Thanks to the rise in the use of smartphones and tablets adults spend, on average, 20 hours a week on digital media.
Over 4 million blog posts are published on the internet every day. Every single day. Not to mention 500 million tweets and 420 facebook posts.
This means that you have to constantly battle to get your prospective customers attention. One way to do this is with content. If it is done correctly, your content can attract potential customers to your website, engage them and turn them into leads, and nurture them to become actual customers.
But you can’t do this with content that markets to them. Customers are increasingly becoming savvy and they are not interested in what you want to promote. They want to read a story that entertains them and that they can learn from.
Potential customers don’t want to just hear about the benefits and features of your product, they want to read about how it changed the lives of people who used it.
They don’t want to read a list of the services you offer, they want to read about how your clients achieved the outcome they wanted with your help.
They don’t even want to know about your team’s expertise and skills, they want to read how this knowledge that you have had an impact on someone or something.
When it comes to business, telling your customers a story helps you to create a contrast between the choices they are facing. After all, there are probably a million and one companies selling a similar product or service to yours – what is it that makes you stand out.
After all, as the famous book by Martin Butler says “people don’t buy what you sell, they buy what you stand for.” Your business’s story is what makes your business stand out from the crowd in this crowded informational marketplace we are all trading in today.
Telling your potential customers a story about your business can help them to imagine themselves as a character in the story, they can put themselves in the shoes of an existing customer you have helped. It can also help to change the way they feel and think about your business.
And when we talk about telling a story, we don’t mean you should write a lengthy ebook – you can use storytelling techniques in:
- Blogs
- Case studies
- Emails
- Guides
- Videos
The list really is endless.
So, how can you tell your customers the story of why you are doing what you are doing in a way in which appeals to them?
Well, instead of starting with the what and how start with the why. Why are you doing what you are doing?
When you start with what you are engaging with the part of your customer’s brain that is analytical, whereas the how and why communicate your feelings and deal with human behaviours. This is important because logic is very rarely remembered, but the emotion is.
Whenever you sit down to write some content, remember you are dealing with people and not machines. Whatever your business sells, at the end of the day you are providing an answer, relieving stress and making life easier for the end-user.
If you need help with telling the story of your business, get in touch with Zool. We can help you to tell your story and educate your customers, to create trust in your brand.
Tell your customers a story, don’t market to them
Content Writing & Blogs Digital / Dec 16, 2019
Thanks to the rise in the use of smartphones and tablets adults spend, on average, 20 hours a week on digital media.
Over 4 million blog posts are published on the internet every day. Every single day. Not to mention 500 million tweets and 420 facebook posts.
This means that you have to constantly battle to get your prospective customers attention. One way to do this is with content. If it is done correctly, your content can attract potential customers to your website, engage them and turn them into leads, and nurture them to become actual customers.
But you can’t do this with content that markets to them. Customers are increasingly becoming savvy and they are not interested in what you want to promote. They want to read a story that entertains them and that they can learn from.
Potential customers don’t want to just hear about the benefits and features of your product, they want to read about how it changed the lives of people who used it.
They don’t want to read a list of the services you offer, they want to read about how your clients achieved the outcome they wanted with your help.
They don’t even want to know about your team’s expertise and skills, they want to read how this knowledge that you have had an impact on someone or something.
When it comes to business, telling your customers a story helps you to create a contrast between the choices they are facing. After all, there are probably a million and one companies selling a similar product or service to yours – what is it that makes you stand out.
After all, as the famous book by Martin Butler says “people don’t buy what you sell, they buy what you stand for.” Your business’s story is what makes your business stand out from the crowd in this crowded informational marketplace we are all trading in today.
Telling your potential customers a story about your business can help them to imagine themselves as a character in the story, they can put themselves in the shoes of an existing customer you have helped. It can also help to change the way they feel and think about your business.
And when we talk about telling a story, we don’t mean you should write a lengthy ebook – you can use storytelling techniques in:
- Blogs
- Case studies
- Emails
- Guides
- Videos
The list really is endless.
So, how can you tell your customers the story of why you are doing what you are doing in a way in which appeals to them?
Well, instead of starting with the what and how start with the why. Why are you doing what you are doing?
When you start with what you are engaging with the part of your customer’s brain that is analytical, whereas the how and why communicate your feelings and deal with human behaviours. This is important because logic is very rarely remembered, but the emotion is.
Whenever you sit down to write some content, remember you are dealing with people and not machines. Whatever your business sells, at the end of the day you are providing an answer, relieving stress and making life easier for the end-user.
If you need help with telling the story of your business, get in touch with Zool. We can help you to tell your story and educate your customers, to create trust in your brand.
