It’s part of the human experience. I remember when I was growing up, my dad used to tell these elaborate stories about me and my siblings in all kinds of adventures. He’d give the characters a slightly different name from ours, one that rhymed with our names, and we’d say, “Oh, Dad, that’s me.” “No, no,” he’d say, “this girl is ‘Maren,’ not ‘Karen.’”
It’s a great memory of childhood and also illustrates the great marketing principle of “what’s in it for me?” My dad had my attention because he was talking about me, to me, and telling a story about me. And I was interested, attentive, engaged.
Which is what we want in the people with whom we’re forming business relationships—customers, prospects, clients, providers, etc. So an excellent way to reach them is to offer stories that amuse, educate, inform, surprise, delight.
I developed my storytelling skills through a combination of formal education, 14 years at a major Hollywood studio, and 10 years of freelance copywriting for a variety of industries, all of which needed effective stories to build a brand, promote their business, and encourage visitors to action. I have been a trusted and dependable partner for many clients – and even a key outsourced member of one client’s marketing team for over 8 years!
As I look back over my experience, I can see that in some ways, story has always been a common thread that following throughout my work – whether I was, as a public radio classical music announcer, telling the story of how Mozart’s famous Requiem was completed after his death, or convincing an executive in a corporate environment why an upgrade to the latest hardware/software was the best option to move business unit goals forward.