Public Relations & Social Marketing Insight

Is your brand focused on transactions or interactions?

 

Why is this article showing up in this collection on biz storytelling?

 

Because the 4 ways brands can build relationships gets done through effective storytelling.

 

I love the 4 points made here in this quick read: branding is about building relationships to generate business, not pushing messages to make sales.

 

As a result, the game is now about human interactions instead of product transactions. What is the most effective way to promote human interaction? Story sharing!

 

This leads to point #4 -- relationships allow for organic discovery -- about your product/service, customer needs/likes/wants, potential innovations, new markets, etc.. The best vehicle for allowing organic discovery is story sharing.

 

Read the rest of the insights here. They make tons of sense. And if you like the ideas but want to know how to implement them -- then bring story sharing (telling your biz stories and listening to the stories of others in return) into your daily work life.

 

This is a game-changer.

You’d think that a problem makes for an interesting story. But when it comes to telling the story of game-changing innovation, the “problem/solution” model is broken. This is why so many brands and causes have a hard time telling their story. When it comes to business, you want to introduce a paradox, not just a problem.

 

What a great post from colleage Michael Margolis on how to re-think the problem/resolution elements of a story into presenting the possbility & then the obstacle being faced.

 

This is an especially important insight for nonprofits to get because the problem/resolution set up starts out with a negative -- which can be a turn-off for people. As Michale says, we are surrounded by enough problems these days.

 

So turn the problem/resolution dyamic on its head and shift to presenting the possibility/obstacle dynamic instead.  That way you are leading with a positive, and then presenting the obstacle to overcome. Obviously then people's participation in the cause/business will help the obstacle be overcome. Or part of the obstacle has already been overcome with people's help.

 

Now, I would suggest doing the same for any business -- present the possibility and the obstacle, and then the resolution or call to action.

 

I be you'll feel better setting up your story this way, and so will your audience. Let me know how it goes!