One of my favorite “games” and ways to pass time over the summer when I was growing up was a brilliant game that my mom made up just for me. She would give me a handful of random, totally unrelated words and challenge me to create a story out of them.
Call me a nerd, but I LOVED IT!
I’ve loved writing and playing with words from ever since I can remember. And I’ve learned over the years that good storytelling is the most effective way to capture an audience and tell them something important. Most good preachers do it and most good brands do it.
A big part of my job here at Crossroads is copywriting for small businesses. In my work with social media, I’ve found that the story-driven content always gets the greatest engagement, hands down.
Story is the Most Powerful Marketing Tool We Have
One of the best books I read last year was a book called StoryBrand by Donald Miller. I fell in love with Donald Miller’s writing when I was in high school when Blue Like Jazz put him on the map, and here I am still devouring every piece of content he puts out a decade later. This latest book was perfect for me because I can apply the concepts to the work I get to do every day.
The book emphasizes the urgency to communicate and articulate your brand’s message with clarity. The repeated motto throughout the book is, “if you confuse, you’ll lose.” Customers, that is.
When we cannot clearly and quickly communicate what we do in a simple sentence, we’ll lose our audience and become noise in the background of other brands and competitors. In a lot of ways, marketing is a race to finding the right words- my dream job, right!?
Donald Miller proposes that “story is the greatest weapon we have to combat noise, because it organizes information in such a way that people are compelled to listen.” Using the framework of storytelling, Donald Miller helps brands make music out of the noise.
Bringing Clarity to Your Brand
At Crossroads, we’ve been doing this for years in our coaching sessions with clients. We’ve seen success time and time again as we’ve helped small business owners grow their business with purpose and clarity for over 10 years.
Clarity is key. We’ve seen the effect it has on brands when they’re able to clearly articulate a vision, mission, and point of difference. It always leads to growth. This is a huge portion of what God has called us to do, and we love doing it.
Does your brand or small business need help in this area? Through business coaching, we’re able to get familiar with you and your brand so that we can help you find the words that best describe your business.
And if you haven’t already, you should definitely download our free clarity kit!