What Mustard teaches us
Stories sell. Let me explain.
First, watch this video:
Unimpressed? I was too. I overheard this playing from my girlfriend’s computer speakers this morning while I was ironing my shirt. My initial reaction went something like this, “Wow, it’s a raspy-voiced cover of a mediocre Radiohead song” (granted, “mediocre Radiohead song” means it’s still a really good song). Then she explained that the guy is actually a bum who went on a radio show for a bit they were doing on bums. During the show, they discovered he plays the guitar, so they handed him a guitar and he blew everyone away.
All of the sudden, the video became incredibly more interesting. It’s still the same video but now it’s interesting. Why? The guy has a good story.
I shared the video on Twitter and Facebook as soon as I got to work this morning. Chances are you will too. People love being the first to show their friends something interesting. Sharing things with friends is really rewarding. I show my friends new music all the time for the same reason.
It’s not hard to see how valuable storytelling can be from a marketing perspective. A good story gives your customers a reason to tell their friends about you.
Note: Gary Vaynerchuk expands more on the importance of storytelling in marketing in his new book Crush It!. I’ve read it and I highly recommend checking it out.
Notes
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