“Connective storytelling” is a phrase I use to describe stories that are designed to connect people (and organizations) through a shared purpose.
Most organizations don’t leverage connective storytelling. They use what I call “projective selling.”
Projective selling describes the traditional approach of hard-selling features and benefits. It presents logical arguments that compare and contrast one solution over another.
The problem with this approach is simple: We don’t make logical decisions. We first make decisions emotionally, then use logic and reason to justify the decision we’ve made.
With projective selling, an organization’s sales and marketing messages are all about the company and its solution. Even customer testimonials are all about how great the organization is.
Projective Selling Gone Wrong
A great place to observe projective selling at its worst is through small town convention and visitor bureaus, as well as their chambers of commerce. You can literally sense the locals pouring their hometown pride into the web copy.
But, as is the case in my childhood hometown, do you really want to visit a town still fighting the Civil War on an outdated website?
I don’t care what locals think about the town. I care what people like me think about the town. I care about the quality of schools (whose rankings I can Google), healthcare (whose safety and outcomes I can Google) and access to activities (which I can also Google).
Tell me something I can’t discover online. Tell me a story that captures the people and spirit of the town. One like this one on Huntsville, Alabama.
With connective storytelling, an organization’s content is all about the buyer’s experience. All about the job they need done, including the functional, emotional and relational reasons for getting that job done.
This approach shares real stories about real people — including their triumphs AND struggles.
“So What Do You Do?”
No matter who you meet, or where, one of the first things people ask you about is what you do, right?
Imagine you’ve just asked me that question. Here’s what you’d expect me to say:
I head marketing and content strategy for one of the nation’s largest healthcare staffing companies.”
But there are two big problems with this approach. First, it is forgettable. Plus, it puts me in a box in your mind. “Oh, you’re a marketer,” you might think. You tell yourself a story about marketing types. And it allows you to project your feelings and beliefs onto me — good, bad or indifferent.
This approach also has me projecting my identity onto you — my facts-only response assumes you know what my title and industry mean and you actually care. When, in reality, you don’t.
Here’s how I would answer that question in a connective way:
Many organizations struggle to get the word out about what they do. But the problem isn’t their marketing or sales. It goes much deeper inside their organization and markets. I help organizations transform the way they connect with those they serve — starting with the story they tell and live.”
See the difference? The projective approach is oriented around me — my title and organization. The connective approach is oriented around a shared purpose — the need to get the word out.
It invites you into my story. And offers me a gateway into yours.
Would You Like Me Tell You All About Me? Or About Someone Like You?
As you prepare your next sales or marketing email, phone call, presentation, RFP, landing page or whatever, ask yourself this question: Are we projecting what WE want onto this prospect in an attempt to sell them? Or are we trying to establish a connection through a shared purpose that leads us toward a relationship?
Which do you prefer? “Let me tell you about me?” Or “Let me tell you about someone like you?”
Let me know how I can help you with this. I think it’s a big idea. And I look forward to unpacking this in the months and years to come.
(Image by Bowen Chin on Flickr)