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Storytelling vs. Story-crafting

These days marketing is all about the story. It's the story of the idea that lead to the creation of your business, the history of your company, the creative uses of your product, the experience of your service, the transformation that results from your experience. Whatever it is, it's all about the story and thus the storytelling. The storytelling techniques and venues are constantly changing. Just as mass communication grew through newspapers to radio to television the new media is evolving communication and storytelling. Electronics and internet connectivity are changing the game from mass communication and storytelling to individual communication and story-crafting.

Story-crafting is different than storytelling because the listener takes an active participatory role in how they consume the story. User generated content builds on the base framework created by marketers to create new narratives that are much more powerful and relevant to consumers. A forum or blog comment section that collects customer experiences, tips, recommendations, reviews, suggestions etc. is much more relevant to consumers than traditional marketing speak generated by the in-house copy writers. Trust has shifted. Consumers believe their fellow consumers perhaps more so than the company line.

Today customers or fans self organize into different levels of loyalty and devotion to your product, service or experience. In so doing they seek out different levels of connection to your brand. Some just buy your product, some refer you to friends and colleagues, some subscribe to your email newsletter, still others read and subscribe to your blog, a few subscribe to your podcast and somewhere out there somebody wants to tatoo your logo on their body. There's a hierarchy of brand loyalty and devotion. The examples are obvious and oft written about. Apple, Microsoft, Volkswagen, Disney, Harley-Davidson, Tom Peters, Starbucks, etc.

What's needed today is a comprehensive integrated approach to the use of the new tools and communication channels available to today's marketer. The tools keep coming. It's too easy to just grow haphazardly from email newsletters to blogs/RSS to audio podcasting to video pocasting with wikis, forums, chat rooms thrown in along the way. We're seeing some dazzling failures along the way as companies attempt to use these tools without understanding how best to integrate them into an overarching story-crafting strategy.

Today's marketers need to understand new media tools and just how they can and should be used to allow customers and prospects to enter into a participatory relationship with your brand that allows them to connect at a variety of levels with your ongoing stories. Not everyone will utilize all of your communication channels but their needs to be a strategy so that all the elements move the story forward and don't frustrate customers by simply duplicating messages across different media.

That's why it pays to consider outsourcing your customer communication like email newsletters and blogs to a company like BeTuitive Marketing, LLC because we bring a lot of experience and understanding of these new media tools and can help you craft overall strategies for building your relationships and sales with your existing and prospective customers.

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October 19, 2005 in audio publication, award winning blog, award winning magazine, award winning newsletter, Award winning publications, Blog Outsourcing, blog publish, Blogging Tools, Blogs, Brand enhancement, Building B2B Relationships, Building Customer Community, Building Customer Intuition, bulk email marketing, Business editorial, business magazine, Business Marketing, Business newsletter, Business publications, Business relationships, CMO, company blog, Television, Web/Tech, Weblogs | Permalink

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Comments

I was at an informational-quasi-job interview yesterday. I spoke with the vice president of, in his eyes, the most prestigious company of its kind in the market. And to his point, they certainly appear that way to the onlooker. I asked him to tell me about the company's story. Tell me about the founder, his vision and his influence on today's product.

The vice president sneered and laughed sarcastically. "I've been here for ten years. I can't comment on anything before that." Keep in mind, this company is only thirty-five years old.

That officially ended my interest in the company. All of their pomp, circumstance, fancy building, Jaguars and other exotic cars-in-the-parking lot did nothing for me.

"We are the greatest company around" is not a story. It's a shame.

Posted by: Dave | Oct 26, 2005 8:09:50 AM