The Storytelling Edge, by Joe Lazauskas & Shane Snow, explains why businesses can succeed by telling stories. Everyone likes a good story. Stories make presentations better and ideas stick. Storytelling helps people remember you (over your competition). Great stories build relationships and make people care.
The Elements of Great Storytelling:
- Relatability: your ideal guest should relate to the stories you tell
- Novelty: while people crave the familiar, we also pay attention to what is new
- Tension: conflict or curiosity gap (between what is and what could be) turns a good story into a great story
- Fluency: great writing is easy to understand so people can focus on the story
Great stories (whether funny, fictional, or true) can dramatically increase your business. You need a mission that drives your content and resonates with people. You want readers to spend a lot of time reading your content and sharing it on their social media. Tell them stories they will remember. Evaluate what types of stories are working to share the right content with the right people.
Businesses that have the best relationships with their customers are those who tell stories. Figure out what your ideal guests want before you decide what technology to use. Create the content. Connect with your readers. Optimize both what you create and how you deliver the content.
Branding is whether and how people think of you. The stories we tell influence people's perceptions of us. Conversion occurs when people take an action such as booking a room or calling your inn. The most powerful place to connect with your audience is on your website.
There are three main types of content. Timely content is pertinent based on news or current events. Seasonal content is relevant because of the time of year. Thirdly, evergreen content is valuable no matter when the audience sees or hears it.
Make sure you know what you want to achieve with your content. Then you can figure out what measurements matter the most. For example, if you want to promote aspect about your inn, such as its history, you could share a true story about the original owners.
The Future of Brand Storytelling:
- Strategy: figure out what kind of story your audience wants, determine how you'll reach them
- Plan: decide how you will pull off your strategy
- Create: create your story and make the right decisions to tell the best story possible
- Activate: get your stories out there and use them to build connections with your ideal guests
- Optimize: figure out what stories worked and tweak your strategy to do even better next time
Every story becomes part of your overarching story. The goal is to consistently tell your story in a variety of ways over time. Use stories to build relationships and make people care about you and your accommodations. Engage potential guests to build lifetime value with them. It is much easier to get guests to return than to find new guests every time! Use what is taught in The Storytelling Edge to attract more business!
Image by Marcus Berg of Unique Angles Photography