Steve Jobs was a fantastic storyteller. Not only did his stories captivate the audience to which they were being told, but they also motivated that same audience to do something very important: buy. Jobs’ stories were a key part of his marketing, and one thing that made Apple so successful. If you want to be even a fraction as successful in your business, there are four essential things that you must understand when marketing through storytelling:
- The Status Quo
The status quo refers to what currently is in regards to your customer. It also refers to what your customer currently wants or needs.
- The Hypothetical
This is one of the most important parts of the four, the big out-of-the-box concept that challenges the status quo. As quoted by the article cited above, Jobs’ hypothetical –which he turned into reality- was, “What if smartphones could be less machine and more human?”
- The Concerns
Your idea isn’t going to be met without objections – understanding consumers’ concerns and responding to them in advance is essential.
- The Shock Value
All marketing campaigns or stories should, to some extent, have a shock value, something surprising or something exciting that epitomizes what you are saying. Think of the Hanes’ commercials – unclothed men in tight underwear certainly make you remember those ads, right?
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