Step 3: Tell Stories
Storytelling is an ancient art, but it’s never been hotter than today in terms of communication strategies. Consider Kickstarter campaigns, where people contribute because they relate to the story and want to be part of it. In 2014, Coke introduced a Share-a-Coke campaign where people could get a Coke made with a friend’s name on it by telling stories others could relate to. Storytelling is a great way to have your information consumed, remembered and shared. Every brand has a story.
While we can’t provide testimonials, we can employ a storytelling approach. For instance, why not lead off a retirement planning article with a story about a couple who is struggling to communicate their priorities? Or make your year-end communication to clients an assembly of the top five things you learned in 2015 by helping your clients? Instead of bios on your website, have your team write their stories: “Why I am in this business.” Instead of a firm history, what about a first person narrative from the founder on the journey you’ve made, and how you feel about your clients? You can do this.
These three steps go hand in hand. Storytelling will help humanize your firm. Humanizing your firm will open more communication channels, result in a wider array of content and make you more attractive to people. That enhanced profile will show up when people check you out on the Web, creating a much stronger reference point.
Buy lunch for your team and sit around a table looking at how you present yourselves to the market. Then look at other companies you feel really strongly about or admire—outside our industry. Finally, talk about who you want to be, what you want people to feel when they find you on the Web or read your collateral. You don’t need a marketing expert in the room—just be people, thinking human to human. I’d love to hear from you if you’re willing to tell your story!
Gail Graham is chief marketing officer at United Capital, an innovative and fast-growing financial life management firm with a unique approach to the market. Having earned awards in retail investor and advisor marketing, Graham is driving United Capital’s brand development, marketing and lead generation across all channels. Follow her on Twitter: @GailGrahamUC.