"One of the most persistent myths of marketing and sales is that we can tell our customers our stories and, through this telling, we can change their minds. Yeah, right.
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If you’re telling your story to a customer, it is likely that the customer isn’t actually listening. They’re probably doing something else, or thinking about something else. Of course, storytelling is a wonderful thing. We all love to hear a good story, told well. However, most of the most powerful stories in our lives weren’t told to us. We co-created them with other people.
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We can’t tell a customer a story about why they should love us. But we can co-create a shared story with our customers. We can have conversations with customers that help them form beliefs about why they value us, and why they want to commit to our relationship.
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Your brand is not what you say you are, it’s what your customers believe you are. A conversation is the perfect setting for your customers to form clear, compelling and motivating beliefs about you. Stop telling your brand story to your customers and start co-creating stories through conversation."
Trechos retirados de "The Brand Story Conversation – Yastrow & Company"
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