Speed Dial: 60-Second Marketing Insight Newsletter

 Print   �  Bookmark

How to Connect With Your Target Audience, Part 3 Become a STAR at Business Storytelling By Marie Elwood, Brand Marketing Consultant  September 21, 2010 - Speed Dial Issue 49

There's a simple way to create effective case studies... to structure your storytelling... and to demonstrate your professional accomplishments in a job interview. 

It's called STAR, and it's a four-step process that dramatically improves the effectiveness of your business communication. Here's how it works:

- Situation: Briefly set the stage for your story. What's the basic context your audience needs to grasp? 

- Task: Identify the problem. What's the critical issue, and why is it imperative that a solution be found?

- Action: Describe exactly what you did to solve the problem. What was your approach, & why did it work?

- Result: Present the tangible impact of your actions. What quantifiable value did your solution deliver?

I was introduced to STAR as a young Minnesota MBA, and our career placement office described it as a useful tool for results-based job interviews. As a marketing strategy consultant, however, I've successfully expanded STAR to case studies, business presentations, and other forms of communication.

Here's a quick look at STAR storytelling in action:

I've presented the Colgate Sparkling White example in its most concise form, but STAR also gives you the flexibility to expand your message with more exciting, juicy details as needed. It should also be noted that while STAR works especially well in a business-to-business capacity, it can be used to organize the way you present stories in your advertising and promotional efforts as well.

Storytelling is a powerful technique for businesspeople because it offers information in an entertaining, engaging manner. It draws people in with curiosity... holds their attention with drama... persuades them with 'social proof'... and convinces them by suggesting applicability to their own situations. It's a very useful tool, and I hope you'll leverage it frequently.

This three-part Speed Dial series has been based on the idea that no matter how busy people are, they will make time for messages they find informative or entertaining. 

In the first week, we explored examples of brands that are comunicating information effectively based on their customers' "what's-in-it-for-me" perspective. 

In the second week, we looked at how marketing messages can effectively leverage humor to not only entertain consumers but also to make signifcant changes in the way they think about our products and services.

Today, we've seen how a simple framework can organize key information into an engaging story that can effectively connect with our target audience.

In the weeks and months ahead, look for opportunities to apply these three breakthrough communications strategies on your business to connect with your own target audience.

Have a great week, and I'll see you next Tuesday!  -Marie

TOP  

Your Comments:

If this is your first time commenting, you must register here so we can prevent spam.
Already registered? Click here to login.

You can be the first to comment on this article today! Register or login now.

If this is your first time commenting, you must register here so we can prevent spam.
Already registered? Click here to login.

DeliciousDiggFacebookTwitterStumbleuponRedditYahoo My Web