Post by account_disabled on Mar 5, 2024 3:10:26 GMT -5
Introduction How much time do we spend looking for valid content for our editorial plans ? Certainly a lot. We invent columns, challenges, hashtags , we study our target in a similar way. Not only that, we go further, we analyze their most frequent searches through tools such as " answer the public " and not only that, we also check the strategies of our competitors. But why do we do all this? Yes, it's true, we want to find truly interesting content for our audience, but what we ultimately want is to differentiate ourselves from others , to demonstrate our uniqueness. To do this we use all our creativity, review the brief with the client and spend entire mornings in meetings to look for that original idea that makes us stand out in the sea of content in which we are submerged on a daily basis. It's incredible how we all, at times, forget about the most original, truly inimitable content of all that has always been before our eyes: our company history . Nothing is more original than who we are. Storytelling not chronicle The story of our journey is unique and inimitable, knowing how to tell it in a compelling and stimulating way allows us to create an emotional connection with our target.
On the other hand, nowadays, is it still valid to present ourselves to our potential customers by showing a series of numbers on our business performance? In an essay entitled “ Stories vs. Statistics ” published in the New York Times, mathematician John Allen Paulos explains how stories win over data and statistics as a matter of trust : “When we listen to stories we tend to calm our distrust to continue listening. On the contrary, when we are faced with statistics and numbers, we have the opposite reaction of lowering our trust threshold for fear of being deceived." From trust you get credibility, and from credibility you get listening. Companies don't ask for anything else. But this equation, as simple to say as it is difficult to do, presupposes a correct narration of one's company history. Our journey cannot, and must not, be represented as a chronicle of facts and dates, our audience is not interested in this. Acting in this way can cause an effect opposite to that hoped for, we can appear unpleasant and Belgium Phone Number border on self-referentiality. Our target wants to know the reasons for our choices , what our motivations were.
We must reveal our fears and the indecisions that have accompanied us during every step we take because this creates empathy and the latter is the only true key to entering the minds of our customers. Where to start from Having established the importance of knowing how to tell our company story, we must now understand where to start to tell it. Certainly from the sources. However, identifying the appropriate sources from which to start our narrative is not at all simple. Much depends on our ability to ask ourselves the right questions. This research step must be guided by our desire to trace our origins . Every company, large or small, was born from a dream, from an idea, from a project, from a sketch drawn on the cover of a puzzle magazine bought in a motorway restaurant on a return trip. In short, we bring out our humble origins, reducing , as expressed by the author of “ Likeable ”, Dave Kerpen , the distance between the company organization and the life experience of our customers. Tell everything, absolutely everything To do a painstaking job, we must be critical in analyzing our sources and knowing how to contextualize them. The company history is the history of the products, the customers, the collaborators, it is human and as such is dotted with successes and errors, the latter must be reported almost faithfully . Company history tell everything because sincerity is disarming Yes, it's true, it doesn't seem like a good idea to also talk about our failures so why do it? Simply because sincerity is disarming. Any negative statement we make about ourselves is accepted as truth almost instantly. Positive statements, on the other hand, are considered dubious at best.
On the other hand, nowadays, is it still valid to present ourselves to our potential customers by showing a series of numbers on our business performance? In an essay entitled “ Stories vs. Statistics ” published in the New York Times, mathematician John Allen Paulos explains how stories win over data and statistics as a matter of trust : “When we listen to stories we tend to calm our distrust to continue listening. On the contrary, when we are faced with statistics and numbers, we have the opposite reaction of lowering our trust threshold for fear of being deceived." From trust you get credibility, and from credibility you get listening. Companies don't ask for anything else. But this equation, as simple to say as it is difficult to do, presupposes a correct narration of one's company history. Our journey cannot, and must not, be represented as a chronicle of facts and dates, our audience is not interested in this. Acting in this way can cause an effect opposite to that hoped for, we can appear unpleasant and Belgium Phone Number border on self-referentiality. Our target wants to know the reasons for our choices , what our motivations were.
We must reveal our fears and the indecisions that have accompanied us during every step we take because this creates empathy and the latter is the only true key to entering the minds of our customers. Where to start from Having established the importance of knowing how to tell our company story, we must now understand where to start to tell it. Certainly from the sources. However, identifying the appropriate sources from which to start our narrative is not at all simple. Much depends on our ability to ask ourselves the right questions. This research step must be guided by our desire to trace our origins . Every company, large or small, was born from a dream, from an idea, from a project, from a sketch drawn on the cover of a puzzle magazine bought in a motorway restaurant on a return trip. In short, we bring out our humble origins, reducing , as expressed by the author of “ Likeable ”, Dave Kerpen , the distance between the company organization and the life experience of our customers. Tell everything, absolutely everything To do a painstaking job, we must be critical in analyzing our sources and knowing how to contextualize them. The company history is the history of the products, the customers, the collaborators, it is human and as such is dotted with successes and errors, the latter must be reported almost faithfully . Company history tell everything because sincerity is disarming Yes, it's true, it doesn't seem like a good idea to also talk about our failures so why do it? Simply because sincerity is disarming. Any negative statement we make about ourselves is accepted as truth almost instantly. Positive statements, on the other hand, are considered dubious at best.