StoryDoing: 8 Steps in Marketing to Be Less Talk, More Action
A powerful company knows what it stands for, why it exists, and what added value it provides to people and society.
Around us, we see many companies that struggle first to find their mission, but also to hold on to it and use it.
How do you deal as a business with these turbulent times where change is faster than ever before? How do you make sure you keep up and don’t miss the boat?
The goal of StoryDoing is to find your story, tell it, but most of all do it. Because a good story is something you do!
Table of contents
- Stop StoryTelling. Start StoryDoing
- The 4 Phases of StoryDoing
- What is the Role of the Customers?
- StoryDoing IRL
- So… The Overall Advantages of StoryDoing?
Stop StoryTelling. Start StoryDoing
You’ve probably heard all kinds of things about corporate StoryTelling. Stories are used by companies to strategically communicate their traditions, values, and culture to their (future) customers.
The reason companies use StoryTelling for this purpose is that it creates more engagement than just explaining different aspects in a theoretical way.
When you tell a story, especially a good one, your target audience is much more willing to actually listen to you while not feeling like they want to buy your product. Stories are remembered and create identity – so why not take it to the next level?
People brand themselves with actions (clothes, cars, products), just as you do, and thus tell your company’s story through your actions.
StoryDoing will show your target audience that the words you speak are not empty. They will learn that you stand behind what you do and take it seriously.
In this way, people will adopt the way you look at your business and engage with your business because you give them a strong reason to do so.
And who better to do that than you?
- You have a story;
- The story defines an ambition beyond commercial goals;
- Your story defines a clear enemy.
- The story is used to drive action across the company;
- You’ve defined a few iconic, innovative actions to focus on;
- People outside the company are engaged and participating in the story.
The 4 Phases of StoryDoing
The four main phases of StoryDoing are:
- StoryBeing: finding your story
- StoryTelling: telling your story
- StoryDoing: executing your story
- StoryValue: grabbing the fruits of your story.
StoryBeing: Finding Your Story
Here, as a company, department, or team, you already assume that you have a story, or actually are one. The first phase of StoryDoing starts with the (re)discovery of the entrepreneurial or primal story of an organization.
Here you look for the identity and the essence. You don’t have to think this up, because it’s already been decided since the ‘Primal Story’ is the foundation that lies under all the actions of the organization.
StoryTelling: Telling Your Story
This phase assumes that you can tell your business’ story in a variety of ways to suit different audiences. But keep in mind that the basics are always the same.
What are the company’s strengths? Which are the most common challenges within your company? What story do you want all the company’s employees, customers, and partners to know and pass on? And what do you want to be told about you, as an organization?
StoryDoing: Creating Your Story
It is assumed that you also have to act on what you say. Very logical perhaps, but in practice, you don’t often see it happen.
The foundation of your primal story is converted into actions in this third phase: how do you deal with visibility, innovation, marketing, with your company culture, and with customers?
Your primal story should be reflected in all the choices you make. Like the choices you make with employees or partners, but also how you deal with complaints from your employees and products or services.
StoryValue: Reaping the Benefits of Your Story
The result of the previous phases. When your company starts to act effectively and actively, you will realize assured growth, success, and improvement.
The StoryDoing phase is therefore mainly used to look ahead at the desired results.
Desired results give focus to the choices you make in the third phase. Have you gone through the whole process and developed your organization further? Then you can start thinking from StoryBeing again. It is an ongoing process.
StoryDoing is relevant because it makes money. Companies that do StoryDoinggrow faster and need less paid media. The reason for this is because they have a better sentiment on social media, and therefore are mentioned more often by customers/consumers.
So, it’s worth digging deeper into StoryDoing.
What is the Role of the Customers?
Well, they will consciously or unconsciously promote the great brand story. Moreover, it gives them motivation and inspiration.
They believe even more in the brand and experience a deeper connection. Social media is very important in this regard. Just think about influencers or reviewers. Each building block contributes to the story of your brand.
Once you get into the minds of your customers/audience, you naturally want to stay there. Therefore, you need to keep posting relevant and quality content with a clear content plan on a regular basis and at the right time.
The right time is hard to gauge. A content calendar is the best way to keep posting at the right times. The better the content is created and planned, the greater the chance of engagement and therefore StoryDoing.
It is important to involve your customers in your adventure so they feel like they are a part of it.
A good example for storytelling to StoryDoing is Elon Musk of Tesla. He engages people by explaining that the world is going down in pollution. Then he tells them that Tesla is totally against it and why it is so important that it happens now, before it is too late.
Only after he has told his story and everyone has gotten his attention does the car appear on the screen and show what he has done.
Another good example a little closer to home is Calvé. Calvé generated and still generates great fame with commercials showing how Dutch celebrities grew up with peanut butter. In the videos, they are still underdogs; they do not yet excel in their sport, so you automatically feel sympathy for them.
So… The Overall Advantages of StoryDoing?
- StoryDoing companies perform better financially
- The values of StoryDoing companies have grown faster
- It inspires people to take action
- Facilitates making choices
- Fuels creativity in your company
- Gives you a good reputation
- Offers more positive social media attention
- StoryDoing companies spend less on mass media.
So StoryDoing is something you do for a reason; you want to develop, change, improve, deepen and/or renew your organization. It is a strategy where thinking and doing go hand in hand. It keeps your company on track, provided you turn your strategy into action. Strategy is of great importance in our world of continuous change, but a strategy in which action is paramount.
Check out some expert content marketing agencies in India or in other countries around the world to help you get started with your StoryDoing.