Story branding - everyone loves a story!
Everybody loves a good story, especially if it's true!
But why are we so hesitant to tell ours?
I have seen lots of websites, beautiful, professional ones, where the About me section is empty or filled with no real relatable information.
In our training here at WA it's the first post we write and many of us get stuck at that point.
We might think, why would anybody want to know my story, the why I want to accomplish what with the website.
The what is a little easier usually and we can say "we want to help people to....." but why, that is what makes it interesting and relatable. People will immediatey understand and trust you more, they will feel more interested in sitting down with you and look at your story and the what you are doing if they know WHY.
And don't think it is just, because you need a business, want to sell this and that, ask yourself the real WHY you chose a certain niche. Is it because you loved looking at .... when you were little and felt safe. Is it because you felt adventurous, you had a dear friend, your parents never let you, and so on, there is a deeper WHY and that is what your followers need to know, so that they read your blog instead of someone elses. Feelings are stronger than logic. So tell them about your feelings, or make them feel with you.
I give you my own example of a musician. I play the flute, because it is my first language, my parents are both flutists, and since my mother passed away I miss her warm colorful and loving sound. I miss her so much. That is when I decided it is not a hobby anymore, I need to play to fill this empty gap.I needed to get these vibrations out there and fill the lonelyness.
I got a degree and had my struggles in the academic world because of my deep feelings and personal believes about how to play the flute. I had to learn to cut off my feelings, my emotions to achieve a degree. I know now both sides and I definitely prefer the way I learned from my mother. I try to give her heritage to anybody who is in need of a very personal flute teacher.
But whenever I play a concert in the cold logic and detached frame of mind, people can't really engage and feel that there is something missing. I started to forget about academics and just play and explain to my audience the choice of the music I play, the images I see, why I love this particular piece of music. I started to give a story for every piece.
And people loved it. They could relate. They knew now why they were spending time listening to me. It was not the cold "I play, they pay" situation. Especially with classical music it is not easy to express actual feelings and let peope have a good time. I try to enable them to feel and hear beautiful music and at the same time experience something that without my story wouldn't have been possible.
There are so many flutists playing the same piece in concerts, why should people come to listen to me? First of all, there are never too many flute concerts ....lol. Seriously, listening to me they will learn facts about the music, but also what it means today, to me and could mean to them. This is so important and makes all the difference!
Getting back to business: When you write your reviews, you should always include what you use the product for, why and what it did to your life. You should try to make them imagine it in theirs. That is possible through a story, your real true life story and WHY.
A lot of reviews I read are focusing on the product only, highlighting every bit of it, and that sure is helpful, but try to also give some real examples, effects on your life.
People will listen, read, engage, spend their time with you or buy from you if they think it can improve their life situation. So show them how it improved yours!
Would you accept the help of a stranger or ask yourself: why is he doing this? And if he doesn't give you a real and relatable WHY you will think it is only for his own benefit. So actually you think you are helping him/her. Do you want to help? No, I don't know this person.
So make the help you offer human and relatable. I'm not even sure this is an english word, I just like it. Give people the possibility to enter a relationship with you, to relate to your life situation, how the product changed your life and then the person will be able to imagine how it could improve theirs in color HD, and they wouldn't want to live without it anymore.
I hope you find this useful and it helps you a little in humanising your content. It is people we are relating to and they do not wish a lecture but rather a friend taking him/her by the hand looking at life's opportunities.
Let me know, what you think in the comment section below.
Have a nice weekend and enjoy!