A great campfire story compels the audience to listen, eager to hear what happens next. And they will remember the story, to share with others later. Wouldn’t you love for your marketing to capture some of that feeling? Unfortunately, small business marketing tends to focus on tangible features and benefits, i.e., “Enjoy life in your new kitchen with a state-of-the-art redesign!” A new kitchen is great, but communicating in facts and figures just isn’t that memorable or motivating.
If campfire stories were like most small business marketing campaigns, they would go something like this:
“It was a dark and stormy night, exactly 7:03 P.M. Scattered thunderstorms approached from the west, as lightning created significant property damage. Seeking shelter from these dangerous conditions, two young adults overcame their fears and entered a house that had a reputation for being haunted. After recording some rather disturbing experiences in a journal, they disappeared… never to be heard from again.”
“Just the facts” is a terrible way to interest and motivate customers. Get out your marshmallows and dream up a story that will help customers remember you in a meaningful way.
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