For many reasons, we have become afraid of our stories. I believe the evolution of advertising, and fear of rejection, made us afraid of our stories. However, story is the weapon of all weapons of influence.
“Branding is for cattle. People buy stories. Branding is what you do when there is nothing original about your product.” – Roy Disney JR.
I want you to get in the story mindset this week. In marketing your professional business, don’t read another thing about branding your business. Start to define your story.
You most likely don’t have the budget for an effective branding campaign and you don’t need it. Brands get caught up easily in noise. Brands are needed when you are a commodity. Don’t be commoditized.
The fact is stories drive emotion, and emotion is how we decide. Don’t take my word for it. It’s neuroscience.
Great stories never die. Better yet, great stories sell over and over again.
This week spend time identifying the stories that resonate in your business. Look for the stories you tell your clients. Look for the stories your clients tell themselves.
Want to really flex those storytelling muscles? When you read the paper or watch the news, look for how those stories relate to the story of you and your business.
I promise you, if you did nothing else this year but improved the story of your business, it would be the greatest marketing investment ever.