“If what your audience really wants in unadorned information, straight facts that cut right to the heart of the matter, that’s fine…The packaging for a loaf of bread usually carries the baker’s name, a list of ingredients, and not much more. On the other hand, the wrapper for my favorite bread comes with a two-hundred word narrative revealing that the baker’s fifteen years in prison “transformed an ex-con into an honest man who is doing his best to make the world a better place…one loaf at a time. Now who wouldn’t at least try a loaf of bread with that kind of story behind it?”—Jack Hart, Storycraft
Of course, the bread in mention here is none other than Dave’s Killer Bread, which is indeed killer and can up your sandwich game considerably. Dave’s Killer Bread is typically much more expensive than the other bread options out there, but the story makes the cost worth it.
I go to the grocery store with a list, but as I stand there in the bread aisle contemplating whether to spring for the bargain loaf or something better, it’s not the promise of better toast that compels me to reach up high for top-shelf bread. With that personal story, Dave is inviting me into a narrative of personal transformation. Dave has been transformed through his prison experience, and now he’s on a mission to transform the world with killer bread. And if I buy from Dave, I’ll feel like I’m helping him on his journey.
I absolutely want to try a loaf of bread with that kind of story! (Even if it’s more than twice the price of other viable options.)
Every business has a story because someone started that business. Maybe a side hustle became really popular and turned into a full-time venture. Maybe you cashed in all your savings for a dream that you had. Or maybe you’re carrying on a family tradition. Whatever the case may be, your business has a story to tell. And when that story is told in a compelling manner, it builds an emotional connection between your customers and your business that cannot be built through facts, data, and ratings alone.
At Codex Studios we help businesses tell their story to the world through tailored web design, content creation, and social media. Contact us to learn how we help you craft your narrative and share it with the world.