When it comes to getting your message out, traditional marketing and advertising don’t cut it anymore.
Tell a good story, though, and you’re golden.
So says Wharton professor Jonah Berger. An expert on marketing, advertising and social influence, Berger was on hand at the 2014 Sage Summit with a no-nonsense message for brand managers, marketers and advertisers everywhere:
“People don’t share advertising. They share stories,” said Berger, author of the best-selling Contagious: Why Things Catch On. “Good stories are like a trojan horse. They carry brands and their messages along with them.”
Let’s face it: CPAs are data-driven folks, and all of that information serves a hugely useful purpose. It helps us see trends and make good decisions.
On its own, though, information is largely forgettable. It doesn’t stick.
You know what sticks? A good story. And why? Because it’s compelling and emotional. Find the story behind the data and it will be nearly impossible not to sell.
How do you find those stories? Berger has a few ideas:
Here’s the deal: We’re all salespeople today. Just ask Dan Pink. We’re not talking about your parents’ sales jobs, though. We’re talking about “non-sales selling.” We’re talking about telling stories, finding triggers, sharing secrets and being remarkable.
This stuff isn’t easy. If it were, everyone would be doing it. But to out-sell the competition, it’s absolutely essential.
And it all starts with this:
What problems are your clients trying to solve … and how can you help solve them?