Storytelling is an established, proven marketing technique. The reason is simple – stories resonate with people. We are linear and analogue and – generally speaking – we act on experience and emotion, not just logic and data. When someone tells us a story we respond with empathy and insight, and we mirror the teller’s experience. If it’s a really good story we even get a little shot of dopamine, which heightens the connection and makes it more memorable. You don’t get that from a pricelist.
As PR and communications professionals, we are story tellers. We look for stories. We pitch stories to journalists and stakeholders. We track stories in the press, on social media and on websites. We tell our customers’ stories, offering something for their audience to relate to, and – ultimately – we convert that audience to customers.
Trust means that you rely on someone else to do the right thing. You believe in the person’s integrity and strength. Trust is essential to an effective working relationship, because it provides a sense of security and what’s more it can save time, increase productivity and improve creativity. And yet we live in a society that seems to abide by the ‘you can’t trust anyone these days’ rule.
You know the situation – as a business owner or in-house marketing guru you’ve been doing your own marketing. It’s been going well, but your company has grown and you know that you need to up the level. Or perhaps you feel like you’re falling behind your competition, and you look at their marketing with a hint of envy. In either case, you want to do more but you know you’re not ready to have a full time in-house team.