[Storytelling] The ‘Basement To Glory’ Concept By Internet Marketers
The Storytelling Saga
Have you heard this line before?
“I built my business from the basement of my parents home… ” (literally).
What usually comes to mind when you hear that? Do you go… “Oh! How cool was that?” or “Hang on! Haven’t I heard that before?“
I’ve been involved in the online marketing industry for a long while now, and right from the time I begun to listen to “gurus” and “experts” in the industry, I have had the above line projected on almost every online presentation I’ve watched (mainly webinars).
What’s The Idea Behind This Statement?
We all hear about the importance of storytelling in business, and this is a very good concept if one is looking to really connect with his/her audience (have you seen commercials lately?). As human beings, we are naturally drawn to good stories, right from when we were very young.
We can spend a lot of time watching movies (or documentaries), if they tell a good story and we get educated in the process. Most of the time, these stories trigger something in us which leads to some sort of connection with the storyteller… it could be something pleasurable or painful.
Marketers love using this line, because it target’s the listener’s emotion… usually a pain point; the listener will feel the need to listen further, mostly when he/she can relate to that story.
Marketing focuses on the subconscious mind because there’s hardly any defense mechanism built around it. It takes in everything, then releases them gradually to the conscious mind.
Why The Basement?
Are these claims true or are they just psychological strategies used with the aim of getting the listener to have empathy for the storyteller?
Naturally, one would feel inclined to have pity for anyone who’s been through a lot of struggle in life, especially when they find out the storyteller used to hang out in cluttered basement, where there was hardly any breathing space for him/her.
The basement had always been perceived as a storage space within homes and offices (but that has changed now), and for one to live or work from there, he/she may be seen as going through a tough phase in life.
Some folks are transforming what basements used to be in the past into something more classy; some are now digging deeper than before in the bid to expand their homes.
For one to really find that soft spot in his/her audience, the story needs to have a good emotional impact.
Don’t get me wrong, there are indeed genuine basement-to-glory stories from entrepreneurs, however, when they start sounding like catch phrases or mantras, one tends to wonder if it’s actually true or it’s just some psychological manipulation.
Is It Always Wise To Trigger The Listener’s Pain Point?
When we talk about emotion, we have to always look at it from every angle. It doesn’t just end with an empathetic feeling; it could involve happiness (positive emotion), and even anger (negative emotion). But obviously, no business owner who’s looking to make a sale would want to stir up anger in his/her listeners.
If for the sake of building a good connection with the listener and getting him/her to fully understand where you are coming from, then this aspect should flow naturally.
How so?
It’s because you are telling a real story (not a crafted one).
I left a job as a fish monger and shop floor assistant in a local supermarket in London (where I live) to start my business, with no savings what-so-ever…
…that’s my story. Yes, I do use it in some of my presentations.
My motive?
To build trust (a human to human connection) with the listener. And in order to solidify my story, I usually use pictures of me in the actual place to back it up.
That does not conclude that because some people don’t use pictures, therefore their story is farce, however, it does go a long way.
How Should We Tell Our Story?
I can only offer a few suggestions based on my experience and that of others within the digital media space.
- Don’t be afraid to express your weaknesses
- Be authentic: your listeners will perceive this
- Be bold, but not arrogant
- Highlight your strengths in an encouraging manner
- Stay consistent with the story (don’t twist it later to sound more entertaining or pitiful)
- Be passionate when sharing your story
Storytelling is currently one of the most effective ways to attract people to a brand/person. Most people feel their story is irrelevant because it doesn’t have the ‘sob’ element to it.
Whatever your story may be, and however way you tell it, always bear in mind who your audience is and why they should even pay attention to what you’re saying. Being crafty might work for a while, but there’s always an end to everything… keep it real!
Your turn: have you heard the basement story as well? What has been your thoughts on it? I’d like to hear it on the comments section below (scroll to leave a comment). Please share this post on your social media channels as well.
Best regards,
