The importance of storytelling
Think about the last story that really moved you — made you feel something.
Powerful stuff, right?
Storytelling can help you move beyond the act of simply selling your golf product or service to help you truly connect and engage with your customers on an entirely emotional level. (Why does this matter? We make decisions based on our feelings).
Particularly today, with the plethora of channels, formats, and content options, compelling stories have never been more important or impactful — and complex. Gone are the days of taking a linear approach to marketing. Your customers expect a seamless transition and experience from one medium to the next, along with a consistent, overarching narrative that carries them throughout their journey.
So how do you do it successfully?
A captivating story includes three phases:
The conflict (the challenge your customers are facing)
The solution (you’re solving for your customers)
Stories should be:
Emotional. Does it make you feel something?
Authentic. Is it genuine?
Relatable. Is it relevant and useful?
When you tell a story that embodies human challenges, you create an experience that resonates with your customers.
3 tips for successful storytelling
While it is important to tell your own story, client testimonials have the biggest impact. Go beyond the basic quote (“I love golf product X!”) to get to the meat (think three phases of storytelling: situation, challenge, solution).
Think beyond words when it comes to telling your story. Images and video make the greatest impression, especially on social.
Understand your audience (beyond just “golfers”). When you know who you’re trying to reach, you can tailor your narrative accordingly.
Storytelling is not the act of inventing a story. In fact, the very reason why your golf business exists, why you have developed your products and services, and why you do what you do are interesting stories to help get you started.
Keep in mind, though, the customer should be your main character, with your golf company serving as the supporting character that offers tools to help them create successful outcomes.
Here are some great examples of storytelling in action:
Nike has been leveraging the power of storytelling since its creation.
Airbnb. Instead of telling the company’s story, it gets its customers to tell their stories: “Stories from the Airbnb Community.”
Warby Parker. The Warby Parker catalog may only include two main categories – eyeglasses and sunglasses – but they’ve become an e-commerce success since they debuted.