Finding & Telling Your Marketing Story: Part II

In a previous blog, I wrote about the importance of appealing to the senses and using visuals (photographs, videos) in marketing stories. In this blog, I’d like to focus on another aspect of great story telling: characters.

All stories have characters, even if the only character is the narrator. But as a business owner you have access to a slew of characters:

  • Yourself
  • Your staff
  • Your former customers
  • The audience you are writing for (past, future and/or current customers).

As I’ve often mentioned before, the most powerful phrase in marketing is “we can solve your problem.” That one phrase includes two strong characters, the “we” (the business owner and staff) and the “you” (the customer). Give that “we” more personality by writing blog posts or articles or online biographies that introduce you and your staff. Let your character shine forth in Q&A (FAQ) pages. Even if they aren’t customer-facing, let your staff make their presence known in photos and Meet the Team pages.

As for your former customers, they are truly “well rounded characters” and a great source of marketing stories, especially case studies and success stories. Please interview them! When I interview customers for my clients, I am always amazed at the generosity of the interviewees in sharing their time and their experiences to help another business. They recount experiences that make more positive, more detailed and more compelling stories than the business owner could have imagined.

Every story benefits from characters that seem to step right off the page; and your customers, staff and you are just such characters. Let your marketing story benefit from characters that lift your dry recital of facts to another level, where people are communicating directly with each other. I’ll be happy to help.

TWP Marketing & Technical Communications provides freelance writing services for companies in New Hampshire and throughout the US.