There’s change happening. Fundamental change. First you were told to get a website… then to do social media. Wait, now let’s get our writing hats on and all start blogging! You can’t write? That’s fine, create an infographic! Dust settled? Not yet… it’s now time to tell a story. “Any Story?”, “I don’t know, I just keep reading that we’re supposed to tell stories, so let’s tell a story!” From Accountants to Zoologists, from one man bands to mega corporations, change is happening. Isn’t it?
So, what’s the change?
As Business of Belief author Tom Asacker points out – “Everyone is busy reframing what they do. From what to why. And once discovered, they turn on the storytelling machine. And wait for attention to blossom and business to bear fruit.”
Led by a digital marketing industry that saw SEO consultancies become Content Marketing Agencies. Argh. Just as the ink dries on their new stationery, everyone’s now in the market as a business storyteller. If Seth Godin pointed in the direction of a harmonica, I’m pretty sure we’d see a movement of blues singers within the marketing industry.
There’s a lot of talk, a lot of reframing, but is there any action?
Wide eyed marketers are nodding in agreement as they watch Simon Sinek talk about ‘why?’. There’s a lot of well-thumbed copies of Jay Baer’s ‘Youtility’. The response? I’m pretty sure there’s analysis that will demonstrate the dramatic growth in the use of ‘Find Out Why’ as a call-to-action button. And to appear helpful, companies are rehashing their ill-fated blog as a ‘downloadable essential guide’. As Asacker states, it’s just reframing.
Startups seem to ‘get’ storytelling… why?
Why does the blank canvas of a fresh new business startup attract the principles of story far more than a business with years of heritage? Why does James Coffee Co embrace story whilst a 300 year old tea brand ignore it?
Short answer – because in a startup environment there’s more energy and more passion and perhaps more belief in the business they’re marketing. The only convention to break is the method by which a craft is presented, delivered or utilised. Look at Casper mattresses as a great example.
Without convention, startups are open to seeking out new methods to market their business… to tell their story. They’re active and reading the blogs, reading the books, seeing what’s working on the edge whilst their established competitors are sitting comfortably in the middle. Trusting convention.
Story isn’t a marketing positioning, it represents a cultural shift
When convention sets in it’s often difficult to introduce new initiatives that may not yield immediate response. When the pressure is on to surpass last month’s figures. When you need to ensure that the bounce rates don’t decline further. When it’s crucial to send that promotional email newsletter precisely at 10am on a Tuesday morning (as that’s the time you saw the best response last month…). You can’t slip out for a lunchtime sandwich, let alone implement a whole new marketing proposition.
So, baby steps are taken. Nothing ground breaking, just token gestures. Maybe removing the ‘About Us’ link and installing ‘Our Story’. Perhaps going as far as setting up the CEO with a twitter account… to show you’re a business that’s ‘in touch’ with your audience.
Story is half the story….
Storytelling is a feeble tremor compared with the seismic proportions of Storysharing – sharing the perspective of your audience, straight from the source, just like Nest do:
To truly embrace ‘story’ you look far beyond the inner walls of your office. The real stories are taking place out in the field. Where your audience, your customers, your advocates roam. As they embrace your story you embrace theres. It’s a powerful tool. Be a champion of story within your business. Let the full story be told.
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