![]() They don’t appeal to individual customers and are targeted at industries, not people. However, this beautiful symbiotic relationship between sales and marketing doesn’t always function so well.Īllegedly, according to SOME salespeople (not “mine,” of course), the presentations and storytelling materials that marketing teams create are too broad. ![]() Then, sales teams pitch the stories to customers who quickly marvel and buy. It’s easy: marketers gather the data and craft stories that customers might like. Marketing and sales teams should work together like a hammer and a nail. Designed and delivered storytelling marketing presentations where marketers share customer stories with the teamĪrm Your Sales Teams with Stories They Can Really Use.Consumer documentary videos that tell real-life stories of customers.Installations like “customer rooms” that build out customer archetypes with video, posters, life artifacts, and more. ![]() To that end, she recommends we use storytelling in marketing team persona work and to create some pretty cool customer-simulation experiences: It should attract as much creativity and investment in time as brand storytelling through marketing communications.” “Storytelling which evokes empathy for customers is proven to be a powerful way of communicating strategy to employees at every level of the organization and inspiring effective strategic action. Author Claire Brooks explains in her book, Marketing with Strategic Empathy. The result is the feeling of empathy…Science!Įmpathy-building can go far beyond persona work in storytelling marketing, though. Paul Zak, telling emotional and character-driven stories boost the levels of oxytocin in the brain. In short, you have to empathize with them.Īccording to scientist Dr. And to be relevant to your audience you have to understand what matters to them, what they’re struggling with, and show them how your offer helps solve their pain. But they won’t even look at your message, let alone respond to it if it’s not relevant to them. The goal for any marketing or sales activity is ultimately to generate a result – to get your audience to respond to your message and take action on it. Why do we do this? In an interview, Duarte’s Chief Strategy Officer, Patti Sanchez provided some insight: We want them to be the heroes of their own story. Then, we imagine what our companies can do to help them succeed. We build characters and focus on their frustrations and challenges. The persona exercise relies on interviewing customers in order to tell accurate and meaningful life stories. One of the most conspicuous places we use storytelling in marketing strategy is in creating customer personas. Relating to your customer can make the difference between a well-received campaign or a flop. Marketers should have a solid foundation of empathy before they try and sell anything to anyone. Use Storytelling to Empathize With Your Customers ![]() Marketers can use storytelling techniques to better understand customers, arm sales teams, get bigger budgets, and even edify a company’s culture. ![]() I can’t even help but joyfully tear up every single time I watch Google’s “Reunion” ad.įortunately, the positive and empathy-inducing effects of storytelling can also be experienced (without the tears) when you bring storytelling into your organization. Have you ever watched video ads released by Nike, or Google, or Airbnb? I love that stuff. They often describe the common storytelling techniques that creative teams use to stir up emotion via beautiful advertising videos. So many of the articles about storytelling in marketing focus on brand storytelling. Business, Culture, Sales and marketing, Storytelling, Strategy ![]()
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