"Successful marketing is all about storytelling" is an idea who's time has come...or a bit of a fad, depending on your perspective. Certainly the amount of articles about it seems to have risen exponentially in recent months.
It wasn't always thus. I remember an occasion some 12 years or so ago when my colleague told the CEO of a tech company that standing out and being memorable "was all about stories"... well, the blank look he got back certainly told its own story.
Intuitively, successful presenters know that real life stories are powerful and compelling. So do good salespeople.
For instance, case studies work better than brochures, testimonials are marketing gold dust, and top tier press coverage brings huge credibility. A personal recommendation puts you in pole position on proposals and may even avoid having to contest an appointment.
But with all the stories out there, how do you ensure your ones are the remembered. This article from Director magazine neatly provides 10 ways to dramatically improve your story telling, complete with some great examples: Storytelling secrets of 10 great leaders.
Do read the full article on the magazine's website, and the 10 key points are listed below. All of them are easily applicable to sales presentations, client meetings and even your website and marketing material.
Director magazine's 10 storytelling secrets:
- Being passionate
- Craft your own personal legend
- Focusing on challenges
- The rhetorical "rule of three"
- Strong visual images
- Emotion over data
Good luck with working in at least one and ideally a few into your next presentation, whether it is to colleagues, clients or prospects.