StoryQuest Blog

You know all about it – there is too much information and content. Too much to consume, and not enough time for you to really get the most value out of it, – you have heard it all. In fact since you’re experiencing information overload, it’s fair to say so are your customers.

However you define it, information glut is the modern human condition. And while all this information can be good for many things, it makes it is harder for you to get your message to people in a way that addresses this issue. It’s harder to get them to open an email, navigate to your web page, consume it, focus and really consider your message. Getting messages “out there” – getting others to click on, watch, listen, and really consider what you have to say – that is a huge challenge.

Now let’s me be honest – this is a complex problem, and with lots of ways, maybe too many to help. Email tools, social media, better websites, videos, customized content, – lots of things can help. But I would like to suggest two simple ideas for you to consider first.

#1. Make a human connection

Add an honest voice and a real human face to your messages and content. Think about it. How much of that do you get these days? Of the many commercials, flash websites, white papers, case studies and more how many offer a voice that you can listen to make a judgment on?

Can you see the real person who the story is about? Can you really tell what the experience was like without hearing their voice? Without either – it is tougher to make a leap of faith and trust the authenticity of the story. Adding a face and voice is not as hard as you may think. Start with adding a picture. But make it real. You in your office, on the phone, imperfect in some way.

#2 Write in first person.

Today, everything is written in the third person, from no one specific to no one specific. Again it is hard to get excited about this generic, one size fits all messaging. We live in the “me” economy. Speak to “me” be personal, honest, imperfect. Do that and people will listen.

Making a human connection can help you stand out from information clutter. Using voice and writing in first person are ways to take communication to a conversational tone.

OK – so where to we take it from here?

No matter what you are doing, we are all in the same boat – sharing our messages with an over messaged population. The solution, today more than ever is to make it personal. And if you can’t make it personal about them, make it personally from you. Give your audience a face, a voice, and an authentic story. They will listen more, see themselves and stay with you longer.

Real world customers – your best B2B marketers.

This article in Forbes confirms what we have all been seeing. Real, imperfect, but credible people telling their stories are your best spokespeople.

From Walmart to Microsoft, businesses are finding that real people, with all the imperfections are the best source of credibility and connection. The ad below, while commercially produced, humanizes and challenges Apple’s “I’m a PC” stereotype:

Humanizing B2B business relationships and experiences through customer and company spokespersons, and storytelling can help you separate and distinguish yourself from your competition.

Tim Keelan is the founder and CEO of StoryQuest. Prior to founding StoryQuest he was a sales director for Cap Gemini, Ernst & Young and CARA Corporation.