How To Radically Improve Name Recognition Through Storytelling

Seth Godin is a marketing genius. I can say this because 1)he is, and 2)I'm in no way affiliated with him or his business. In a recent blog entry of his, he defined marketing as "figuring out how to tell a story that spreads with the resources you've got." I don't know if I could have said it any better. Believe it or not, marketing is just another form of story craft, that age old tradition of captivating audiences and committing interesting and entertaining information to memory. Find out what makes a good story, make sure your own story measures up, and then spread that story with the resources you've got.

So, let's look at a few things that make a memorable "story that spreads."

1. A good, memorable story doesn't simply consist of fascinating characters and a riveting plot. While you certainly will need those things to have a first class story, so much of the art of story craft depends on other qualities such as ingenious writing, remarkable imagery, and emotional satisfaction.

2. The first line can make or break you. I just read the New York Times bestselling author David Baldacci's Hour Game. This was his first line:

The man in the rain slicker walked slightly bent over, his breathing labored and his body sweaty.

This was his third line:

It was never an easy thing to tote a dead body through the woods in the middle of the night.

Now, I ask you, which would make the better first line? Which sentence arouses more curiosity, captures more attention, and makes you want to keep reading? How did his editors let this glaring mistake pass them by?

Considering that many readers of your marketing message won't make it past the first line, that first line better be a whopper. Whether it's in a direct mail campaign, a sales letter, a website, or a company brochure, it better make them want to keep reading.

3. A good storyteller knows his audience. You probably wouldn't read The Lord of The Rings aloud to your two year old, and your grandmother may find The Poky Little Puppy far from challenging. Pick a story and a marketing message appropriate to your target audience. The more targeted your story, the more memorable it is.

Now, how does your own story measure up? Are you telling it to the right audience, getting people's attention, and crafting it with care? Does your story serve up emotional satisfaction, striking imagery, sound writing, worthy characters, and a spellbinding plot? Think about it.