Sergio came to America from Europe 21 years ago to take a logistics position at a Fortune 100 company in the Northwest. Several years later, cutbacks and layoffs occurred, and he needed to make a change. There were no similar corporations in the region and very few good job opportunities. Furthermore, Sergio saw that starting over with another company would probably lead to more of the same. By Jack Monson
Sergio came to America from Europe 21 years ago to take a logistics position at a Fortune 100 company in the Northwest. Several years later, cutbacks and layoffs occurred, and he needed to make a change. There were no similar corporations in the region and very few good job opportunities. Furthermore, Sergio saw that starting over with another company would probably lead to more of the same.
Fortunately, Sergio stepped out of his comfort zone and discovered a health and fitness franchise. Did he know much about this sector? No, but he had the operations skills to run a business very well. He and his partner are now thriving with three locations!
See what I did there? I told a story. I could have just shared statistics about the brand’s success rate and number of franchises awarded this year. But no one cares about those figures. Leave your stats in a spreadsheet and just tell a story.
Storytelling is essential for any business owner looking to make a real impact on their audience. Stories establish brand identity, evoke emotion and help businesses connect with customers in a meaningful way. With so many digital marketing channels, you have more opportunities than ever to tell your stories and create an emotional connection with your prospects and customers.
Every business has a unique story that can differentiate it from competitors and establish a loyal customer base. If a business was founded by a group of friends who shared a passion for sustainability, they could tell the story of how they came together to create a company that makes it a priority. This story would not only help establish the company’s values but also resonate with customers who share those values.
Stories also can help businesses build trust with their customers. By telling stories that illustrate the company’s values, businesses can demonstrate that they are not just trying to sell a product, but also trying to make a positive impact in the world. For example, a business that caters to parents of school-age children could tell stories of how they are helping busy parents care for and educate their kids. This helps potential customers put themselves in the story, feel good about the outcome and establish a more emotional connection with the brand. A well-told story can create a memorable experience for customers. This will lead to them next remembering the brand and recommending it to others, becoming a storyteller for the brand as well.
Jack Monson
Jack Monson is the host of Social Geek, home of the No. 1 podcasts in franchising and the CEO of Brand Journalists. He has been working with franchises brands and small businesses in marketing for 15 years. socialgeekradio.com