Marketing 101: Never underestimate the power of a good story.

In brand management and marketing, never underestimate the power of a good story. As a community manager, the first question I ask founders and CEOs is "why?" 

Why are you so sure the world need your product?
Why now? 
Why you?

How each person answer the questions above and more tell me how committed they are to the success of their product and how far they are willing to go to see its success. A great backstory may not sound like much but you will need it. It's the vision you will sell to your employees and investors, it's the kick you will need on days when the road seem a little rough and it's the idea you will sell to your customers to make them trust you.

Think of the greatest advertisements you've seen, especially those from your childhood. There are products you use today and have been using years after the TV adverts that brought them to you have disappeared from your screens but the stories stayed. 

As good and powerful storytelling is, however, you must be careful to avoid some pitfalls; do away with some tired thropes, especially sob stories. Not everyone have a "grass to grace" story and that's fine. Not everyone got their idea in the shower and everyone definitely did not begin brooding on their idea while they were potty training. Tell YOUR story.

Better still, tell your customers' story. Tell the story of how your product fix their everyday problems. Explain how much easier and better their lives would be with you in it.

Everyone loves a good story!

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