Are They Buying It?

image via Pexels.com

There are 5 million* marketing books, articles, blog posts and tweets espousing the value of a compelling brand story – a powerful narrative that explains how your company solves problems, delivers solutions or is the best at whatever it is you do. Good storytelling is vital to customer capture and marketers use it because it works. (*estimate)

Subaru uses emotionally-engaging stories centered around their cars in their TV ads – I get choked up watching them. Now I own a Subaru because their compelling narrative is backed up by real-world performance, but it was the story that got me in the door.

So, you’ve developed your story, and you’re getting positive public feedback. That’s good! But wait, there’s a critical piece of this whole storytelling thing you have to get absolutely right or it’s not going to work.

You need to find out if your employees believe it. No really, do they?