When you think of the word “story,” what comes to mind? Is it “The Three Little Pigs” because that was your favorite story growing up? Or maybe one of the classics, such as “A Tale of Two Cities” by Charles Dickens or “Iliad” by Homer. Whatever the case, you have a notion of what a story is and what it should be. It is so ingrained in your mind that I don’t have to say anything other than the word “story” and you are already thinking of one.
Why do these specific stories pop into your brain? Maybe it’s your favorite novel, or maybe you were taught to appreciate the story’s meaning in high school. Either way, these stories mean something to you—and at the heart of any story should be meaning.
Why is it that we are still reading stories that were written hundreds of years ago in a language that is so different from the way we speak today? The answer lies in the fact that stories have the power to impact generations. When a story is well-written, it can start revolutions and wars, stop discrimination, and change hearts.
Every day that your company is putting out content, selling products, or solving problems, it is telling a story. It is your job to help shape what is said. Every company has a story, because every company is made up of people. It does not matter if you are selling beds or the latest smart phone—your company has a story to be told.
I hear a lot of people say that they work for a boring company, and that there is nothing they can do to make it seem interesting. Let me stop here and show you that every company can tell a compelling story, regardless of how boring their products seem.
One example is an advertisement for an LG washing machine. No one would want to watch that unless they were in the market for a washing machine, right? Well, take a look for yourself: https://www.youtube.com/watch?v=bthVcI9M2lg
This was a simple yet stunning example of compelling storytelling. LG wanted to tell the world that its newest washing machine was so quiet and so still that even while cycling for 12 hours straight, it would be stable enough to support a 3.3-meter house of cards. Does a deck of cards have anything to do with laundry? No, but it sure made LG stand out from the competition.
Let’s look at another example of storytelling that captured an audience’s attention. This one is brought to you by Pepsi Max: https://www.youtube.com/watch?v=OTcdutIcEJ4
At no time in that video was there a Pepsi Max bottle or even a mention of the brand—until the logo at the very end. Do you think that hurt Pepsi Max? No, in fact the video currently has over 14 million views. That translates to more brand recognition and overall sales.
Videos are a great way to tell your story, but they aren’t the only way. Infographics and e-books are also effective and engaging ways to connect with your audiences and stakeholders. Take a look at these infographic snippets that Avalaunch created.
The infographics are colorful, visually appealing and make the information easy to digest. All of these make them another way to tell a compelling story.
When it comes down to it, you don’t have to be the center of the story to make it great—you just have to tell a compelling story that reflects positively on your company.
So what story is your company telling?