About Sebastian Morales

Sebastian Morales has been a member since May 21st 2014, and has created 11 posts from scratch.

Sebastian Morales's Bio

Sebastian Morales's Websites

This Author's Website is

Sebastian Morales's Recent Articles

Marketing With Stories – Wrapping It Up

This series of blog posts about marketing with stories gave you a lot to think about. You’ve learned that marketing stories aren’t that different from any type of story that you read in childhood or that your parents told you.

All marketing stories have some components that make them exciting.

The story is about someone — in this case your audience.

The story is about achieving a specific goal, solving a problem or overcoming an obstacle.

The story is about how your product or service solves the problem.

The story has a value point or moral to it.

You’ve learned the importance of words and imagery that allow you to weave the story in many different forms for consumption on different mediums such as your website and social media. You’ve learned that words have meaning, and images have power. You’ve also learned how important it is to be yourself as you tell your marketing stories and to ask for help and feedback from your audience and colleagues.

In addition, you’ve learned that you can take old ideas and make them new again. You’ve learned that marketing with stories is a way to build strong relationships with your audience and a great way to let them know that they matter, they belong, and you want them to be happy. There is hardly anything more personal and important than that, and it doesn’t matter what your product or service is, marketing with stories works because it shows that you have taken the time to ensure that you tell stories your audience wants to hear.

Finally, I want to leave you with the words of Chris Brogan who said it best,

“Stories are how we learn best. We absorb numbers and facts and details, but we keep them all glued into our heads with stories.”

I agree with Chris. Now, it’s time for you to work on your marketing story. Tell your story, tell your customers’ stories, and experience how easy it is to market with stories.

The Most Important Factors in Marketing with Stories

Last blog post I told you about the ways in which you can repurpose your marketing stories for maximum exposure and impact. It’s clear that you can start with any format for your story and repurpose it to another. But there are a few things that I believe are the most important factors in creating marketing stories that work.

This is true whether you are creating your brand’s story, your customer’s story, or your products or services story. No matter what angle you approach it from these factors are most important to adhere to. If you do these things, you can and will create marketing stories that get results

It’s Always About Your Audience — No matter which angle you are approaching your marketing story from, it’s really always about your audience, it’s never about you. Even when you are telling the story about how you started your business it’s about what you can do for your audience. Always.

Focus on Clarity — Instead of worrying too much about grammar, punctuation and proper sentence structure, instead focus on being clear with the words you use and their meaning. Words do mean something, ensure that you and your audience agree on their meaning and whatever you tell them will resonate.

Speak With Honesty — Whether writing, or conducting a speech you are speaking to your audience and it’s imperative that you are always straight with them. It takes a long time to build trust, but only a few seconds of doubt to ruin it. If you’re honest, your audience will know because telling your story honestly is so much easier than lying.

Be Yourself — No one can do you, the way you do you. It doesn’t matter what competition is out there you are still unique and have something to offer that no one else does. Yourself. If you pretend to be someone you’re not, it will be impossible to build a true relationship with your audience. They’ll know. Almost immediately.

Talk With Your Audience Not at Them — It’s important when you write copy for marketing with stories that you use a conversational tone, with real words, not buzzwords, or inaccurate and confusing terms. While writing, picture your audience of one, in your mind’s eye and simply tell them your story. For real.

Forget About Marketing — It’s tempting when marketing with stories to revert back to sales page tactics but remember, when you are marketing with stories you’re not writing a sales page, although you might use stories on a sales page, the story itself is different. The more you can share with your audience and be a resource to them the better.

As you share your own story, focused on your customers, and ask them for feedback and to share their stories, something really special will happen. You’ll build a strong relationship, one that will carry you forth as you create new products and services for a loyal customer base who will become storytellers for you on your behalf. Marketing with stories is that powerful.

Next week is my last blog post, I’ll go over what we’ve learned and give you some food for thought as you move forward on your journey to market with stories.

Ways to Repurpose Content & Get More Out of Each Story

Last blog post I told you about using imagery to best represent what you want your audience to envision in their mind’s eye. This post is going to be about how you can create many different versions of the same marketing story to get more out of each story and so that you can use it on different mediums such as your website and social media.

There are many different ways to tell a story. The great thing about that is you can also tell the same story in many different formats. You can start with text, create a podcast out of it, add some images and create a slideshow, add some movement and music and turn it into a video. You don’t want each format to be identical but you do want the different formats to be connected by one story.

Case Studies — This is a great way to add to any marketing story because your audience loves to hear stories about themselves. They love to read about, or listen to a story about someone just like them having succeeded with your product or service. There are many different forms f case studies too. You might include one or more case studies in your marketing story, depending on your goal. If you include more than one, each can then be taken as a whole and marketed alone.

Testimonials — Using testimonials inside a marketing story or as a marketing story is a great way to speak directly to your audience by letting the audience tell the story themselves. You can design the method, written, video, interview, and the concept and your customers will fit their story into that concept. Make it fun, have a contest and you’ll gather a lot of information and testimonials that you can use to develop your marketing story.

Podcasts — You can actually weave your story over several podcast episodes. After all, telling your story doesn’t have to be done in one fell swoop. Marketing with stories isn’t a one-off event, it’s an ongoing relationship building tool that can inform your entire online presence.

eBooks — Using an eBook format to disseminate your story is a great way to put it all together for your audience who likes to read. You can weave stories into any eBook that you write about any topic. Consumers love a good story, and an eBook is an excellent way to provide it.

Videos — With the advent of simple technology that almost anyone can use to record digital videos you can now use it to create compelling stories with short and even longer videos. This is a really good way to use marketing with stories and testimonials from clients. Letting clients tell their story and how your product and / or service saved the day and is very powerful. Plus, what could be more real?

Images — Graphics and photographs are wonderful additions to any type of story. It’s important to choose the images correctly that add to and not take away from the words that you use. The right image, which might just be a graphically enhanced quote taken right out of the text of your marketing story, can be shared thousands of times.

Memes — You see them on social media like Facebook, Pinterest and other image centric social media sites. A meme can tell a story in a very quick way, and link to the longer, broader story on your website or blog.

Infographics — When you have a lot of data to share with your audience one of the best ways to do it is with infographics. An infographic is longer than a meme, and more than one image, it usually encompasses a lot of data illustrated in image form so that it makes sense to the reader. It’s a powerful way to tell a story quickly.

Learning to repurpose all of your content including when you are marketing with stories is a great way to never run out of ideas. Next week I will tell you some of the most important aspects of marketing with stories that you need to know.

How to Use Visuals in Your Marketing Stories

Last blog post I told you about how to ensure that your marketing story is something that your audience wants to read. Now I want to explain how the words that you use, the images that you include, and the format of your marketing story makes a difference in how your audience perceives the story.

Use The Natural Talents of Your Audience

Human beings are natural story tellers and also love to listen to stories. Our imaginations are amazing and limitless. Words form pictures in your reader’s mind. The words that you choose can make or break you. If your words prove you don’t understand your audience then you’re in trouble.

Even a 450 page book that has no imagery what-so-ever can be thoroughly enjoyed when read by the right audience, as long as the author was creative at putting together the right words that brought forth the images they wanted their audience to envision. If the author studies their audience well enough, and uses the imagination of their audience, they will weave a winning marketing story.

Find Descriptive Words That Speak to Your Audience

It just goes to show that if you use the right descriptive words to appeal to your audience’s senses that you can actually make them think about exactly what you want them to think about at exactly the time you want them to think it. That’s very powerful stuff. Due to the technology you may be using to tell your stories you can also consider the format in which you present the information.

Research keywords that your audience uses, and words that bring to mind the images you want your audience to think about. If you want to take your readers on a wild ride through the rapids, you can do that with your words. If you want them to feel comfortable, relaxed, and serene your words can do that too. The fact is, words matter.

Choose the Right Imagery

Will you write a paper, a blog post, a slideshow, create a video, or a combination of all of them? Your choices are many. It’s important to ensure that any imagery you use doesn’t take away from your words and lead your audience in the wrong direction. Use great care when choosing the graphics that go with your story to make sure that nothing is confusing or contradictory. Use words that go with the images and vice versa. Use colors, formatting, and fonts that are easy for your audience to read and understand.

Images can go far in helping back up the words that you use in your marketing story. They can also convey many more feelings and emotions more quickly than words alone. But, only if you are very careful and selective when choosing the images. The saying, “a picture is worth a 1000 words” is very accurate, but you don’t want them to compete with the actual words that you use to tell your marketing story. Consider the emotion or action you want to evoke as you choose the images.

Visuals in your marketing stories are very powerful elements that you need to take the time to learn to employ. You can do this by talking to your audience, sharing images on social media with quotes, and learning what your particular audience likes by simply asking them. My next blog post I will talk about the different ways you can repurpose each marketing story in order to get even more traction.

How to Tell Stories Your Audience Wants to Read

Last blog post we talked about putting a twist on traditional stories. It’s important to tell creative stories that your audience wants to read. But, how in the world do you know what stories your audience wants to read?

You may be tired of hearing it but it all goes back to knowing who your audience is. Repeat that out loud. Know Your Audience. If your audience loves unicorns, you better figure out a way to make unicorns part of your story. If your audience loves order and neatness, that needs to be there too.

As mentioned previously, everyone wants to feel like they matter, are understood, belong to a group, and to simply be happy. How they get to that point is different for each individual and is not universal. It’s up to you to study your audience so that you can determine how best to ignite that passion without your audience for your products and / or services. Marketing with stories gives you a way to do that in a creative manner. But, exactly like all marketing: You must know your audience.

Start With Your Audience’s Problems — Pinpoint a specific problem that a member of your target audience has. Craft a story around that one problem with the solution to that problem being part of the moral of the story always remembering to tell your audience what to do next.

Ask Your Audience What They Want — Talk to them, form open communication paths with your audience. You can do this with email, social media, or through your website’s blog. But, however you do it, your audience must always be at the center of every story, every product, every service, and every thought in order to be successful.

Give Your Audience Solid Examples of Success — Using feedback from your customers, and solid statistical research show your audience what success looks like. Infographics, images that help tell the story and other visual elements will help make it more readable and interesting.

Entertain Your Audience with a Twist — Make it not boring. No one is going to read your stories if they’re boring. Create a hook and carefully craft a story that will entertain your audience on their level using marketing stories that they will want.

Audiences who read, relate and engage with your marketing story are a lot more likely to answer your calls to action whether that is to sign up, buy now, or call. Stories are in our DNA, tell a compelling one that resonates and you will win over more customers that you did before. Remember, it’s not about selling, it’s about telling your story in an interesting and engaging manner that your audience wants to read. You can’t do that if you have not taken the time to get to know your audience.

Next blog post I will tell you how to use visuals to make your stories really stand out. I’m not just talking about graphics, but how your text looks, and how you can use certain words to draw pictures in your audience’s mind.


Follow

Get every new post delivered to your Inbox

Join other followers