The Storyteller’s Version of THIS or THAT

If you have young children around, you’ve likely played a couple of rounds of, “This or That” (or 500 rounds). It can be quite a funny game!

For today’s storytelling version, I’m going to share some of my tried and true tips for successful content marketing – more of a, “do THIS, instead of THAT,” list. I’ll share simple strategies that have helped me to grow my business, as well as some things that I’ve learned to avoid.

Over the last few years as a ghostwriter and content strategist, I have helped dozens of small businesses (just like yours) to build their brands, grow their audiences, and increase their profits through storytelling.

And I can tell you this quite honestly – I’ve learned some lessons along the way…

What I’ve found is that most business owners start out very earnestly – they have the very best of intentions, but they are unsure of WHO their ideal customer is, WHERE they are hiding, and HOW to find them.

If this is you, check out my FREE download, The Customer Persona Worksheet.

Without further delay, here are some of my THIS or THAT faves…

If you’re a small business owner that is using storytelling as part of your content marketing strategy, my number one tip is to always, Share Over Sell. This means that, when given the choice to talk about the ingredients in your products, OR, to present an engaging and relatable narrative about someone you know who has achieved their weight loss goals; you choose the narrative.

Similarly, when you’re looking to engage a larger audience and gain more followers, I always recommend taking the Attract Over Chase approach. This means that, instead of cold messaging, spamming, or multiple reach outs, you recognize that it is much better (and effective) to attract your audience through a combination of the following principles:

Understanding what your ideal customer is looking for
Sharing info and stories that relate to what they want
Knowing that people buy from those they like, know, and trust
Respecting the relationship timeline by not asking for a sale

Is the Storytelling version of This Or That making sense so far?

When I first started out as a ghostwriter and content creator, I looked to several mentors and sources for guidance and inspiration. I always suggest to my clients that they do the same – especially when they’re just getting started. When we get complacent with our work – regardless of the industry or field – something suffers. And, we know how quickly social media do’s and don’ts change. One day, it is considered completely acceptable and even trendy to use a particular word or hashtag, and the next? Time to move along.

That brings me to my next point…

It is always better to Align Over Hustle. Hustle is one of those words that had a “moment” or two a couple of years ago. And, while there is absolutely nothing wrong with working hard and showing up every single day for your customers, it is preferable to align. This may be a subtle distinction, but it’s an important one. When we align with our business, it means that things come more easily and more naturally. Work isn’t as much of a struggle because it all makes sense. We communicate this alignment in our stories. Things flow. They add up. They align.

And last, but definitely not least, is Give Over Take.

In the small business owner’s game of This Or That, it is always, always, always important to ask yourself, “Who am I serving with this content? How am I helping? What value am I adding?” If you are in it for the long haul and are looking to create a loyal customer base, then take some time to evaluate the tone and theme of your content marketing. The stories we tell should be less about us, and more about them. They should aim to inform, help, and motivate. They should inspire trust and over-deliver on value and resources. When we choose to give over take – we shift the balance of the relationship away from the “ask,” and we respect the belief that people want what we have to offer, but they don’t want to be sold to.

As storytellers – whether on our own, or with a little bit of help – we have the ability to create good business karma by always remembering to ask ourselves, “Should I do this or should I do that?”