Stories are a powerful tool.
From the day we are born, stories are an intricate part of our lives. We start learning with our parents’ reading stories to us. This spoken word naturally teaches us language.
As we continue to grow, we use stories to spark imagination and continue our learning journey.
Soon, we are surrounded by stories in everything. From the TV and movies, to schooling, and sharing information with others. We don’t just hang out with our friends; we relate stories to them of our days, and they share stories from theirs.
With this prevalence of story, it’s only natural that we extend it into business. What better way to relate information to people we meet?
However, same with everything in this world, storytelling can be used for good and bad. So how should we use stories to authentically market our homestead business?
Authentic storytelling is truthful
Think about the last time you hung out with friends. When you related how your week went, did you embellish the truth, or did you stick to the facts? I would bet that you told a story that was based on reality.
The first key to good marketing is truthful marketing.
If you want to use stories of any kind in your marketing efforts, they need to be truthful. People don’t buy your product because you can spin a good tale. That’s not a business, that’s a con.
Even when things are going sideways, remaining truthful will always be the better route to go.
In the world of technology, there will always be bumps.
Not all that long ago, I ran into some issues with one of our hosting providers. Instead of standing up and admitting they had an issue, they chose to hide the problem and blame it on us instead. They finally decided to retract the blame when enough other providers questioned them. But not before they lost my business.
Instead of a story of how they solved my problem, they created a story of how rude they were and not interested in helping. How they hid the problem to save face. And which do you think will spread farther?
Good marketing starts with truth. And so do good stories.
Invite your customer into the story
A good story is relatable. If in some small way your audience can’t relate to your story, then all interest is lost.
Think about all the stories you have read throughout the years. The ones that have interested you the most are ones that draw you in and relate to some aspects of your personality.
One of my favorite types of fiction is post-apocalyptic. And narrowing it down even further, the main character is generally from a military background. This interests me because I have a military background.
The same is true of your customers. They will pick up on stories that have a common interest and want to hear more. They can envision themselves in the story and want to see how it ends, perhaps with them buying your product to save the day.
Another one of our customers bases a large part of their business story on how switching to clean foods saved their family. It’s instantly relatable if you have ever struggled with an illness and are looking for a long-term, drug-free cure.
Share your customers’ stories
Your customers have a story. And if you let them, they will share it with you.
Some businesses won’t have a story of their own. Not everyone does. You may run a homestead, but that does not instantly mean you have this fancy backstory to share. But your customers do.
Once someone uses your product, it’s the perfect time to approach them and ask them how they came to use your product. Chances are, if you ask enough people, you will find common threads.
Those common threads will start to paint a picture. One that you can turn around and share with others.
Think about the weight loss companies you have seen on TV or advertising around town. They don’t share a story of how their gym is perfect, blah blah blah. Gosh, just saying it here turns your mind off.
No, they share a story about how Jack & Jill lost 50lbs since they signed up without falling down the hill. They share someone’s success story.
You can do the same with the stories you get from your customers. Don’t fudge the numbers, but authentically share how your product or service changed someone else’s life. Weave a story of success.
Keep your stories simple
It takes a lot of brain power to process a story. Rather than a hands-on activity, your brain must turn on its imagination section and picture the story in your mind.
This takes a lot of extra energy.
If your story gets complicated, or you start running multiple plot lines at the same time, you just lose that prospect. The brain overloaded and turned off.
We want clear and concise stories. Jack & Jill came into the gym and 50 lbs fell off.
What we don’t want is boring. Jack & Jill came into the gym. We spent 8 hours teaching them how to eat healthy foods. They spent 6 months running on a treadmill and lifting weights, and 8 months down the road, they lost 50lbs. That feels long and boring just typing it out.
The details can come later. What matters more is the starting point and the end of success. Jack and Jill are 50 lbs overweight. Jack and Jill lost weight and are better off for it.
Yes, the journey matters. But if you get too much going on, people can’t track it.
Think back to those Disney movies your kids love.
If we are watching The Lion King, Simba gets lost, and then we jump into a 30-minute sidetrack of Pumba’s adventures before, then a 30-minute sidetrack of how King Mufasa grew up, then a short bit on Scar, then back to the movie, your kids would be long gone.
Instead, those sidetracks came out as The Lion King 1 ½, etc.
Keep it simple and clear to win with the story.
Don’t forget the action
Your storytelling will get boring rather fast when nothing cool happens.
Just as sidetracks can derail your story train, action matters too! If your story leads me from point A to B with no bumps, then you will lose me.
Think about the first Jurassic Park movie.
When the kids get lost, they don’t just make their way back to the visitor’s center in a straight line. Instead, there is adventure. Climatic highs and lows. The kids nearly die while climbing over a fence, and dinosaurs every turn trying to eat everyone. Suspense and excitement. Will they live or die?
You need to do the same with your stories. With all your marketing materials.
Some of the best marketing in the world takes this concept right to the top. Instruction manuals filled with comics to convey what not to do. Companies that poke fun at their own mistakes.
Your stories should have action, adventure, or anything to make them interesting.
Conclusion
Authentic marketing is real. It’s sharing things that are truthful and have personality. And stories are a fantastic way to convey authentic messages.
What would normally take tons of words, confusion, and bland ideas can be woven into a beautiful story.
Ads that are uninviting can be transformed when you invite the viewer into a story.
You can spice up your marketing and add interest to your brand with effectively used stories.
It’s time to throw in a few authentic stories to encourage customers to shop with your homestead business.
