Use the power of storytelling to connect with audiences through authentic, diverse, and emotionally engaging narratives.
In this episode of The Business of Storytelling podcast, we sit down with Glenn Bacalso, APJ Head of Customer Advocacy and a passionate advocate of the LGBTQ+ community.
Glenn reveals his unique approach to discovering and sharing compelling and diverse customer stories across the region. In an insightful discussion with host Neal Moore, they delve into the nuances of effective storytelling, from harnessing the power of customer narratives in marketing to the crucial role of emotional resonance and the innovative potential of embracing diverse perspectives.
Below, we share 10 key insights from their discussion that can help elevate your storytelling strategy.
The Power of Customer Stories in Marketing
Glenn Bacalso emphasises that customer stories are a powerful marketing tool because they significantly influence buyers' decisions. These stories, shared by satisfied customers, can resonate deeply with potential buyers, often swaying their purchasing choices.
"It's actually the customers. I think we've seen some statistics, like, 90% of buyers who have read or watched a video of success stories from customers end up getting their decisions influenced."
Enriching Brand Messaging Through Diverse Customer Stories
Diversity in the stories told by customers can greatly enhance a brand's appeal. By including narratives from a range of customers, regardless of size or fame, the storytelling becomes richer and more authentic.
"You will find it in those rare instances, true conversations. And that's the exercise I always wanted to get my team to do."
Moving Beyond Typical Storytelling Formulas
Bacalso advocates for pushing past the standard storytelling formula of problem-solution-results to uncover more meaningful and impactful narratives. This approach allows for deeper connections with the audience by exploring the purpose behind the customer's journey, he explains:
"If you go beyond that formula and try to explore anything else from the person that you're interviewing, like, what is the purpose, you start with the purpose of why you do this transformation."
Measuring Success Through Customer Happiness
Success in storytelling isn't just about metrics; it's also about how satisfied the customer is with how their story is told. Bacalso believes that a truly successful story is one where the customer feels proud and valued, and this pride is reflected when they actively promote the story themselves.
"When a customer comes back to me and says, 'Oh, you've done a great job, you've captured (our) brand so well,' and you've seen a customer proactively promote the story you've created. That's cool."
Innovation Through Diverse Perspectives
Innovation in storytelling often comes from embracing diversity, including different genders and cultural perspectives. These diverse viewpoints can lead to richer and more interesting narratives that resonate with a wider audience, of which Bacalso is a string proponent.
"Diversity fuels innovation. So I'm all for it. I'm always happy to get a lot of diverse footage, the more diverse interviewees and customers are hanging yet, the more happy I am."
Emotional Resonance: The Heart of Effective Storytelling
Baclaso is adamant that stories that evoke emotions are more likely to resonate with audiences and leave a lasting impact.
"Once it touches your emotion, that's when I know that it's a story."
Balancing Brand Focus with Human-Centric Storytelling
While it’s important to highlight a brand’s features, Bacalso argues that the human element should take precedence in storytelling. By focusing on the personal aspects of a story, brands can create more relatable and engaging narratives he says:
"If you want to focus on the 'heart ware' of the story rather than the hardware, then you know, you'll get a great story."
Leveraging Social Media for Story Discovery
Social media is an invaluable tool for discovering potential customer stories and identifying relevant trends that are affecting your customers in real time, says Bacalso.
"Sometimes what I do is social listening, social media listening, you see who are the people who are talking about these topics already."
Flexibility in Content Creation and Distribution
Effective content creation involves planning ahead to ensure that each story can be repurposed across multiple formats. This approach maximises the value of each piece of content and ensures that it reaches a broader audience.
"Thinking ahead of possible ways for your content really helps rather than being caught off guard and saying, 'Oh, I just missed that opportunity of creating more content with what I just did.'"
The Impact of Storytelling Beyond Corporate Narratives
Going beyond corporate-focused narratives to include personal stories can create a deeper connection with the audience by showing how individuals are personally impacted, as highlighted by Neal.
"I love the point you made about when it gets beyond purely the corporate and we get personal" This shift in focus helps humanise the brand and makes the stories more relatable.
Glenn Bacalso's expertise in customer advocacy, combined with his dedication to inclusivity, provides essential guidance for those aiming to refine their storytelling strategies. This episode teaches us that embracing diverse voices and crafting emotionally resonant stories can strengthen your brand’s message and create lasting, impactful connections with your audience.
To dive deeper into these valuable insights, watch or listen to the full episode of The Business of Storytelling podcast.
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Become a better storyteller by learning from the best with The Business of Storytelling podcast.
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