Using STORY in your Marketing (PLUS how I use my secret Ingredient: HUMOR)

Posted on: July 6, 2017

I’m sure you’ve heard many times how important story is in marketing, right?

It’s that thing that makes you unique and stand out. It’s the thing that grabs the attention of your audience and builds a relationship with them.

True dat. <3

Story IS powerful, and I think having a few guidelines to break down HOW to use story is always good! Would that be helpful?

Here goes:

1) Create a clear BEFORE and AFTER

You’ve seen before and after pictures and whether you like them or not, they sure do a good job of SHOWING the transformation that has occurred right? Your story needs to do a great job of this as well. When I ask my clients to share their experience that I can then use as a testimonial, I always ask them to answer these 2 questions:

Where were you before you began working with Mel?

Where are you now after working with Mel?

Whether it’s a client story or your own, position it so that the change is evident!

2) Share Story Snippets

I think something that can overwhelm us when it comes to sharing story, is that we feel like we have to create a novel and structure it perfectly. That IS a huge task, and often not necessary. When I talk about sharing story, I suggest just sharing snippets! For example, one of my best posts read like this:

“Anyone who knows me knows that I’m relentless about my daily mindset practice. I created it February 28th, 2015 and in 9 months, I only skipped it 6 times. In fact, it’s what I credit my first $41K month to in June of 2015. If I were to share with you my exact step by step for my morning ritual, would you be interested?”

That’s a short post, with just a snippet of story. Try it!

3) Avoid Sharing your Shit Storm until you’re on the other side, nothing wrong here! <3

What I mean is, story is powerful, yes, but it’s most powerful when we can share what we’ve learned, or the lesson in the story, without still feeing like we’re currently victim to it. Sometimes sharing can be premature, and actually NOT position us as an expert in the way that is best (as far as marketing is concerned) if we share before we’ve learned the lesson from our own story. Wait until you’re clear and then relate to your audience over your journey.

4) Don’t try to SELL your Story

Stop spelling things out and trying to SELL your readers on your STORY. Ex) “The moral is….” Instead, just share the facts and let your reader read between the lines just a little bit. It’s so much more powerful to be shown than to be told.

And just to take things a bit further, I have a simple little formula that I think can help you out with incorporating humor! Let me know how it goes and if you’d like, I’d love to see what you come up with!

Formula for Humor:

  • Share factually a situation of your own, surrounding your potential client’s pain point, that they can identify with, without sharing from a victim perspective
  • Quickly juxtapose it with a silly (and simply stated, even deadpan) fact that lightens the mood and shows humility
  • Share the unfortunate ending to your circumstance and repeat tactic #2
  • Now go onto the really cool learning that finishes a wonderful AFTER, gives hope, and pushes the “I need that button!”

Have some fun and let me know how it goes!