Storytelling can be a powerful tool in the hands of a capable small business owner, allowing them to craft brands that resonate with customers and outshine competitors. But learning how to craft the right narrative can be difficult without a qualified teacher, and, as many have learned the hard way, nothing incites more scorn than a poorly told story.
On this episode of The Small Business Show, host Shyann Malone is joined by author, storytelling consultant and keynote speaker Matthew Luhn. Luhn’s talent for creating beloved characters and intriguing narratives has helped him craft an overwhelmingly successful career in entertainment. His work has been featured in some of the most well-known franchises, including Disney’s Pixar and The Simpsons. Now, he joins the show to discuss the art of storytelling and its applications in small business marketing.
Key Takeaways
1. Businesses that incorporate storytelling into their branding are able to connect more deeply with audiences than others.
2. Customers want to know what their place in a brand’s story is. Testimonials are a crucial means of fulfilling this wish.
3. Look no further than Tesla to find a prime example of how storytelling can boost a brand’s popularity and customer base.
4. Customers want to be the hero in their brand’s story. Businesses should develop dialogues that allow buyers to contribute to the narrative.
5. Visual storytelling is the most reliable way to communicate engaging narratives to customers.
"Whether it is a big Pixar film, or a Simpson episode, or a small family toy store or a big brand, really whoever tells the best story wins." — Matthew Luhn
Marketing, The Small Business Show