Those of you who have attended any of my workshops know that I love to tell stories. As an educator, I’ve found that stories are a great way to reinforce concepts – they’re memorable, easy to relate to, and more engaging for the audience. The benefits of storytelling also apply to sales. Your prospect is more likely to remember you and you business (and be able to relate to your offerings) if you convey value through stories.
If you’re interested in learning more about how stories can benefit your business, I highly recommend reading Jim Signorelli’s book, StoryBranding: Creating Stand-Out Brands Through the Power of Story. This book will teach you how to present your brand and offerings through stories. Signorelli provides real-world examples, and delves into the different components that make up a good “brand story” so you can create your own.
Here’s a summary from Amazon Books:
“Having worked on many famous brands as an advertising executive, Jim Signorelli has found that today, in order for advertising to be truly effective, the brand being promoted must work the way a good story works. Many brands continue to get in their own way with an over-reliance on editorialized benefits. ‘Today, that’s a death-wish,’ says Signorelli. ‘To remain competitive, brands must provide consumers with story themes they can relate to, identify with, and share with their tribes.’
“There are a number of books that discuss the parallels between stories and brands. But until this book was written, few, if any provide practical advice on how to apply story thinking to branding. Whether your brand is a product, service, or yourself, you’ll be taken through the 6 steps that every brand should take in order to find it’s oft-hidden story, the one that will make it most attractive to its audience. An easy, entertaining, and educational read, critics are saying this revolutionary book on branding is a must-read.”
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