How to use storytelling as your marketing plus

Author

Verónica Lawson Vilches
November 10, 2023

The newsletter that explores the art of storytelling, effective communication strategies, and the everyday impact we can create 🧚‍♀️

👋 Buongiorno, Bonjour, Hola, Hello

It’s been a while! Last week was the first time I didn’t get this newsletter out on Friday. We’re human, and that’s ok…

But that means that this newsletter is going to be EXTRA special, with TWO extra links to events where I have been invited to speak.

❝

Vulnerability is not winning or losing; it’s having the courage to show up and be seen when we have no control over the outcome. Vulnerability is not weakness; it’s our greatest measure of courage.

Brené Brown

In this edition we will be setting the record straight on…
1. ✍️ Where to start with sharing your story
2. 💚 Vulnerability in the workplace
3. 🎉 An event with Alt Marketing School
4. 🗞 Verónica’s news

Not knowing where to start with your story?
Here is how you can start

You: “Verónica, I have been talking about my services online and I am just getting NO leads.”

Me: “But what’s the story behind your services?”

See, this is where many businesses and founders lose their impact. They believe that their marketing has to be all about declaring how they are the best, why their services can save YOUR business… and they get so caught up in the sales aspect that they forget that the foundation of marketing and connection is…

Storytelling.

I’ve been online for over a decade. I started with a personal blog, then my Instagram, and now I started my business off of what I have been doing for the past decade (🤦🏻‍♀️ I’m in late on the game, I know… but better late than never).

Throughout the decade, I would get many comments about how people LOVED my Instagram, loved how I was vulnerable and shared my story online.

“I’d love to be doing something like you are.”

And the foundation was just that, sharing my experiences and my expertise on language and culture.

But there is an added value in all of this. It’s not just about sharing for the sake of sharing. It’s about building a genuine connection with your audience. It’s about creating a narrative that goes beyond selling that product or service. It’s about inviting your audience to be part of something meaningful, to weave their stories into the fabric of your brand.

And the benefits go beyond immediate sales (I’ve always wanted to scream when past workplaces have wanted to know the immediate sales results from being on national news 😤). Using storytelling into your marketing lays the groundwork for a loyal customer base.

Your brand becomes more than just transaction. It becomes a shared experience.

Storytelling helps you build relationships, which in turn… can become your most loyal followers and clients.

How to get started…

  1. Know your audience

    💡 Understand who you are talking to. What resonates with them? Use your stories to connect with their experiences, challenges, and aspirations.

  2. Identify your messages

    💡 Determine the core messages you want to express through your stories. Whether they’re brand values, unique propositions, or just the journey behind your product, have a clear focus.

  3. Be authentic

    💡 Share genuine stories. Don’t be afraid to show vulnerability or share challenges you have overcome (as long as you feel comfortable!). Authenticity builds trust and relatability.

  4. The narrative arc

    💡 Structure your posts with beginning, middle, and end. Just like you were reading a book. We need to be taken on a journey through your posts.

  5. Mix it up

    💡 It doesn’t have to be new each time and it doesn’t have to be in the same format. Use blog posts, social media, videos, and images to tell your story. Mixing it up makes it more memorable.

Remember…

It’s about humanizing the brand experience.

Move beyond the transactions.
Dive into the transformative.

Vulnerability in the workplace

Did you miss it?

Yesterday I went live with Giannis V. Chatzidis on the power of vulnerability in the workplace.

Authenticity along with self-awareness, in my opinion, are a massive part of being vulnerable.

There’s always a balance to how vulnerable you are, how that links to your story and ultimately your ability to deal with the judgement of and from others.

Vulnerability with my clients has built trust with them.

And you know what?

It’s also been the foundation of our respect.

What vulnerability is for Giannis

🧠 “Vulnerability for me is the ability to be able to accept that you are hurt. And to stop chasing your tail. Remember: give your own definition to words. Don’t be a carbon copy of advices.”

How to use your content for good

I am so excited to be joining Alt Marketing School for a FREE workshop. I’ll be running a session on ethical and resonant content creation.

Content creation has become a powerful tool for influencing, educating, and inspiring others. But how can you bring out the potential of your content to create a positive impact on the world? Join our workshop to discover the strategies and techniques that can help you leverage your creative output for meaningful and positive change.

What we will cover

  • Cultivate a narrative rooted in authenticity and passion.

  • Embrace a responsible approach to digital storytelling, focusing on accuracy, respect, and a value-driven stories.

  • Uncover the strategies to amplify your message and connect with your audience on a deeper level.

  • Explore case studies illustrating what works and what doesn’t.

Not only will I be doing this event with Alt Marketing School, but they also did an interview with me which you can check out here.

Want to join the event? Can’t wait to see you there 🤗

🗞️ Verónica’s news

It’s been pretty crazy on my end!

I’ve bought tickets to go home to Oregon for Christmas and I’m so excited. First Christmas in the states after 5 years…

In other news, this week I got to visit the terraces of the Duomo. They’re closed off to the public but had an amazing opportunity to be able to do so!

I learned so much about the architecture, the art, and the history behind Florence.

Such an amazing experience (as a history nerd 🤓) and I love learning more about the city I live in. 🤌

The impact of words extend far beyond the page.

Were you forwarded this newsletter? Join the community here to get tips on storytelling and how our content can be used for good every Friday here.

Have a good weekend!