You probably know that storytelling can be fun.
And you probably know storytelling can be the most important tool in your marketing kit.
But how do you evaluate what you’re really getting from telling that story?
Or, as one of my podcast listeners asked me, “What’s the ROI of storytelling?”
First, let’s consider your investment in storytelling. We tend to think, “No big deal – this is free!”
But consider the time you take to plan your story. Most business owners don’t plan carefully. Yet the most successful stories will be directed to your audience, which means taking the time to understand their backstory and their motivations. It means choosing a hero who will represent your ideal client. It means delivering credibility and possibility…and you only get one chance.
Sometimes you also incur a monetary investment when you take a course or hire a consultant. I’m more than a little biased, but this investment can bring a solid payoff.
Many of my clients come with a good story – even a great one. When we work together, we often find a story that will be even more effective in delivering clients and building a brand. If this might benefit your business, check out the Strategic Intensive program here.
Additionally, you face opportunity costs. When you devote space to a story on your blog, or use 3 minutes of your podcast guest gig for a story, you give up possibilities of sharing direct information or telling another story.
On the “return” side, we could list a dozen possibilities! In my latest podcast, we just look at three.
1 – How will your business benefit from reinforcing your brand through a story? Stories, like brands, are memorable and unique.
2 – How will you benefit from adding value to your offer by attaching a story? A story can enhance the value of an ordinary object – even with a made-up story.
3 – Finally, you’ve heard, “A confused mind doesn’t buy.” Stories can clear up confusion like no other content creation technique.
My current podcast explains each of these investments and returns, illustrated with stories.
BTW: This topic came from a podcast listener’s question. Do you have questions about storytelling or marketing? Reply to this message anytime. You might be the subject of my next podcast or blog post?
Don’t worry about being too simple or too complex. We’ll figure it out.