Storytelling: Marketing for every economy

Has the economy got you down? If the folks I’ve been talking to are any indication, there’s no across-the-board answer to this question. No doubt about it, some businesses are feeling the pinch. But others are surprisingly robust. And everyone, it seems is looking straight ahead, positioning themselves for the eventual uptick.

Even if they’re cutting back, smart businesses and organizations are still out there having the marketing conversation. They’re telling their story. They might even be taking the opportunity to re-evaluate whether that’s still the best story they’ve got. Marketing in any economy means not losing sight of what makes you remarkable.

How do you impact the lives of your clients, customers—or even your community? Can you recall a time when your business went above and beyond the call to deliver great, talked-about customer service? When you think about the values you claim to stand for, can you think of concrete examples that really illustrate them?

Remarkable stories, one message.

Now, can you tie those together in a way that has meaning and value for your audience?

There are plenty of affordable marketing vehicles for your best stories. If you’re smart, you won’t settle for just one. That’s the whole idea behind “integrated marketing communications.” The best news is that you’re probably already producing some of them. Add a little strategic storytelling, and immediately, you’ve got more impact.

Consider these:

• Case studies and success stories. If you can tell a compelling story about how your work has improved the lives or business results of your clients, your community or even a single customer, then that story should be written down and shared. Get it on the web site. Hand it out at a conference. Share.

• Press releases. Go beyond the standard announcements. Give them more than who, what, when, where and why. This one is a no-brainer. Why? What is the media really after? That’s right… a good story.

• Annual reports and brochures. Your brand stands for something (we hope). If you’re producing an annual report or a marketing brochure, there is no better place to put a real-life face on your values. Especially if you’re a nonprofit.

• Newsletters. Whether email or print, newsletters are the traditional place for telling good business, customer or project stories. Get creative. Make them count.

• White papers. Got a story about how your product or service is solving an important challenge for your audience? Package it up in a white paper and let people know about it!

That's just for starters. Feel free to share your own ideas here. I'd love to hear them.