Are Your Communications REALLY Communicating?
What is storytelling? Are you effectively incorporating storytelling techniques into your overall communications strategy? During his time in the Business Growth Café, Jayson Duncan, Chief Storyteller of Miller Farm Media, explained that storytelling is simply a form of communication, often told from a singular perspective. While it is important to communicate value to your customers and prospects, people don’t typically care about your brand’s story – they care about their own. Effective storytelling bridges these two narratives. By emphasizing how your brand can help solve a problem for the prospect, you tie your brand story and customer journey together, and pave a path to success in the eyes of the consumer. Embrace a customer-first, customer-centric communications strategy. Take the time to understand your customer’s pain points, what drives them, what their needs are, and then work backwards to ensure that you are communicating in a way that shows your prospects that you can fulfill these needs. Face-to-face communication in the form of video is one of the most powerful tools that we have. We can supercharge this powerful tool by incorporating our sales process into our overall strategy, so videos are not just visually stimulating, but also effective in achieving the intended results. In an era in which creating videos is more inexpensive than ever, it is crucial to differentiate yourself and your message to communicate effectively. How can you communicate with your customers throughout their buying journey, and develop a customer journey sales funnel from the moment they become aware of the product until the actual purchase? Rather than having generalized content, create individual pieces of content for each stage of the customer journey, in order to establish touchpoints along the path. Integration of communication is also important, as you work to build awareness, interest, consideration all the way through your communications campaign to drive trial. For more insight on this topic and much more, listen to my recent interview with Jayson Duncan of Miller Farm Media, on my radio show, Business Growth Cafe, here:
To subscribe to Business Growth Cafe for weekly insight on several business topics, visit businessgrowthcafe.com or your favorite podcasting platform.