A story can be told in a two-minute news clip or in a two-hour movie. Stories are told around campfires, at the dinner table, and in magazines. Stories are part of our everyday life. It’s a universal language that connects people.
Why does storytelling matter to you as a launcher?
Stories can evoke strong emotions and move people to action. Simon Sinek once said, “People don’t buy what you do, they buy why you do it.”
A well-communicated story is the backbone to a great marketing strategy. Just look at these businesses that built brand loyalty because they connected with their customers’ emotions.
TOMS Shoes: Blake Mycoskie “witnessed the hardships faced by children growing up without shoes while traveling in Argentina in 2006. Wanting to help, he created TOMS Shoes, a company that would match every pair of shoes purchased with a new pair of shoes for a child in need.”
Warby Parker: The hottest glasses company says it was founded after one of its founders lost his glasses on a backpacking trip and couldn’t afford to replace them. Not only do they offer an inexpensive, quality product, but they donate a pair of glasses to those in need for every pair they sell.
How do you craft your story?
A business’s backstory is important—it’s vital to craft your story to share. Here are a few points to think about as you get started.
1. Don’t be afraid to share your underdog moments.
Everyone loves an underdog, success story. Share your humble beginnings and be proud of where you started.
2. Ask yourself what sets you apart.
What makes you different than the competition? What do you want your legacy to be? This is the key to your success in an ever-growing market.
3. Be good and do good.
Go beyond just doing good for your customers. Give back to something you are passionate about. Consumers love to support companies who care—they feel like they are contributing to something with a bigger and better purpose.