As children we learned a lot of important lessons via fairytales, children’s stories and nursery rhymes. Religion uses stories to explain its dogma. Our friends regale us with stories of their exploits. We watch movies, read books, listen to radio plays. Stories are everywhere. Stories have been around since humans had the ability to communicate.

Stories are important.

People love stories.

Can you tell a story about yourself or your business? Better still can one of your customers write a story about you?

It’s one thing to read a website or brochure that explains your products and services, it’s another to read a story about how your products and services solved someone’s problems. A story makes the information tangible and gives it that special something that allows us to see it, to feel it, to imagine it.

Which works better for you?

This one:

At Acme Tools we sell everything you could ever need in tools: screwdrivers, hammers, levels, paint brushes, shovels and much, much more. At our stores you can everything you need to renovate, repair and build. We are open 7 days a week and our friendly staff are here to help.

Or this one:

It was my son’s third birthday, we bought him a small pedal car. He managed to break it in about three and a half minutes. The rear axle came off its mounting. The pressure was on to get it fixed and fast. The young man was getting a little cracnky that his new tool didn’t work. So, I jumped in the car and heading to Acme Tools, the store was open even though it was 9am on a Sunday. I didn’t know what I’d need to fix the car but Charlie helped me. I got all the bits and pieces and a plan from Charlie and got back home eager to fix the car. It took some doing as I’m not that handy but Charlie’s advice and the stuff I bought worked a treat. Best of all the young man was happy all day. Thank you Acme Tools!

So, before you embark on your next marketing campaign, think about your stories. What are they? Who can write them? What can you teach people about your and your business through stories?

Here are a few resources and references:

• SMB is about telling your story
• The nine best story lines for marketing
• All Marketers Are Liars – The Power of Telling Authentic Stories in a Low-Trust World by Seth Godin
• The All Marketers are Liars Blog
• Telling Stories at WebInkNow

Everyone loves a story.

Tell one … who knows where it might lead.

Perhaps business success?
Perhaps a new partner?
Perhaps a new life?