As kids, most of us have grown up reading or listening to our favourite children’s stories from our parents and teachers. These stories have entertained us and taught us valuable lessons that have stayed with us all our lives.
Fast-forward to today, and a majority of us are still receptive to genuine and believable stories.
Web visitors behave pretty much the same way as you and me. In the absence of the personal touch online, they look for ways to trust you and your brand.
They want to know how your company can help them, and why they should come to you with their business, rather than your competitors.
This is where the need for powerful, truthful and honest storytelling is truly felt.
The Story Behind Your Brand
“As a brand marketer, I’m a big believer in ‘branding the customer experience,’ not just selling the service.” John Sculley
Prospective customers have numerous unanswered questions when they visit your website / blog / web-store. Like I said before, they are looking for ways to trust you. They want to be certain that you can help them with your product / service. They want to know if you care about them, and the business they will bring to you. As an enlightened web marketer, it is your job to connect with them and put their doubts to rest.
How? Through powerful story telling!
Your brand is unique and so is the story behind it.
Do not hold back; share your brand’s story in a genuine and truthful manner through your website content and all other social media content. Strike a chord with your audiences and win loyal customers!
After all, stories are great at any age and their ability to arouse strong emotions is even greater!
The Human Factor
· What does your company stand for?
· Why did you start the company?
· How is your company different from so many other businesses out there?
· Why should a prospective customer trust you?
· How can you solve the customers’ problems?
· Who are the people working behind the scenes?
· Do you care about what happens to your customers?
Treat your company website as an artist would use his / her canvas.
Bring out the essence of your business using compelling web content; watch how your customers relate to your story and trust you with their business.
How have you shared your brand’s story with your audiences?
Share your comments below or write to me [email protected]
Hi Akanksha – stories and personal touches to websites are needed for a compelling “why”. Without a personal story, we get lost in the crowd and end up being the same as everyone else. A story can differentiate who we are. The human factor as you point out builds trust, shows your values and helps show your customers that you understand them.
Thank you for your comment, Vishnu. I couldn’t agree more!