“For historians, the past is always another country. They want to dig and delve in it, revealing the uniqueness of the other times and cultures. For me, writers do something different: connect the past to the present, reveal similarities that allow audiences to invest in and care about the characters. When we do that, people will watch the shows, and the false distinction between ‘historical’ and ‘contemporary’ dramas will blur and fade away.”
~ Michael Hirst, “Where did All the Men in Tights go?”, TheWrap.com, June 19, 2013
What this quotes means to business
As I read this article, it occurred to me that business are to what they have to offer as writers are to historical drama. Entrepreneurs and small business owners need to connect themselves and their offerings to their target markets, revealing the similarities and interconnections that allow ideal clients to care about what is being offered and invest in working with the business owner.
This is done in a variety of ways:
- Through stories … personal stories, business evolution stories, client stories
- Through visual cues … logos, color choice, imagery
- Through verbal cues … taglines, headlines, sales copy
Every time you communicate with a potential client, you are attempting to make a connection with them, to get them involved emotionally (and financially) with the “drama” that is your life’s work (or business).
Business owners that don’t tap into the emotional needs of their target market often fail and go out of business. They are too aloof … they are analogous to the historians trying to convey a historical drama: they dig and delve and share dry facts.
Business owners that can weave emotional triggers into their marketing copy are much more successful in attracting and keeping ideal customers.
Now its your turn:
How do you tap into the hearts and minds of your target market? How do you use stories to get prospects to give you a second look? Share your tips, advice and wisdom in a comment below.