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My specialty is storytelling

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Marketers have a great love affair with the power of the story. It’s certainly true that a good story can be very compelling. Stories help people to understand and recall a message. At least, good stories do that.

Storytelling comes most easily when you understand and empathize with your audience. That comes easily when you’ve shared experience with the listener – have you done that job, been through the same troubles, lived in that neighborhood? If not, perhaps there is a something similar in your own life that can help you to put yourself in that person’s place? If necessary, go out and try something you haven’t done before – do what your customer does.

You must also know something your listener does not – your own business. I’ve heard through the grapevine that Harley-Davidson marketer training includes taking apart a motorcycle and putting it back together again. One of their people told me that the company maintains a motorcycle “library” – loaner vehicle that the staff can borrow. Sam Adams ran a series of ads explaining that every single employee learns how to brew beer. Is it any wonder that these brands are so well known and respected? Ask yourself – how many tech businesses go to these lengths to understand the customer and themselves?

At a tech event not long ago, I met a young man who worked for a data-centric tech company. His job title was Data Scientist, and I gather he had taken some relevant classes, though his degree was not obviously a match for the title. His English wasn’t great. He had finished school only a couple of months earlier. “My specialty is storytelling,” he told me. I was speechless.

Storytelling isn’t the job you hand to the guy who has no experience to tell stories about.


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