There has been quite a bit of talk over that last few years about businesses telling their "story" as part of their marketing efforts. The idea being that you'll connect with your potential customers if you communicate with them emotionally through dramatic narrative.
There is a great post on a blog by www.remarcom.com that lays out the basics of story creation. It's a great refresher if you need one and a great place to start if you're new to the concept. There are also some really amazing posts throughout her blog that are worth checking out. However, I do find the concept of story as a form of marketing flawed.
Primarily for two reason:
1. Although there are many places to learn how to tell a great story, no one really seems to be doing it all that well. Also, it's not something that adapts well to all industries.
2. Most stories that are told are horse hooey. They're fairy tales. Why is it necessary to tell me your story like a person you've cornered at the bus stop? I'd prefer for your product and service to tell me your story. Let your brand sing to me and we'll go from there. Better yet, let me tell your story for you. Become folklore.
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