The MadAveGroup Blog

I’m not a runner. Never have been. But for the hour that I watched last weekend’s 2019 Chicago Marathon from the streets of my daughter’s Lincoln Park neighborhood, I was completely drawn into the event.

I’d never seen anything like it: an endless stream of determined people running through a chilly Sunday morning. And most seemed in remarkably good spirits at mile 10. (I'm drained and cranky after driving ten miles.)

Later, I learned that more than 45,000 people ran the race and that 1.7 million spectators lined the route to cheer them on.

It was truly inspiring. The marathoners. Their friends and family who turned out in support. The planning and cooperation and logistics of it all. I was in awe.

And yet, I had to laugh when I saw several young women holding signs that ran counter to the many messages of encouragement. One of the signs simply asked, “Why?”

“Why?” is a funny question when posed to long-distance runners, but it also made me wonder: why would a person - let alone 45,000 people - put themselves through the tremendous struggle of running a marathon?

As a non-runner, I may be going out on a limb, but I’ll suggest the “why” is at least partly about a story. Or maybe several stories.

It might be a story about other people: I’m running for my sick mom. I do it to feel closer to my late friend who was a lifelong runner. I run to raise money for people who can’t run.

It might be the story the runners tell themselves: I can do this. I can beat this. I am strong enough.

Or running marathons may be one way they define themselves: I am an athlete. I conquer obstacles. I don’t stop until the race - literal or figurative - is won.

Whether you run or not, you can likely identify with some of those feelings. Your career or your business has had to endure challenges and uphill battles, or times when you wanted to quit or thought you couldn’t make it. Maybe you even wondered “why am I doing this?”

How did you get through?

The answer to that question is a story you can tell.

In your marketing content, share what you learned about yourself or your company during those tough times. How did adversity make you lean or hone your team’s skills or help you evolve into a better partner?

In what ways did pushing through the pain give you unique insight or change your perspective?

And how can you present your story in a way that inspires your audience and allows them to appreciate you and your efforts on an entirely different level?

(Photo Credit: Top image from ChicagoMarathon.com)

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Tell Your Brand's Story from All Angles

In early April, my family and I spent a week in Charleston, South Carolina.

We love the city. And we’re not alone. Charleston welcomes about 7 million visitors each year. Tourism supports nearly 50,000 jobs and is worth about $7.5 billion annually to the “lowcountry” town. Travelers have even voted it America’s number one city for many consecutive years.

And what’s at least one reason for that?

Founded in 1670, Charleston is still filled with a stunning array of historical homes, churches and other magnificent buildings, including The Old Exchange, where President George Washington was once honored with a lavish ball.

That history is palpable throughout the city. And even if you aren’t aware of any of the specific historical details, the architecture alone serves as a constant reminder of how special and significant the town is.

In other words, Charleston is proof that people are drawn to a good story.

Your company may not be able to boast that America’s first president danced in your conference room, or that the initial shots of the Civil War were fired from your lobby, but it’s likely that you have a compelling story of your own to tell. Maybe it’s developed as your business has grown, or maybe it’s been part of you all along.

Your story could be about what motivates you to do what you do.

It could center around the care and attention to detail you invest while making your product.

Maybe your story is about the people you choose to hire, your unusual culture, or how you direct profits to serve the less fortunate.

Or, like Charleston’s, your story might be rooted in your unique heritage.

If you’re not already telling that story, think about what it could be and all the channels you can use to share it with your audience.