“There’s a way to do it better – find it. “
Thomas A. Edison
Making your brand story stand out from the crowd can be challenging for your average brand storyteller. What is it about your story that will capture your audience’s attention? One way to do this is to give your audience an added value experience.
The Added Value Experience
“Pleasure in the job puts perfection in the work. “
The added value experience is where your audience expects one experience from your storytelling and not only do they get the expected experience, but you surprise them by giving them an additional experience.
In simple terms they expect to come to your story expecting to learn how to solve a problem. You solve the problem for them, but do so in a way that thoroughly entertains them. Your storytelling should immediately stand out from all the brands that merely meet the problem solving expectation.
To give an added value experience you need to understand your audience. It is only by really understanding an audience’s expectation that you can exceed their expectation.
Educate and Entertain
“Whether you believe you can do a thing or not, you are right.”
The easiest way to give an added value experience with your brand story is to simultaneously educate and entertain your audience. Think about how you can frame your story in a humorous way without diminishing the learning experience. If you are not good with humorous storytelling, add drama or suspense to your storytelling.
Think about the way your audience will react to your story. How will you get an emotional reaction, what character in your story is your audience most likely to identify with? Are you taking your audience on a journey that they will relate to as you tell your story? These are all the elements that will raise your brand story from just the educational to the entertaining story.
By combing education and entertainment you give your audience something extra. They will be more likely to remember your story and act upon it. They know that their time was well spent listening to your story.