Are you finding it difficult to tolerate your newsfeed these days with sponsored brand ads that seem off-target and pushy? Their stories lack integrity, authenticity and connection.
Why are so many brands getting it wrong and how do you get it right?
There are lots of things that go into a great story so let's start with a few simple ones:
You need a hero (and no, this is not a tribute to Bonnie Tyler)
This can be your founder, your people, your customers. Focus on one character at a time - someone that your audience can empathise and identify with. Keep them relatable and authentic. Give them a reason for being in your story.
What’s the goal, obstacle or problem?
Who are you trying to save? How high was that glass ceiling? What is your “raison d’etre”? Raising a lofty goal and tying the innate Values and Guiding Principles of your brand makes it clear why you are here telling your story. You have a great reason to be out here touting and virtue signalling instead of coming off as tooting your own horn. Nothing says in your face like a ‘salesy’ story of the digital nomad who is now making 7 figures selling personal coaching through a Sponsored Ad funnel. Find your mountain pinnacle or crux.
Who’s the underdog?
It could be your clients. It could be someone halfway around the world, it could be your best friend. The underdog is whomever your solution is helping. TOMS is a great example. Blake Mycoskie came up with One for One®, a business model that helps a person in need with every product purchased. “Wanting to help, he created TOMS, a company that would match every pair of shoes purchased with a new pair of shoes for a child in need."
The moment of light
There’s always a flash of brilliance. A moment of inspiration. The little bell ringing in the back of your head...and you’ve GOT IT... the solution!
The clouds parting.
The stroke of brilliance.
The high five!
This is the point where you can really grab your audience and take them back up the rollercoaster. Engage them in the excitement because EVERYONE loves a happy ending.
How do we build communities?
By engaging. Pulling together. People want a reason to love what you do. It makes THEM feel better to support your ideas. Whether its sustainable products, treating your neighbour better or helping the girl scouts that time of year (Don’t even try and pretend you can walk past the mint slices without stopping). You are helping to build support, communities and rally together for a better world.
Who gives a Crap Australia donates 50% of its profits to help build toilets for those in need, because everyone should have access to clean water and sanitation. Helping the world, the children - all with a simple wipe.
Bonus: Be truthful, transparent in your process, reason, decisions, ethics.
Savvy readers can smell a fish instantly. Find your story, find your reason. Be honest about it. Mistakes are the perfect place to start! Admitting you didn’t get it right the first time is endearing. It makes you human, and identifiable. Wouldn't you much rather hear someone saw the error in their ways and made the changes? Popular vote says yes. Remember the PWC Oscar fiasco? PWC owned the mistake, made a short apology explaining how it happened and moved on.
So tell your story. The good the bad and the ugly. You will create more loyal customers by being real, authentic and telling your truths.
If you need help strategising your brand’s story we would love to hear about it. We can help you find the gold nugget that will help you set your company apart from your competitors.
Contact us today