Would you rather buy from a brand pushing only product messaging or from a purpose-driven brand with a story to tell? According to AdWeek, 78% of consumers said they make purchase decisions based on their values and 55% purchase from brands that share their values.
Currently, the economy is uncertain in the SaaS space, and many think that driving home product messaging or upping paid advertising will increase demand. But, with consumers so focused on doing good and finding alignment with their values, a key part of creating demand is leveraging personal stories through your SaaS PR program.
While sharing personal or vulnerable anecdotes can be uncomfortable, remember that these types of stories are often the most relatable and can help build trust with your audience.
Here’s a closer look at how personal stories open the door to many brand benefits:
Humanizes the brand
Personal stories humanize your brand. We have all seen the banner changes on social media during significant events like Black History or Pride month, but do you have an individual who can share their own experience related to these events? If a company leader is willing to get vulnerable, these messages are more impactful and authentic than just going with the status quo.
Providing a direct tie back to critical DEI conversations or worldly trends improves reputation with customers and is also positive for recruiting. If candidates can relate to company leadership personally, they’re more likely to consider your company when narrowing their options.
Example: Jeni Mayorskaya Creates Stork Club To Help People Control Their Reproductive Lives
Builds the subject matter expert’s personal brand
Personal stories not only improve brand perception but also help to build the brand of an individual subject matter expert. More than ever, people want to buy from people, and investors want to invest in leaders.
But don’t fall victim to the myth that personal stories don’t provide valuable lead-generation opportunities. Since tier-one media are often more interested in features with a person at the core, they can improve your ability to rank in search as a thought leader and company. Not to mention, those “about the author” sections often include the prized backlink!
Example: How I’ve leveraged my bipolar 2 for success as a CEO
Creates differentiation to pique reporter interest
Securing opportunities with tier-one media is often a goal many organizations want from their SaaS PR program. A key item to achieve this goal is to build rapport and foster a relationship with editors who may reach out for commentary opportunities in the future.
Well, rapport doesn’t happen overnight — and definitely doesn’t happen by constantly shoving product messages at a reporter. Leveraging personal stories is typically a great place to start. They let a reporter get to know you as an individual, company leader and then get to know your brand.
They may not result in a story right away, but they often create opportunities in the long run.
Example: My Coach Taught Me How To Sit In An Office Chair – And It Made A Difference! The Evolving Story Of Sam Isaacson’s Coaching Career
In today’s world, surface-level commentary will not cut it. Reporters and buyers want more, and we need personal, meaningful connections to capture media and audience attention. To learn more about how personal stories can improve your SaaS PR program, contact Lindsey Groepper.