by Nathan Whittacre
There is so much noise online. As a CEO, I’m always trying to get my message out. It is one of the reasons that I wrote the book, The CEO’s Digital Survival Guide. I also have a weekly podcast, monthly webinar series, and this CEO blog. My goal is to provide as much content as possible to provide our clients and prospects the information and tools to make their companies successful through technology.
I recently learned about a simple yet powerful way to talk about my business – it's called Story Branding, and it's about telling a compelling narrative to explain what I do. Don Miller, a marketing expert, shared this approach at a technology conference I recently attended in Nashville, TN. It's a tool any small business owner can wield to make their company stand out, especially online.
The Importance of Clarity
In the realm of technology, we're often tempted to use complex language. But consider the impact of describing your business in a concise, engaging sentence that captures attention. That's the essence of Story Branding. When you communicate plainly and directly, you engage people immediately.
Believe it or not, when we discuss our businesses, we're actually talking about survival. Not in the 'wilderness' sense, but in terms of helping people solve their problems and improve their lives. Our brains are wired to pay attention to this. Stories are tools we use to make sense of the world, and that's why every good story has the same elements. One of the key elements that I included in my book is storytelling. I attempted to relate daily life examples to technology concepts to make them more relatable.
The power of stories to hold the listener's attention
Whether you are a CPA, attorney, dentist, doctor, engineer, or mechanic, you are an expert in your field. Our clients and customers rely on all of us to deliver services to them that they either don’t want to do for themselves or don’t have the capability of doing. The problem with being an expert is that we can easily talk about topics we understand perfectly well but overwhelm our audience. I was recently at a business lunch and the attorney of the group was talking about probate court, estates, wills, and trusts. I know a little about those topics because I worked with an attorney to draft my own, but there is no way I know all the intricacies of how they work. To be honest, I sort of zoned out during the details of the talk because it was more than I needed. I did perk up when he shared some stories about how he was able to help some people with their specific needs and a few horror stories if they didn’t take his advice.
Crafting a Memorable Narrative
What I learned from Don Miller is that all stories that stick have 7 elements. Not just business stories, but the ones that make millions of dollars in sales for books and blockbuster movies. Let’s delve into how to construct a story that resonates with people when they think of your business. The seven steps below are akin to ingredients for a masterful tale:
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- The Hero: Your customer is the central character of the story: The Hero. Your customer has a specific desire or need. Clearly define what they are seeking.
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- The Hero's Challenge: Spend ample time discussing the issues your customers face. This captures their interest and forms a connection.
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- The Guide's Entrance: This is where you come in, the guide with wisdom. Display empathy for their problem and confidence in your ability to solve it.
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- The Guide's Plan: Offer a straightforward plan. Give the hero some easy steps to follow. It helps eliminate any confusion for the customer.
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- Urging to Act: Directly instruct the hero on their next step – whether it's to make a purchase, schedule a call, or sign up.
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- The Reward: Highlight the benefits that await if they opt for your service.
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- The Peril of Inaction: It's also vital to convey the consequences if they ignore your advice.
One key element that Don Miller taught is: Don't make the customer think too hard. Make it incredibly simple for them to see why your business is the solution they've been searching for.
A Little Help from AI
I decided to ask Chat-GPT to assist in crafting a story based around story branding. Although a fictional story, this is one that we run into often at Stimulus Technologies. Let’s see how impactful this is for you rather than standard marketing jargon.
"Alex the CPA Saves the Data"
“Once upon a time, in the bustling town of Progressville, there was a CPA named Alex. Alex had built a thriving accounting firm from the ground up, with a sterling reputation for meticulous work and an ever-growing roster of loyal clients. Yet, as the firm grew, so did Alex’s worries, especially about keeping clients' data secure and adhering to the stringent IRS rules for data protection. The specter of cyber threats loomed large, and the labyrinth of compliance regulations made it harder to navigate the digital landscape.
Every night, Alex lay awake, haunted by the thought of hackers infiltrating the firm's systems. The nightmare didn’t stop there; Alex envisioned devastating lawsuits filed by clients whose confidential data was lost or stolen. But the crux of the problem was that Alex felt alone in this fight, without a knowledgeable ally to turn to for safeguarding the firm’s digital integrity.
Then one day, Alex met a guide from Stimulus Technologies, a company renowned for its expertise in IT management and cybersecurity. With a warm smile and an air of confidence, the Stimulus guide listened to Alex's concerns, understanding the gravity of the situation and the pressure of maintaining the trust clients had in the firm.
Stimulus Technologies presented Alex with a beacon of hope: a straightforward three-step IT management and cybersecurity plan tailored to the firm’s needs. The plan was clear:
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- Assess and Fortify: Stimulus would first evaluate the firm's current systems, identifying vulnerabilities and fortifying them against cyber threats.
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- Implement and Educate: Next, they would implement cutting-edge security measures and educate Alex's team on best practices for maintaining data integrity.
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- Monitor and Support: Finally, Stimulus promised ongoing monitoring and rapid support, ensuring the firm's defenses would never be caught off guard.
The guide from Stimulus Technologies made a compelling call to action: “Let us protect your lifework. Secure your firm's future and continue building your legacy without the dread of digital doom.”
Alex, inspired by the promise of a safeguarded future, decided to act. By entrusting Stimulus Technologies with the firm's cybersecurity, Alex’s nights turned restful again, and the days were filled with the joy of growing the business without the lurking fear of cyber disasters.
The firm not only maintained its stellar reputation but also became a beacon of reliability, where clients felt their sensitive information was as safe as in a vault. The firm flourished, profits soared, and Alex's dream of a successful, secure business became a reality.
However, had Alex ignored this call to action, the story would have taken a grim turn toward a world of hackers and legal woes—a cautionary tale for those who underestimate the perils of the digital age.
The moral is clear: In the modern saga of business growth and data security, no hero should stand alone. With the right guide, like Stimulus Technologies, a path to an efficient and prosperous future is not just a wishful narrative but a tangible outcome. And ignoring the risks is not a plot twist any business can afford.”
Tying it All Together
By weaving these elements into your marketing, you're not just advertising a product or service; you're offering a pathway to a better scenario. Keep your message simple, make it about the customer's journey, and consistently reinforce how your business is the guide that will lead them to their desired destination.
In conclusion, harness the power of story in your marketing. Keep the narrative focused on the customer as the hero and your business as the guide. This approach doesn't just sell – it resonates on a human level. It ensures your message isn't just heard but remembered and acted upon. So, keep it simple, be relatable, and let the power of your business's story propel you forward.
Want to see how I did it? You can get a free digital copy of “The CEO’s Digital Survival Guide: A Practical Guide to Navigating the Future” by filling out this form.
Want to learn more about "The CEO"s Digital Survival Guide?" Listen to this episode of Stimulus Tech Talk.
