Do your corporate communications stick to the proverbial wall like an excellently boiled strand of spaghetti? Or does your half-baked idea fall flat like a wet noodle?
Essentially, how “sticky” are your corporate communications?
Are you creating content that is memorable or remarkable?
How do you cut through the noise in your marketplace of messaging?
Your idea doesn’t have to be crazy or outlandish to attract the attention of your audience. You just need to stand out from all the noise. All you need is a proven strategic approach.
One approach that offers universal appeal is tapping into emotions through storytelling.
Everyone loves a good story of overcoming adversity, solving a problem, or appealing to a pain point.
The most meaningful stories feel authentic, not artificial. But they still leave room for the brand messaging to shine in a way that doesn’t feel like an advertisement. The genuine storytelling captures your viewer, but there’s a subtle message about the brand carried along with it.
This storytelling approach is like a Trojan horse – the exterior seems fascinating, attention-grabbing and has some value that solicits engagement. But inside that inspiring exterior is a sneaky soundbite that leaves your audience with a new understanding of your company.
This Trojan horse storytelling concept originates from Marketing Professor Jonah Berger from the Wharton School. In his book, Contagious: Why Things Catch On, he identifies six principles that are behind the messages that “stick” enough that people then tell others about that company or idea or product that they heard about.
So how does this work in corporate communications?
Here’s an example to consider. When working with a client on their employer branding communications, one of the most powerful ways to attract high quality talent through recruitment marketing is to share the stories of their current staff.
Personal stories from staff and leaders within the company paint a vivid picture of the company’s culture, values and work environment for those who might be curious to know more.
If a company touts a culture of support and a flexible environment, leading with that claim would smell sour like a sales tactic. Alternatively, what if you shared a personal story about an employee who took time off to heal mentally and emotionally after a sudden and unexpected personal loss? That anecdote suddenly brings that benefit to life for a prospective candidate who’s searching for a workplace where they can feel more supported as a whole person.
Or, it’s easy for a company to say they offer an environment that promotes work life balance. But how about an employee story that shares their personal experience leaving a corporate consulting grind for a locally-owned business – and now he’s finally able to enjoy both exciting work and priceless time with his young daughter? Now that is something that pulls on the heart strings.
Do you want to communicate about your company’s core values?
Tell that truth through an authentic story.
Want to ensure your communications are sticky enough to stand up to the proverbial spaghetti test?
Memorable corporate comms start with authentic storytelling. Begin by understanding your audience, write a story that will capture their attention, and then subtly sneak in your brand messaging.
