Over the years, I’ve done brand storytelling workshops for many organizations: incubators, accelerators, brands, and agencies.

Last week, for the first time, I did a workshop for the general public. I sold tickets and reached out to lots of people in my network and publicized it on social media

It took a lot of work but I attracted a great audience; people who were really engaged and wanted to learn about how to leverage the power of brand storytelling. The workshop epitomized why storytelling is more important than ever.

Entrepreneurs are looking for an edge.

They are looking for their sales and marketing to make an impact. In this day and age, there is so much information coming at consumers that it’s hard to get them to pay attention.

Seth Godin talks about the attention economy and how we’re in is a battle for people’s attention.

If you’re not telling great stories, you’re not going to get people to pay attention to you, your brand or your product.

From the people who attended my workshop, it was clear that while they care about storytelling, they can’t figure out how to make it happen.

Over three hours, I talked about the key elements.

It starts with establishing your goals and objectives. What what do you want to achieve at the end of the day? Is it brand awareness, leads or sales You have to be very clear about where you’re going.

Second, you need to focus on your target audiences and knowing them inside and out. What are their goals? What are their expectations? What are their fears? What are their problems? What are their pains?

Then, you need to discover how they learn about products and services. Are they on Facebook, Instagram or blogs? Do they go to conferences? Do they listen to podcasts or watch webinars?

In other words, know your customers inside out. If you understand their interests, pains, and goals and where they’re hanging out,  you can craft stories that will resonate.

Once goals and target audiences are determined, the next step is figuring out what kind of content to create. For many companies, this is a big obstacle. Many of them say, “We know what we want to do but don’t know what do in terms of execution”.

There are many different ways to make that happen. One is gathering all your employees to brainstorm ideas. Many of these ideas can come from the questions asked by your customers. What are they looking to learn about your product and your industry and the competitive landscape? If you answer those questions, it is easier to generate high-quality and relevant content.

Of course, talking to your customers is always a good thing. What are their goals and expectations and the content they read and the insight required about how to use your product better or how to use your product period?.

At the end of the day, storytelling is really important and my workshop delivered guidance on how to embrace the power of storytelling. As well, it focused on helping people go from thinking about storytelling as a good idea and something that they want to do to actually make it happen.

If you have have questions about my workshops or like to book a workshop, drop me a line.

Jump-start your marketing! 

My new book, Marketing Spark, delivers strategic and tactical guidance on how to embrace the power of story-driven marketing. Learn how to:
1. Create messaging that makes an impact
2. Develop a strategic roadmap for success.
3. Tactically leverage marketing channels.

Marketing Spark is an everyday resource featuring  fworksheets, templates, tools and case studies.
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