The internet has changed the way business is conducted in a lot of ways but the most profound change I think is in just how personal it’s become. The key to getting customers and clients today is in letting people know why you do what you do. Consumers now look for a personal connection to businesses.
The message, the story, the big idea are all vital components of marketing campaigns and a brand’s voice is a key part of the effectiveness of advertising and marketing.
Modern communicators can become modern storytellers by doing 3 things:
- Structure their communications as a story – create communications that have recognizable elements and phases
- Put the story in context for the listener – this means understanding the listener and his or her world. Speak to the things they know (and possibly include the things that frighten them)
- Make the listener the hero – tell stories that enable the listener to imagine themselves as the protagonist, and more importantly to imagine themselves being successful
The great joy about working and communicating in a digital age is that we have the tools to do all of these things well. Digital tools enable us to create stories based on insight from our data. They allow us to reach out into communities to develop that sense of shared experience that is such an important element of traditional story telling. And they allow us to personalize our tales to pull the listener into the heart of the subject.
It is about understanding who the audience is and finding the common connection between what a brand wants to say and what resonates with the listener.
Best of all, a business owner can express their honest views and feelings on a subject and be sure to connect with like minded people the world over. The way business is being conducted thanks to the internet and social media platforms we’re now embarking on an era where honest business will prevail and soon be the norm after decades of corruption and a lack of empathy.
David J. Bembry
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If you missed the news, Facebook was recently valued at $201.6 billion. That’s enough to slip it in at number 22 on the list of the largest companies in the world.
Most of that value comes from ads, and to attract advertisers, Facebook sells them your information. It also adds features that annoy you, but play well with the ad companies. If you hear people insisting Facebook doesn’t care about your privacy or experience, that’s why.
In defense of Facebook, some features are ones you’d actually want to use — click here to learn 10 of them. Plus, it does give you the option to tip the balance of privacy back in your favor, if you know where to look.
Here are five features you want to change. LEARN MORE!
Empathy is really about acknowledging the emotions of others, being thoughtful and considerate of their feelings, and making decisions that take those feelings into consideration. http://dbembry.com
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It’s easy to get seduced by accruing more Twitter followers and Facebook likes. But they’re not a true measure of success.