Who doesn’t like stories? As human beings, we all love listening to stories and we connect to them quickly. From our childhood to now, we thrive upon tales and lesson to learn. Since ancient times, storytelling is an art that has been tackled in lot of domains. A brand’s image can be attributed by the way it represents itself. Therefore, storytelling is integral for a successful branding and content marketing strategy. Storytelling helps you change your customer’s perspective about brand and remove the hesitation in trying out new products. Here are a few hacks to impart this art into your marketing strategy to win 2018.
Hook them with Opening lines:
Start your content (be it a blog or email newsletter) with a question or idea that captures attention, that demands the user to read further. Maybe you could present them with a problem that needs to be answered. Just like all old fairytales, an interesting brand story has content that captivates audience, piquing their curiosity to read more. This strategy ensures a strong brand image associated with powerful content.
Weave your story around your customer, not your product:
You might be tempted to present your product as the protagonist of the story, quite obviously that is what you want your customers to know about and buy but refrain from doing so. Understand that the customer is the hero of your story; your product/company is the supporting cast. Let your audience relate to the roles and brand and see your stories make magic for your brand.
Invoke emotional connect:
The difference between exceptional storytelling and mediocre storytelling is the ability to invoke emotions in the reader. Psychology plays a very big role in consumer behavior and purchasing decisions. People are not rational beings as believe to be. They connect with stories which touch them, which invoke feelings. Before writing, figure out what kind of emotion would you like your audience to associate with your brand, is it comic? Or is it thought provoking? Have a tone in all your narratives that relate to this emotion and keep it consistent. Play with the elements but not with the original emotional theme your audience connect your brand with.
Leverage Video Marketing:
Videos are the viral form of content marketing. Videos have special advantage of using audio and visual senses to interact with your potential customers. Video is the format that is used widely to promote brand awareness, and increase reach in an entertaining way. Explainer videos, demo videos, testimonial videos, brand story, and brand journeys etc. There are multiple ways to include videos as a part of storytelling.
Choose the most effective medium:
You can tell your story using different kinds of medium including blogs, film, print and social media. Each medium has a different effect on your audience and your target audience has a preferred medium based on the product you’re selling. The key here is to find the right fit between what stories to be told through what media. In order to tell good stories, you must be a very good listener as listening provides an insight to the genuine problems and interests of your audience that you can tap in to connect. The rules of storytelling haven’t changed that much but the approach has changed a bit. So, listen, have an idea what your audience would like to listen and tell them those stories.
Don’t use it for selling:
Although your ultimate goal is to sell your products, do not use the storytelling medium to directly invoke sales. Storytelling in content is to establish the trust with the audience, make them feel that they have something in common with your brand, and create a brand image.
People do not buy because of your features, they buy when they get a wow feeling that’s close to their hearts that make them feel they’re making a right decision by buying your product. Ultimately your goal is to create that feeling in them.
Have you ever used storytelling as a part of your promotional strategies? Please let us know your thoughts in the comments section below.