Picture This: For a Message That Sticks, Use Real-Life Stories

Put branding and b-to-b marketing together, and you have yourself a challenge. With so many decision-makers involved in the buying process, how can you make a lasting impression with your brand that resonates across the board?

“Stickiness” is the latest catch-word. Considering the average American is exposed to 3,000 commerical messages each day (Seth Godin, Permission Marketing), it takes more than just getting through. Your message must have staying power, particularly in complex, prolonged B2B sales cycles.

Image marketing is one way to make a memorable stamp. In a lot of ways, this is a form of engagement marketing because it requires participation from your buyers in a YouTube kind of way.

Never let the facts get in the way of good marketing strategy. Of course, you need to present the essential nuts and bolts of your offer. But you can do so in a compelling way. Use real-life analogies and stories that appeal on a human-interest level. Storytelling and case studies can be the sincerest forms of salesmanship — and often the most effective.

Providing stories that buyers relate to gets them thinking. The movie projector starts running in their head. They envision themselves in the same situation. Now you’ve reached them on an emotional level and further enhanced your credibility in the mind of the buyer.

And you will have succeeded in adding a bit of “stickiness” to your marketing message.