So, what’s your story?

November 4, 2013

We see it all the time.

In agribusiness, companies – successful companies, mind you – struggle with telling a compelling story. It’s easy to see how it happens. You’ve developed a good product or service and you want to tell the world about it, right?

But the “shout from the rooftop” method of telling that story often results in a lot of chest thumping that leaves the audience wanting to chew their own arm off for stimulation.

Think of it this way. If you meet someone at a dinner party and all they want to talk about is how great they are, how likely are you to be interested for longer than, say, five seconds?

Remember the formula

If you’ve ever read a book, you know the formula: There’s a beginning, middle and end to every story. Stories follow this formula for good reason. So should you.

Start with a strong open to put the audience in the right frame of mind. Next, set up a problem and present any conflicts that might get in the way. Finally, end by finding resolution.

In other words, take the audience along for a ride. If they like the ride, they’ll hang around for the duration and maybe even ride again. Better yet, they may just share your story with others.

Your goal is simple. Take the consumer on a path from awareness to trial to advocacy. You want people to use your brand to describe their life. Done right, they’ll tell your story FOR you.

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