Think about the last advertisement that stuck with you.  Chances are it wasn’t a list of product features; it was because you connected with the story. Humans are more attracted to stories; they capture our attention by creating new worlds and experiences in our imagination.

In the book “Made to Stick” by Chip and Dan Heath conducted an experiment where students at Stanford were asked to prepare a 1-minute speech. They found that on average only 1 in 10 students tells a story instead of using statistics in their speech, and when it came time to remember the presentations only 10 minutes later, only 5% of the audience could recall a specific statistic, but 63% of the audience could remember the stories. Meaning that people remember stories roughly 12% to 13% better than they remember statistics.  

Finding your brand’s voice to tell your story helps people recognize who you are and remember why your business matters.

Show Your Consumers Why

Show your customers why you matter. Ask yourself: Why should they care about your business? What makes your brand feel meaningful? Don’t focus too much on yourself or your brand, learn what your audience likes and lean into that. When customers look at products, they aren’t buying Trex decking; they are buying a place to enjoy time with their family. Customers aren’t buying dental implants; they are buying confidence in their new smile. They aren’t buying marketing services; they are buying brand recognition, customer action and ultimately positive revenue outcomes. What is the real value your product or service brings? Your advertising should be showing your customers how your business can add value to their life.

Sell Your Story

 Just sharing your story is not always enough, you need to tell it in a way that captures attention and sticks with your audience long after they’ve seen it. You can do this in a similar way to Dan Brown Construction! MediaBrush Marketing partnered with Dan Brown Construction in 2022 to help build his brand recognition in his local marketplace. We positioned Dan as the face of every campaign, building the brand around him. Since Dan Brown Construction is a general contractor focused on outdoor living and Trex decks, we have to convince the consumer they like Dan enough to invite them into their home. This is a very personal decision. In a recent commercial he collaborated with a local youth baseball team. The video opens with Dan struggling to catch a ball and get a hit! The highlight of the video is that Dan may not be a baseball star, but he is a master at building decks! You can look at the advertisement here! This commercial is memorable because it highlights Dan’s personality before his work. Viewers get to see his humorous side as he struggles to play baseball with young kids. This concept makes Dan feel more approachable and authentic. By the time the commercial reveals what Dan is actually good at, the audience remembers both the joke, and the slogan; “Dan can’t catch a fly ball, Dan can’t hit a home run, Dan builds decks!”

If your product or service is complex, a visual can make it easier to understand. Demonstrate it in real-life situations, feature user-generated content, or compare it to something familiar. Every memorable brand story has a purpose. The most effective ones are built by creating content that connects with your audience.

Bring Your Story to Life

Storytelling is a process; it requires creativity and takes time to get quite right. It starts with understanding your core audience. Don’t focus on the outliers, as they are most memorable to you. However, they are not the most profitable opportunity for your brand. Once you have found your audience, develop your brand in a way that connects, develop a story line that people can relate to or find funny and how they can apply it to their lives. Then end with your call to action. What do you want your audience to do next? Should they go to your website to learn more, call your office to set an appointment, or visit your location to see your products? It is important that you clearly define the next step.

Stop selling and start storytelling. Every business has something worth talking about. The challenge isn’t finding a story; it is delivering it in the way people remember. Here at MediaBrush we can help you tell your story. We turn businesses into brands that people connect with through creative storytelling, strategic marketing, and content that inspires action in your customers.