Born in a poor family in China, a young boy who could only afford to eat chicken once a year, dreamed of having a better life. In 1972, President Nixon visited his city and signed an agreement with China, opening its doors to the West.
His city was one of the first to witness an influx of American tourists. He would befriend these tourists and serve them as a free guide to learn their language and their culture. He soon realised that the West was not accurately represented in Chinese books, and this made him more curious.
He was amazed by the ambition and opportunities that the West exemplified. He knew it was time for him to pursue his personal ambitions, to create something which would change his life.
After being denied a job at several places, he got comfortable with rejection. He eventually became a teacher, but he longed for more. In 1995, on his first visit to America, he touched a computer keyboard for the first time. He started typing and searching for things on the internet. When he typed in China, nothing came up. He thought, if he could put Chinese companies on the internet and help them connect with American businesses, he would be able to create something powerful. Something which would transform China.
Today, the boy has grown into one of the most influential men in the business world. He is the co-founder and executive chairman of the Alibaba Group, Jack Ma!
What did you feel after reading this story?
Did it evoke an emotion? Were you surprised or amazed or inspired? Did the story resonate with you on a deeper emotional level? Would you have felt the same way if you would have read some statistics related to Alibaba, its products, its annual revenue, or profit margins?
Listen to Elise Dopson talk how about how stories are more memorable than facts… (Taken from the podcast Tech Demand Weekly, Episode 4)
Stories are important
For centuries stories have been an effective way to transmit ideas and beliefs. Market research clearly shows how people connect more to a brand with an interesting story. Buyers are moving from being overly cost-conscious to being value-oriented. They want to do business with a company which shares their values. Today, buyers are looking for a relationship, not a transaction, and relationships are not based on facts.
Stories should be relevant
You do not have to bring your audience to tears all the time. The story just has to be relevant to your audience.
Listen to Elise Dopson talk about why relevancy is key… (Taken from the podcast Tech Demand Weekly, Episode 4)
Before you start telling stories about your products and services, you should narrate your own story. It can be a page on your website, blog, or a short video. You can also use social media to share your story and reach out to a wider audience.
Stories with meaning
Several companies today use sentences like, “we transform businesses”, “we bring change”, “we are effective”, among others. Though these sentences sound nice, they seem hollow if not supported by relevant success stories or case studies with facts and statistics.
Elise Dopson discussing personalisation… (Taken from the podcast Tech Demand Weekly, Episode 4)
Remember, every company has a unique story and no one can tell your story better than you. At Tech Demand, we help you build strong narratives which revolve around your authentic experiences. We understand that storytelling is an art, and we ensure that you have your audiences’ attention in this digitally distracted world!