The Business Bulletin
Stories build bridges We all share the planet together, but we each live in our own little world. On a personal level, it’s easier to
Once we know exactly who our
what happens. The hero is struggling
understand some people and the
customer is, we can then build a
with a problem and we feel their pain.
world they live in because they are
bridge into their world. We meet
Will the villain get the better of them,
closer to ours. Others live in worlds so
them where they are and persuade
or will they persevere against the odds
far apart from ours that we just can’t
them that we know just what they’re
and eventually succeed. What can we
reach them.
struggling with. We have a product or
learn from their experience?
On a business level, the more we understand about our customer and the world she lives in, the more we can empathise with her problems. Specifically, the problems that we’re in business to solve. Our customer could live in a world very distant from ours personally, but in business, the common ground is our empathy with the problem they struggle with.
Robin Kirkley Vizeo Media Robin is a very talented, creative storyteller who uses video and copywriting to engage his customers’ audiences. He started writing, producing and directing television ads when he
service that can help, and we can do it better than anyone else because we understand exactly how the problem is affecting them. This is where we build trust, and it’s what customers respond to. But how do we reach them in these times of clutter and noise online, with “Buy Now” buttons staring at them everywhere they look? Not to mention the cookies that follow
his early days in the industry. It’s not the only approach, but it is what keeps him loving what he does. 07970 723145 robin@vizeomedia.com vizeomedia.com
44 | Issue 10 – Sales and Marketing
noise. We’ve built a bridge from our world over to theirs.
Finding your stories business? Why were they motivated
We go back to basics and share stories
market? Was this an entrepreneurial
they can identify with. We go to that
effort, or has the business been in the
place deep in their neural networks
family for generations?
that remind them that they love to listen to stories, especially ones that mean something to them in their world. We all grew up learning by listening to stories. The mechanics of a well-told story are imprinted as a pattern in the most primal levels of a story begin, and we
reaction, so it’s been his approach from
(keeps their attention) then we are not
We build a bridge into our customer’s world
1980s. He shot in film in those days, a
always found that a story gets the best
in a way that entertains our listener
Stories are everywhere in and around
our subconscious. We hear
just as powerful in storytelling. Robin has
deep within. If our story is well-told
them on every search.
worked in advertising agencies in the vastly different medium to digital, but
When we apply story principles to business, we strike the same chord
listen. As the story progresses, curiosity gets the better of us and we want to know
your business. Who founded the to start this particular business? Was there a need or a gap they saw in the
Do you have a team? What are their stories and why are they as passionate about helping customers as you are? Have they got stories about customer experiences? Employees feel recognised and appreciated when they are trusted to share their
