“There’s always room for a story that can transport people to another place.”J.K. Rowling
I used to be a remodeling contractor and, in that line of work, one of the requisite skills for success is sales. If I wasn’t a good salesperson, it really didn’t matter how good I was at designing, or building or any of the rest. Since the skill was so essential to life, I was always kind of stumped by people who, while by all accounts were clearly professional salespeople, regarded the term “salesman” or “saleswoman” with a fairly high degree of disdain. It seemed to me like they should be quite proud of such an important label.
Yet I recently made a video where I, speaking from the heart, said “I don’t consider myself a marketer. I’m really more of a storyteller…“
Here I found myself doing exactly that which I had previously been judgmental of. Marketer is a perfectly fine title. Marketing is nothing more than the very essential art of getting the word out! Without marketing there wouldn’t be any prospects for the salespeople to sell to! Yet, for some reason, the term doesn’t feel like the right fit to me.
I prefer “storyteller”, or “content creator”, or simply “writer”!
Stories move people. In the quote above, master storyteller J.K. Rowling uses the word “transport” which I think is perfectly applicable to the kinds of storytelling we do for our clients. A business has no good way of knowing “where” an individual will be when they are exposed to marketing materials. I don’t mean where physically, I mean where mentally and emotionally. They could be anywhere! A great story transports your audience to a place where they are ready to engage.
It’s nowhere near as hard to do as you might imagine! If a potential customer is indeed a potential customer then they already possess all of the ingredients for being an actual customer. They either need or want what you have to offer and they have the ability to pay you for it. All you really have to do is transport them to the place where you can connect. A place where they can see that you get them, understand the need or desire, and are ready and willing to help.
That’s a place where a prospect can become a customer.
Stories can do that. And great content tells stories. That’s why we are crazy about creating content.
It Takes All Kinds of Content
Different content will reach different people at different times. That’s why we lead our clients in the creation of every type of content from cutting edge video and animation to simple old-school written words, like you’re reading right now. We use audio. We use images. We use interactive content. We even use giant stickers on the walls of your office. No stone is left unturned when it comes to sharing your story.
The result, in the long run, is incredible!
Contact us today so we can hear your story and talk about ways to help you share it!
– Tim Layton