This post is part of a creative marketing series sponsored by HP

One of my favorite Mister Rogers quotes goes like this: “It’s hard not to like someone once you know their story.” I love this idea because I think it delivers a powerful business lesson.

People connect with stories that move them and most every business can and should tell a story that helps prospects and customers connect at a deeper level. I truly believe the Internet, while making it easy to find information, has left us craving real connections, with real people, and the companies they serve.

Your marketing story should be one of the primary messages communicated in your printed marketing materials and throughout your web presence. I had a plumbing client years ago that printed his marketing story on the back of his invoices because he wanted remind his clients of the role his entire family played in his business.

A carefully crafted marketing story is a tool that can serve any organization trying to break through the clutter and connect with new markets.

However, most of the advice written about the use of a personal marketing story revolves around creating and telling compelling stories and while I ,do believe that the best leaders are great storytellers, I believe the new reality of marketing asks us to become great storybuilders.

The difference may seem subtle, but it embraces that fact that we must involve our customers and influencers in the creation of our business and our story.

• We must include our vision for the future, but that vision should be a shared vision.
• We must know everything we can about the goals, hopes and dreams of a very narrowly defined ideal client. (Super big bonus if you’re the client ie: I am a small business owners trying to take my business to the next level, I target small business owners trying to take their business to the next level.)
• We must frame our story with a message that addresses the desires, challenges and unmet needs of this market.
• We must involve customers in the finishing of the story by making their real life experiences central to the character development.

If you want to take this next giant step in evolution of your marketing in a way that turns your customers and prospects into collaboration partners and storybuilders sit down with a handful of your ideal customers and ask them the following questions with an eye on developing an extraordinary marketing story.

• What do you know about where this business is going that no one could know?
• What is your industry’s greatest flaw?
• If your business could choose a new identity, what would it be?
• What is your favorite customer story?
• What is your secret wish for your business?
• What is the greatest challenge your business must overcome?
• What is your greatest fear for your business?
• What is your greatest achievement/disappointment?
• What about your childhood shaped you for this moment?
• What choices have you made that you regret?

It may take some guts to pose questions like this to your best customers, but do it and you’ll be on your way to builder a relationship that can’t be penetrated by a competitors low cost offers.