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  • Writer's pictureMia Chua

HOW TO UNLOCK THE POWER OF STORYTELLING WITH SINGLIFE CMO, DEBRA SOON

Updated: 2 days ago

Discover how storytelling transforms marketing and builds brand loyalty with the CMO of Singlife.



In this episode of The Business of Storytelling podcast, we are thrilled to feature Debra Soon, former Managing Director of Channel News Asia and current Chief Marketing Officer of Singlife.


With a distinguished career that includes covering monumental events like the Boxing Day tsunami and Lee Kuan Yew's funeral, Debra has masterfully transitioned her storytelling prowess to the corporate world. She now uses her skills to build the Singlife brand and promote insurance products that offer peace of mind to Singaporeans.


In this episode, Debra and host Neal Moore share what they've learned about storytelling through journalism and how to apply that to modern marketing and communications. Here are the highlights:


On the importance of storytelling...

Debra emphasises that storytelling remains central in marketing because it engages people emotionally and helps them feel a connection with the brand. She explains, "Storytelling is what engages people. What makes people excited is how you emotionally connect with people."


On creating connections...

Telling stories about people who have been helped by a product or service makes the brand behind it more human and approachable.

"Insurance is all about taking care of people. And it's about telling people's stories. Who did you help? How did you help them?"

On finding stories in your company...

Debra suggests tapping into internal sources to find genuine stories that resonate with the audience. She notes, "We also tell stories about financial advisor representatives who have joined us... Why did you join us? What is this story?"


On transforming complaints into positive stories...

Neal highlights the opportunity to create a positive image and demonstrate the company's dedication to customer satisfaction by transforming customer complaints into stories of how you solved the problem saying, "If something goes wrong, and you fix it, potentially the delight in that is even greater."


On clarity of communication...

Debra advocates for clear and concise communication, focusing on essential points to ensure the message is easily understood. She advises, "Cut the slides, get it down. There are only three key points."


On data-driven marketing & storytelling...

Debra underscores the importance of combining research with creative instincts to get the best outcome, "Marketing is data-driven and research-driven. We don’t just pluck things out of the air."


On inclusive & collaborative brainstorming...

Encouraging diverse perspectives during brainstorming sessions can sharpen the argument and improve the outcome. Debra explains, "The more data points and more people you converse with, instead of getting confused, it should get sharper."


On storytelling to create culture...

Storytelling is crucial in establishing and perpetuating a distinctive corporate culture, ensuring that values are shared and practiced by everyone. Debra reflects, "How do you translate this to the ground, and how do you get this permeating the organisation? People actually believe it, will actually live up to it." Stories are the answer.


From emotional engagement to data-driven strategies, Debra's insights highlight the transformative power of storytelling in marketing and communications. Her journey from journalism to corporate leadership offers a wealth of knowledge for anyone looking to enhance their storytelling skills and connect with audiences on a deeper level. As we learned in this episode, becoming a better storyteller can significantly impact your brand's success and cultural impact.


To dive deeper into these fascinating insights, watch or listen to the full episode of The Business of Storytelling podcast.



This podcast is brought to you by Vimeo, the platform that provides you with the tools to create and manage stunning video marketing and communications that engage customers and employees. See for yourself at Vimeo Enterprise.


Become a better storyteller by learning from the best with The Business of Storytelling podcast.


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