The Leukemia Ball and I!
Wow… I completely agree with you and couldn’t have said it better myself.
This comes down to the TRUST and TRANSPARENCY issue which we talked a lot about at Module 09. I believe in stories and everyone has one. People need to be authentic and know they matter.
Jamie Favreaus last blog post..The Leukemia Ball and I!
@Sonny you hit on it: something to be remembered. Something that lingers long after some clever turn of copy or catchy phrase has gotten lost in the archives.
It’s about creating something enduring. I know I sound all fuzzy. But truly. What are we doing if we aren’t here to contribute something of a legacy? I don’t want someone to remember my campaign. I want someone to remember that I did something positive for them, whatever little or big thing that may be. Isn’t that the thing that lasts?
This is precisely why I continue to seek out interesting people to share their stories–successes and hindrances–on how and why they use social media to do the things they do. If you click my name above, you can see a page on my blog that lists all of the best practices to date; and if you click the “last blog post” below, you can read the most recent.
I agree that sharing stories is key to relationship building. That’s what cave dwellers did once upon a time, and that’s what we continue to do today.
Ari Herzogs last blog post..Guest Interview with Stoya: Sex Starlet Talks Back
This is precisely why I continue to seek out interesting people to share their stories–successes and hindrances–on how and why they use social media to do the things they do. If you click my name above, you can see a page on my blog that lists all of the best practices to date; and if you click the “last blog post” below, you can read the most recent.
I agree that sharing stories is key to relationship building. That’s what cave dwellers did once upon a time, and that’s what we continue to do today.
Ari Herzogs last blog post..Guest Interview with Stoya: Sex Starlet Talks Back
@Ari Did you seriously just leave a comment on this post, of all posts, pimping links to your blog? Seriously?
@Amber I’m not sure if Ari even realized that he click-my-junk’d you. I can’t speak for him, but it doesn’t look intentional. . . just inadvertently ironic.
I giggled, anyway. 🙂
Stacy Lukass last blog post..“This Ain’t Flint”: Ain’t a campaign, but it ain’t social media at work, either.
@Amber I’m not sure if Ari even realized that he click-my-junk’d you. I can’t speak for him, but it doesn’t look intentional. . . just inadvertently ironic.
I giggled, anyway. 🙂
Stacy Lukass last blog post..“This Ain’t Flint”: Ain’t a campaign, but it ain’t social media at work, either.
Cave dwellers. Funny, that.
Cave dwellers. Funny, that.
There’s a Walt Whitman line that Robin Williams’ character quotes in “Dead Poets Society”:
“That the powerful play goes on and you may contribute a verse.”
The context in the movie is far different, of course, but I love that line as a philosophy to guide brand stories. Don’t try so hard to BE the story — let your audience be your story, and let your brand contribute a verse.
Scott Hepburns last blog post..PR/Marketing Vet Scott Hepburn Is Now A Free Agent
There’s a Walt Whitman line that Robin Williams’ character quotes in “Dead Poets Society”:
“That the powerful play goes on and you may contribute a verse.”
The context in the movie is far different, of course, but I love that line as a philosophy to guide brand stories. Don’t try so hard to BE the story — let your audience be your story, and let your brand contribute a verse.
Scott Hepburns last blog post..PR/Marketing Vet Scott Hepburn Is Now A Free Agent
This is the kind of post that makes me grateful to be coming to PR/marketing from a journalism background, rather than a degree program or internship or agency. I’ve been telling stories for 8 years, only now instead of telling one story at a time, I’m figuring out how to spread them out for one company for the long term. This gives me hope that I’ll be good at doing that. Thank you.
Christa M. Millers last blog post..Branding police work via social media
This is the kind of post that makes me grateful to be coming to PR/marketing from a journalism background, rather than a degree program or internship or agency. I’ve been telling stories for 8 years, only now instead of telling one story at a time, I’m figuring out how to spread them out for one company for the long term. This gives me hope that I’ll be good at doing that. Thank you.
Christa M. Millers last blog post..Branding police work via social media
The truth is, the real storytellers are the ones who are making the biggest waves. All the rest just fade into the background after a while.
Susan Murphys last blog post..The Day Twitter (or Facebook, or MySpace) Died
The truth is, the real storytellers are the ones who are making the biggest waves. All the rest just fade into the background after a while.
Susan Murphys last blog post..The Day Twitter (or Facebook, or MySpace) Died
So true…stories are the foundation, everything else is window treatment.
So true…stories are the foundation, everything else is window treatment.
Thank you for writing this post. I have believed in the power of a story to change lives. It has been hard to ignore the people yelling everyday about their products instead of engaging people. The results of my efforts may be smaller, but they are more sincere and I enjoy doing what I do everyday.
Stories get passed down from generation to generation. Ads just get passed.
Judiths last blog post..Dear Kid Saturday
Thank you for writing this post. I have believed in the power of a story to change lives. It has been hard to ignore the people yelling everyday about their products instead of engaging people. The results of my efforts may be smaller, but they are more sincere and I enjoy doing what I do everyday.
Stories get passed down from generation to generation. Ads just get passed.
Judiths last blog post..Dear Kid Saturday
Great post I agree that the story is the most important thing about a brand. It is what draws attention and makes people stick around. The hardest thing I am finding is how to convey this story to everyone. To do it tactfully yet also make people aware of it.
Jared O’Tooles last blog post..Former VP of Coca-Cola Laura Lopez Explains Personal Branding
Stories=Awesome. Click my Junk=Lame.
Simple when you think about it. Difficult for some to wrap their heads around though. If you have an interesting story, people will get interested, start talking and drive buzz. If you go for the short tail…you might get a few thousand clicks. Other then that probably little else.
I’ll stick with stories.
Stuart Fosters last blog post..A 12 Step Program to End PR Fail
Great post I agree that the story is the most important thing about a brand. It is what draws attention and makes people stick around. The hardest thing I am finding is how to convey this story to everyone. To do it tactfully yet also make people aware of it.
Jared O’Tooles last blog post..Former VP of Coca-Cola Laura Lopez Explains Personal Branding
Stories=Awesome. Click my Junk=Lame.
Simple when you think about it. Difficult for some to wrap their heads around though. If you have an interesting story, people will get interested, start talking and drive buzz. If you go for the short tail…you might get a few thousand clicks. Other then that probably little else.
I’ll stick with stories.
Stuart Fosters last blog post..A 12 Step Program to End PR Fail
Stories evoke feelings in people. Ads don’t. People remember how they felt. This should be required reading for companies planning how to help their customers.
One thing to expand on, companies shouldn’t focus on “how do we come up with stories” to tell. Stories are organically generated. Stories are a b-product of helping your customer, focusing on their needs and problems. If brands do this, there will be plenty of amazing stories to tell, and a line of happy customers willing to tell them.
Ken Burbarys last blog post..The Lost Art of Common Sense in Digital Marketing
Stories evoke feelings in people. Ads don’t. People remember how they felt. This should be required reading for companies planning how to help their customers.
One thing to expand on, companies shouldn’t focus on “how do we come up with stories” to tell. Stories are organically generated. Stories are a b-product of helping your customer, focusing on their needs and problems. If brands do this, there will be plenty of amazing stories to tell, and a line of happy customers willing to tell them.
Ken Burbarys last blog post..The Lost Art of Common Sense in Digital Marketing
Another winner, Amber. I’ve been trying to figure out a way to tell the story of a company’s mistakes. However, it is very frightening for a company to lead with the missteps.
I’ll keep trying
Because, the vulnerabilities, failings and mistakes of the past are what makes us human (aka real). The hopes and dreams you so eloquently address are what makes us want to carry on in the future. Combine the two and the character of the company is not only compelling, but, more importantly, human.
Jake Yarbroughs last blog post..Why so happy?
Another winner, Amber. I’ve been trying to figure out a way to tell the story of a company’s mistakes. However, it is very frightening for a company to lead with the missteps.
I’ll keep trying
Because, the vulnerabilities, failings and mistakes of the past are what makes us human (aka real). The hopes and dreams you so eloquently address are what makes us want to carry on in the future. Combine the two and the character of the company is not only compelling, but, more importantly, human.
Jake Yarbroughs last blog post..Why so happy?
You wrote about the importance of people sharing stories, Amber. I commented my agreement, pointing your readers and others stumbling across this blog post who-knows-when to a running compendium of people sharing stories. The fact you have the CommentLuv plugin installed and I took advantage of that is, like Stacy alluded, ironic at best.
You wrote about the importance of people sharing stories, Amber. I commented my agreement, pointing your readers and others stumbling across this blog post who-knows-when to a running compendium of people sharing stories. The fact you have the CommentLuv plugin installed and I took advantage of that is, like Stacy alluded, ironic at best.
Excellent post Amber.
I love hearing a good story from a company or fellow business owner. And if you can tell me a story I relate to, where I can connect and be made to feel part of the solution because you care enough about me and what I think…. that is something I will follow and develop loyalty around.
Jack Smiths last blog post..Social Media Panel
Excellent post Amber.
I love hearing a good story from a company or fellow business owner. And if you can tell me a story I relate to, where I can connect and be made to feel part of the solution because you care enough about me and what I think…. that is something I will follow and develop loyalty around.
Jack Smiths last blog post..Social Media Panel
@Jake I love that thought. What is it that makes us so afraid of admitting error? Is it that people really believe us if we say we’re without chinks in our armor? Out of sight, out of mind? I’ve learned an awful lot from mistakes, both other peoples and most certainly my own.
Hey, Amber. I’m with Scott and his Dead Poet’s Society reference. Sometimes, efforts that are too scripted, too intentional and planned come across as forced and artificial. Those that have been Risk-Analyzed to the nth degree eliminate the spontaneity and the authenticity, even the vulnerability that makes a brand feel approachable, genuine.
It’s easy to tell which companies have been overly-committeed, have had their professional decorator come in and stage the set. I want instead the story that grew from someone’s heartfelt idea and their passion to share.
PS–Um,to me it really does seem like some blatant pimping was going on above. Bleh, gak.
Heather Rasts last blog post..I Win/You Win: Finding Balance In Business Relationships
Hey, Amber. I’m with Scott and his Dead Poet’s Society reference. Sometimes, efforts that are too scripted, too intentional and planned come across as forced and artificial. Those that have been Risk-Analyzed to the nth degree eliminate the spontaneity and the authenticity, even the vulnerability that makes a brand feel approachable, genuine.
It’s easy to tell which companies have been overly-committeed, have had their professional decorator come in and stage the set. I want instead the story that grew from someone’s heartfelt idea and their passion to share.
PS–Um,to me it really does seem like some blatant pimping was going on above. Bleh, gak.
Heather Rasts last blog post..I Win/You Win: Finding Balance In Business Relationships
A truly beautiful post. Thanks.
tom martins last blog post..You can’t win on price.
A truly beautiful post. Thanks.
tom martins last blog post..You can’t win on price.
Wow, very enlightening! Thanks for your expertise and insight! I need to make my blogs a bit more personal. Tell the story…thanks!
Best, Barbara
Wow, very enlightening! Thanks for your expertise and insight! I need to make my blogs a bit more personal. Tell the story…thanks!
Best, Barbara
As children we all loved to listen to a good story. As we grow older, we don’t lose that desire. Amber’s blog is an excellent reminder that we all need to become good storytellers as we promote our businesses and organizations. Our audiences are eagerly awaiting…
As children we all loved to listen to a good story. As we grow older, we don’t lose that desire. Amber’s blog is an excellent reminder that we all need to become good storytellers as we promote our businesses and organizations. Our audiences are eagerly awaiting…
This is the best post about marketing/communications I’ve read all year. Hands down.
Drews last blog post..Free Book for Print Designers Transitioning to Web
This is the best post about marketing/communications I’ve read all year. Hands down.
Drews last blog post..Free Book for Print Designers Transitioning to Web
amber, great post but i’d like to take exception to the people who think ads can’t rise to the level of stories in persuading customers to think more favorably about a product or service, or that they can’t be as well remembered. to make a point, do these phrases — yes, from ads — mean anything to all of you? can’t you complete the sentence? (if they don’t/you can’t, it’s a sign that i’ve got more than a few years on you…)
“__________ spells relief.”
” plop, plop, fizz fizz _____________”
“just __________”
“when you care enough to _____________”
“it’s more expensive, but _____________”
“_____________the beef?”
my point is, some ads can in fact be highly memorable, and create in the viewer the type of emotion that propels action, loyalty over time, even advocacy. some ads are like train wrecks — we hate them, we turn the sound down, we flip the channel, we go to the loo, whatever — and so an ads ability to simply generate recall is not enough… great ads have to have the same quality of that interesting story, the thing that makes it worth listening to, worth sharing, worth remembering. done well, ads make great lures to the great stories you’re looking to tell.
amber, great post but i’d like to take exception to the people who think ads can’t rise to the level of stories in persuading customers to think more favorably about a product or service, or that they can’t be as well remembered. to make a point, do these phrases — yes, from ads — mean anything to all of you? can’t you complete the sentence? (if they don’t/you can’t, it’s a sign that i’ve got more than a few years on you…)
“__________ spells relief.”
” plop, plop, fizz fizz _____________”
“just __________”
“when you care enough to _____________”
“it’s more expensive, but _____________”
“_____________the beef?”
my point is, some ads can in fact be highly memorable, and create in the viewer the type of emotion that propels action, loyalty over time, even advocacy. some ads are like train wrecks — we hate them, we turn the sound down, we flip the channel, we go to the loo, whatever — and so an ads ability to simply generate recall is not enough… great ads have to have the same quality of that interesting story, the thing that makes it worth listening to, worth sharing, worth remembering. done well, ads make great lures to the great stories you’re looking to tell.