In the latest episode of #BiteSize, Dustin W. Stout, a digital media consultant and speaker, explains what it needs to build a compelling and powerful brand story.
Dustin W. Stout
Dustin is a social media enthusiast, designer, consultant and speaker. He is a self-taught guy who learnt how to get his story heard. Now he helps others do the same thing.
Over the years he has been able to work with some great brands to help spread their message more effectively.
In order to tell your story in a way that actually matters to people, what you need to first do is understand- ‘Why it matters to people?’
A lot of people try to speak from a place, here’s why we want to do it, here’s why we did this, or here’s what we are about. But you need to find a way to flip the script.
You need to flip it and go from the perspective of your target audience and say- ‘You are here to do this, and we are here to help.’
Unless you are Kim Kardashian or Kanye West, people don’t care about what you want. They care about what they want.
I once heard, that everybody’s favorite radio station is WIIFM- What’s in it for me? If you tell your story from that perspective, understand if they need to know right away what’s in it for them to listen to you, then you can create a compelling story.
One of the ways I implement that for one of my companies, which is a WordPress plugin- we created a social sharing plugin. We created it based on our own need as content creators.
We had a problem and we came up with our own solution. So, we connected very much with the target audience because we knew the problem we had and we knew other people have that problem.
So, when we tell our story we tell it from the idea of solving that problem with that pain point for the end users.
It is really about understanding what is it you do and who you are there to serve, those two things have to be the vital pieces of your puzzle and always try to speak from a place of answering their questions about what’s in it for them.