In addition to being engaging and memorable, business stories serve as a guest list for your business. A well told business story communicates the kind of person you want at your party/business. If you don’t keep your audience in mind when crafting your story, you’re bound to attract the wrong crowd.
Your Audience is Part of Your Story
Writers frequently refer to their audience as co-creators of their story. The same can be said of an engaging business story.
“It’s not about the money, it’s about living the life you want to live. You have to do something that you enjoy. – Andy Freeman”
Your story must resonate with your ideal customer to be effective.
Busch Beer and the Earned Approach
Take a look at this 2014 campaign by Busch Beer. The product isn’t even mentioned until the end frame.
Busch is appealing to the working man – the people who earn a drink at the end of a hard day. Its target audience is not customers who want a craft beer experience or those who squeeze fruit into their beers. They sell affordable, mass-produced beer and tell a story that appeals to the people who consume it. It’s one of hard work, community and grit.
They also don’t do it alone. Busch invites its viewers (and drinkers) to share their stories via social media.
Sierra Nevada Brewing Company – Hops and Adventure
Compare Busch’s story with this beer maker:
Sierra Nevada Brewing Company’s story tells of how the founder followed his dreams. It incorporates powerful images of the adventurous spirit and implies these are people of means who have time and funding for exploration. It captures the beauty in nature and forgoes the grittiness. SNB appeals to people who drink beer for taste and give thought to how it’s made.
Two very different audiences with noticeable differences in the storytelling.
Both capture the ideal of being true to yourself and your interests but Busch does it in an approach that highlights a man following his boyhood dream. SNB’s company story highlights a man following his dream too but in a more adventurous exploratory way, with less focus on the amount of work and more focus on the experience.
By telling your story, you are also controlling who you are inviting in (to sample and purchase your product). In Marketing 101, you learn if you sell high end race cars, there’s no point in targeting the every man. He won’t/can’t buy from you. The same holds true of your story. Your story should be evocative and resonate with your ideal customer.
It’s not enough to tell a meaningful, interesting story. You must keep your target audience – and what they relate to – in mind, otherwise there’s no telling who will show up.