Here’s How Story Betters the Economy: The Financial Post ran a full page article a while back that read: “Canada leads the way in anti-drinking driving campaign”.
You’re thinking, what does that have to do with you?
I looked at this from a business perspective and realized the article demonstrated the number one best rule of marketing: convince your customer base by offering alternatives.
So check out this post about how to increase business presence in a way I bet you didn’t realize - that telling your story is what gets the most attention!
$tory Telling and the E¢onomy
Soren Kierkegaard said that, “What the teacher is, is more important than what he teaches.”
Ever sit through a boring presentation? Horray for you. Most people either walk or out or shut off, before they realize there might be pearls of wisdom.
Even if you did force yourself to sit it out, could you retain the information? What am trying to say here?
When the script is vibrant and tells a story, the audience is captivated.
In essence, Kierkegaard’s observation is true because, no matter the content, if presented in a creative and vibrant manner, the audience responds favourably.
I know, because as a former school teacher and professional speaker, the presentation was critical to gaining attention and KEEPING IT!
And with almost 18 years in finance and 10 years writing marketing copy, plus having the Canadian Securities Commission Course under my belt of experiences, I learned that finding the right mix of attention generating content for your audiences, your website readers, or even at home with your family can be challenging.
Here’s a couple of examples of how injecting content with a story takes the readers into an easier relationship:
Economy Story 1:
“Decades into their working lives, most people are eager for a quieter, easier life, doing the things they’ve always loved, but never had time for.
But for the recession, retirement may have been on your radar. However we know all too well, that may have to be postponed. Or maybe NOT!
Let’s see if we can get you back on track because here’s what’s in store preparing you for a financial recovery.”
This story example was used in reaching the hearts and souls of people looking for financial solutions, especially in today’s economic turmoil. It received a 25% increase in sales of a financial newsletter.
The truth is, whether you create words for your website, your presentation or a video, these scripts are really stories.
Here’s another example of a before and after how a story can bore or bloom!
Before: Tax-saving Opportunities
The severe stock market decline means you may have investments in non-registered accounts that have declined in value. You might consider selling those investments to trigger a capital loss. For most investors, those capital losses can offset current-year capital gains. You can look back three years or carry the losses forward to offset against future gains. Selling investments that have declined allows you to use the proceeds to rebalance and improve the proceeds to rebalance and improve the quality of your portfolio if needed. We can help you identify appropriate investments for the proceeds.
After: Tax-saving Opportunities
Think of the length we go to keep our lives safe. We want recommendations when we hire baby-sitters for our children; we buy the best locks for our homes. We insure what we own; we practice preventative medical care. We even make sure that a beloved pet is cared for when we go on vacation. So how do we safeguard our money? After this year of bear market declines, you’ve undoubtedly had some disappointments in your portfolio. The truth is, there are actions you could consider to help prepare your portfolio for a recovery. These actions can help you achieve your long-terms goals. Here’s a tax-savings opportunity you may not even be aware of.
The main point I am making here can be applied to any idea you are trying to sell to your client base.
So what else works?
Convince your client base that they can carry out the action you want them to – and gain something constructive with it. That means citing a short story or example to explain what you offer and how it will positively impact their lives.
How Else Can Story-Lines be Your Top Marketing Strategy?
I hope that I’ve shown how applying a storyline into the often complicated subject of investments and finance in general, can make it interesting and easier to understand.
If finance and investing can be made easier to understand, so can your business content.
Specifically you can:
- Find out what your target audience already knows and what they expect from you and your services and products. Ask questions!
- Find out what your target audience doesn’t know and what they may not be aware of that you have of value for them. Ask them!
- Speak their language. Chances are, your target audience uses buzzwords, acronyms and other terms the phrases associated with the type of product and service you offer. A couple of years ago I wrote an email campaign for Schaeffer’s Investment Research. The target audience was familiar with the term “trifecta team masterminds”. I made sure that I clearly understood that term, and then I used it throughout the copy. Do Google keyword searches… those words that generate thousands of hits are what people are typing in to find information!
- Study the demographics and current technological levels of understanding with prospects and write in simple, clear descriptions. I stay away from too formal, stiff, “business-like” style – clarity is king. Check out your competitions websites and subscribe to their newsletters! They paint a picture that you may be missing.
- Speaking of pictures, create pictures with words. You have an advantage of inserting real pictures to show a point. Creative scripts require metaphors, comparisons, scenarios, and detailed descriptions to help the reader visualize the features. Here’s an example of where you can get some zero cost pics! http://stockphotosforfree.com/
- And go ahead, get creative! Show them who you are so you build trust. Be authentic!
If you enjoyed this article, please share it with your friends. You never know who will benefit from a few words of support.
Great job today!
P.S. With a keen interest in helping people reclaim abundance as well as a keen eye for creative technology, if this combination is what you’re looking for – please ask if you need web or copy support!
P.P.S. Recipe for Motivating your Clients
- Gain attention
- Highlight the problem, need or aspiration
- Position your product, service or offer as the solution
- Prove what you are saying is true (testimonials, stats, etc)