Jon Writes

The Brand Blog

4 steps to take when your story gets stale

You know your brand’s story better than anyone. That doesn’t mean you’ll always enjoy telling it.

As exciting as it was when you first wrote it, your story can grow old. Sharing it can become an exhausting obligation. And your audience can grow tired of reading and hearing the same stuff over and over again.

Want to keep the spark going? Here’s how.

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1)  Find new angles

Be your own reporter.

Reporters are skilled at finding new ways to tell the same story everyone else is covering.

Take Washington, D.C.’s media scene. Every outlet hoping to remain relevant spends a massive amount of time, money and resources covering the latest revelation about the president’s unscrupulous (fill in the blank).

With a gaggle of reporters tackling the same story, how do intrepid journalists distinguish themselves from the pack and ensure their stories get noticed? They find new, fresh takes. They dig deeper, talk to more sources and write it better than anyone else.

Learn from them.

Your business may not be as salacious as the president’s dalliances with porn stars but there’s something about it that excites you - otherwise, you wouldn’t do it.

Ask yourself:

  • What energizes me to sell what I sell?

  • What haven’t I already told people?

  • What’s new with my business?

  • What new product is coming down the pike?

  • Why is my business different than all the others offering the same or similar services?

  • What about me - not my business, per se - haven’t I put out there?

  • Why am I doing this in the first place?

2) Ask for input

Don’t underestimate the power of a fresh pair of eyes. Talk to people you trust — family, friends, loyal followers — and ask for their input on what about your story can improve.

Find out what connects with them individually, and why. Discover what else they want to see or learn from you. Ask why they even hang with you in the first place.

Your story may have been effective for years, but that doesn’t mean it won’t get stale. Crowdsource for new material.

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3) Change it up a bit

The Brand Blog focuses a lot on writing, but that doesn’t mean it’s the only way to tell your story. Shoot a video. Create some graphics. Publish an interactive website. Do something different that will catch your audience (and yourself) by surprise.

Don’t feel confident enough to try your hand at video or graphic design? Collaborate.

Find other creatives you can partner with and leverage their skills for your benefit. Together, the two, three or four of you might come up with something amazing that takes your brand and business to unforeseen heights.

4) Shift the focus to someone else

Your story doesn’t always have to be about you.

If you’re running a (successful) business, you should have a few customers or clients who have benefitted from your service or products. Talk with them about how your business has improved their lives. Ask for a review, or write a testimonial. Involve real people in your storytelling so it gets the heft and authority it needs to develop trust with your audience.

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Writing about humans is always better than writing about things. That’s because people don’t connect with products; they connect with people. Think about it this way: no one’s going to buy a mattress without seeing an actual human using it.

Adding the human element in your brand story might give it a breath of fresh air and make your content that more shareable.

When all else fails

Hire me. I can help. Reach out for a consultation and we’ll discuss different ways you can tell your brand story and create more engaging content.

Get in touch with Jon and keep reading helpful blogs on Jon Writes.

Jonathan McFadden