Everyone loves a great story.
And marketing coaches counsel companies to leverage this power by wrapping their brand in a story.
Paul Zak, founding director of the Center for Neuroeconomics Studies, says the real reason stories capture hearts is because first, they attract our brains! Zak found that more oxytocin (the “bonding” neurochemical that helps us navigate safe relationships) is released in the body when we encounter character-driven stories. Stories can arouse empathy, move us to help others, and motivate voluntary cooperation. Zak says when we want to motivate, persuade, or be remembered, we should always start with a story, including our own narrative:
“ . . . don’t forget that your organization has its own story – its founding myth. An effective way to communicate transcendent purpose is by sharing that tale. What passion led the founder(s) to risk health and wealth to start the enterprise? Why was it so important, and what barriers had to be overcome? These are the stories that, repeated over and over, stay core to the organization’s DNA.”
This month’s FastStart, our product-of-the-month mailer, features elegant brochures as a flexible story-telling tool:
Customers don’t so much “buy” you as they “buy into” you. In today’s brand-focused market, companies that wrap themselves in a story increase their likelihood of success. Transcend the typical product rundowns and share your larger story – who you are, what you value, and the unique features that set your business apart. Our custom brochures offer flexibility for extended content and creative layouts that feature your one-of-a-kind identity.
Your customers have worked hard to craft their communication, and you’ll work smart to package it! Whether it’s a concise product promo or a strategic brand narrative, remind them you’ll put their best foot forward with smart, memorable brochures.
Flaunt your own stylish swagger with FastStart today! Download samples of our direct mail packages or contact us below to get started.