We are not one for ongoing beef, but we sure are fans of great storytelling. Last week's Apple Music Super Bowl Halftime Show was just that. Whether you loved or hated it, the fact of the matter is that a rich narrative was unfolding right before your very eyes. What we witnessed wasn't a performance but a story of a people, a country, and the ongoing conflict that continually impedes the deep reconciliation they both secretly long for. Why use such an enormous stage to showcase this tale? It's quite simple, really. We were paying attention, and we all love a good story.
We are enthralled with stories because they tap into something deeply human. The narratives we hear and the ones that we tell are a way to connect emotionally, but they also serve a deeper purpose. They help us make sense of the world and process our experiences. At their core, stories often explore universal human themes like love, fear, ambition, and redemption—things we all can relate to, regardless of our background or culture.
Here's a little secret (maybe not so little or not so much of a secret): We remember what we relate to. We form a bond, and a relationship begins to develop with the things that strike a cord. It becomes engrained within our DNA, fuses to our bones, and is sketched on the screen of our minds. It's almost impossible to sever the thoughts and separate from those things we hold close. So, why would we eliminate or not integrate stories in our business communications? Are we not building brands and producing organizations we desire our audience never to forget?
The goal of marketing is not to make noise or be seen as a distraction. Marketing should not be an add-on but an investment in a conversation with your audience. Investment doesn't only equate to dollars, but it also means time and commitment. When marketing speaks, it does so to be heard, understood, and received. Any other objective is missing the point. Most of us make the mistake of treating marketing as an information delivery medium. We use it as a means to get our word out and satisfy our own ambitions. We want sales. We hunger for conversions. Give us our revenue now! This egocentric focus is the driver behind our marketing. We go right for the transaction, overlooking customer relationships.
The power of marketing is so much more. It commands its audience to attention and grasps their ears. With the knowledge of who we are conversing with, marketing conveys a narrative that directly hits home for its listeners. When struck with a message, they can see themselves in it; the audience is at attention, paying attention, and giving marketing its undivided attention. What got them there, you ask? Great question. The story woven throughout the message. When your communications become a vehicle that conveys the who, what, where, when, why, and how, the audience is locked in.
Think about it. We've talked more about the halftime show than the game. The Chiefs versus the Eagles was an incredible rematch. Who can forget the sacks, interceptions, and 50-yard passes for a touchdown? Yet, the takeaway was a message spoken aloud in a 13-minute performance. The obsession of deciphering every word, every song, and every move continues today. Social media can't get enough of Uncle Sam, Serena Williams, and "They Not Like Us" appearances. Kendrick Lamar gave us something to talk about as should you.
You have an audience ready to hear and customers wanting to listen. The question is, will you take the time and patience needed to craft a story about them AND you? If this answer is yes, then step one is this. Know who it is you're talking to. You have to get to know your audience to do so well. Stop putting them in your shoes and begin to slip on theirs. Your story isn't necessarily their story. Take the bold step to understand them so you can start to share with them something that will strike A CHORD!
Storytelling in marketing is an art form. Check out some ways we assist with your technique.
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