One huge reason “telling your story” just doesn’t work. At all. (And what will!)
My client West Paw had an incredible entrepreneurial backstory. But real connection with the brand cemented when we cut the scrappy roots bit and focused on rejoicing in dogs—because that’s who customers cared about most. Photo: Alvan Nee
You’ve tried to tell your story—and even when you think you’ve nailed it, it’s fallen a bit…flat.
All the marketing talking heads are screaming at you to “tell your story!” So you’ve shared testimonials, impassioned ones. You’ve explained the inspired circumstances that sparked your idea. You’ve showed the difference your organization has made. You’ve been “transparent.” Maybe, you’ve even revealed struggles.
And while there’s been some reception, it doesn’t feel like people really care or engage. At least not on the level you think your story deserves.
Honestly? It feels like all of this advice to “tell your story” doesn’t actually work.
It does work, but only if you make one critical tweak.
The problem? You’re telling a story about you…and that’s not what makes your story a legend.
Wait, what? Who else would you be talking about? Well, you can still talk about your organization…but the legendary way to do that is to center that story on someone else. Namely, your ideal reader—a donor, participant, client, or customer.
The story people really want to hear is their own.
Take this blog post. Am I telling you about me, a brand strategist who has helped countless companies not only turn legendary, but save beaucoup bucks and land massive wins? No. I’m telling you a story about YOU—your problems, your experiences, and shortly, your solutions.
But here’s the thing. If you’ve read this far, you’re probably my ideal client…and you’re still reading. (You get a puppy pic. Please hold.)
Sure the products are great. But customers love of dogs is greater. And there’s a way to spin that into talking up the product while talking to the customers’ greatest loves.
Photo: Andrew Pons
How to botch telling someone their own story:
While switching from your story to their story is a massive first step, it’s easier said than done—and you can really blow your brand here.
The absolute worst way? If you don’t understand the full appeal of your own brand, you speak to the wrong desires in your customers. This is where many companies scoff—of course you know why your customers buy from you! But…do you? It’s very common to pick a reason your customers buy that isn’t the biggest or most important reason. Even more common? Not comprehending your FULL appeal. You probably mean more to people than you realize.
Accidentally disrespecting your readers. My clients never set out to insult their customers, but it’s easy to do. An ad that centers on what they’re missing or lacking can veer into belittling. A long email that requires a bunch of scrolling and reading feels time-wasting. I recently saw a “lighthearted” ad of a realtor laughing at Zillow house estimates—it came across as condescending, not educational and fun. While these tactics all focus on the reader, they focus on their perceived shortcomings while dismissing their lives’ realities. It’s a tricky needle to thread.
Talking to the right target audience…in the wrong place. Non-profits often have four audiences:
The people they serve (guests, clients, recipients, charges, etc.)
Private donors (aka, the community at large)
Foundation-level funders (organizational funders)
Volunteers
Usually, these audiences have different desires and access information in different ways. It’s common for your organization to want to focus on the people you serve…after all, that’s why you exist! But in many cases, you already have more potential help-ees than you can handle. When that’s the case, you need to focus on donors and funders so you have the means to serve more.
So, it may behoove you to turn your client-focused website into a donor-focused one. Or maybe your donors aren’t very online, but tend to reach for a leave-behind brochure. In either case, make sure you’re talking to the right audience in the right place.
Product safety came up as a huge concern with pet parents. But when I wrote West Paw’s copy, I didn’t lead with safety. Instead, I congratulated the pet parent for making such a safe choice—reinforcing their identity instead of the product’s feature. Photo: Amrit Das
Truly great legend-weaving shows your ideal audience who they are at their best.
There are easy ways to start shifting your story away from you. Swap any “we”’s in your copy for “you”—it’ll quickly center customers.
And there are more advanced ways, best done by a professional copywriter with a subtle touch (not naming any names but cough maybe me?). Armed with your brand strategy, a top-shelf copywriter can make the story “about” your reader without making it obvious. It can be a client testimonial designed to ring true with common reader experiences. It can be an influencer who serves as an inspiration for their ideal future self.
Explaining the “how” on this kind of artful legend-weaving is beyond the scope of a blog post, but the main takeaway is this: know your organization, and know your organization’s best supporters, so you can make them the stars of your story.
Or in other words, the stuff that legends are made from.
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