There’s nothing quite like a good story. When sitting at a lecture, listening to a celebratory speech or even talking to a friend, our ears perk up and our minds click in whenever the word “story” makes an appearance.

What is it about a story that catches our interest? A story has the power to take a concept, a philosophy, an idea and make it into a breathing, colorful entity, giving it life and making it real. It takes hazy notions and turns them into tangible, concrete objects that we can feel, touch, and understand. A story creates a connection.

In marketing, the ‘story tool’ is potent and powerful. When you tell people the story behind your product and company- they start listening. Because with the help of a story, you turn a cold, impersonal object into a warm and real personal connection. Imagine you supply a service, such as an appliance repairman. Your story begins when you were just a child and would spend hours taking things apart just to figure out how they worked, fascinated by the intricate technology. Now, you’ve been working in the industry for over 20 years, and you love the challenge of determining the exact cause of the problem and providing a long-lasting, effective solution.

You’re no longer just a repairman to your clients. You are now a person who possesses an innate curiosity, a love for his work, and pride in his achievements. And you provide truly unique, individualized service. You’ve just created an intimate connection with your clients by giving them a real image of who you are via a story.

What’s the story behind what you do? What drives you, what motivates you? How did it all begin? Tell your clients about your history and your mission, and notice how people begin to connect to you and become enamored with your unique expertise and focus. Tell your story and make your company and product come alive.

Onwards and upwards,
Meny Hoffman