We are bombarded with information. By the time you get to the office, you’ve been bombarded thousands of times. Billboards, people, advertisements, your friend, your boss. Our attention is constantly under attack. People are constantly trying to put information in front of us.
Telling a great story has never been more important with so much content out there
Increasingly these days the gap between B2B and B2C communications is narrowing. This means that instead of focusing on one discipline or the other, PRs should help their clients reach a far more essential audience; that of humans. The real people who use your services, buy your products and talk about your brand down the pub or on social media.
Maximise your tribe by storytelling
Any PR agency worth their salt should help you maximise your tribe by telling stories. Even if you don’t see yourself as a storyteller, a good PR consultant can help you tell a convincing brand story. The key is to connect with your customer on a human level, focusing in on them, over and above who you are and what you do.
So how do you stand out?
Next time you want to craft a story, think about two things:
What makes your brand unique;
What it is your audience really wants.
And if anything, give priority to what your audience wants over and above anything else.
Because, frankly your customers don’t want to know that your logo has changed, or that you’re doing a charity walk up Snowdonia, they don’t even care you have appointed a new regional manager. They want to know what you can do for them, how you can make a measurable difference to their lives (whether that be professionally or personally).
So next time you are thinking about telling a story. Create one that will surprise and delight.
Tell stories that are authentic. Tell stories that entertain. Tell stories that are meaningful.