Part 1 – Are you making the Episode or The Adverts?
Do you harness the power of storytelling in marketing?
Who doesn’t love a good story? Our ancestors surely did. From the caveman version of you and I, sat around the fire to modern day, stories unite us and create a common bond. We are, essentially, nosey by nature, always wanting to know the “why”, behind the “what” and, when it comes to your business, there’s a great opportunity to be had in employing storytelling in marketing. Here’s why:
Stories trigger emotion
A good story will make you feel something – it doesn’t matter if that emotion is happiness, sadness, rage or frustration, it’s the emotive content that you create that will help your audience relate to you. Remember that buying decisions are 80% based on emotion and only 20% on logic, so drill into those emotions!
Storytelling in marketing increases shareability
We know that the key to any buyer/seller relationship is building the “Know, Like and Trust. Storytelling in marketing allows you a prime opportunity to show the human side to your business and help your potential clients along that road. The authenticity, the transparency, the inspiration and motivation that storytelling in marketing can illicit are invaluable in creating and nurturing this relationship. Good content, that demonstrates an understanding of your target audience’s requirements and interests and that brings them value is the content that is likely to obtain the best engagement and “shareability”. Just make sure that what you are creating is also authentic – nobody wants naff content that purports to be something it’s not, so steer clear.
Stories convey personality
Storytelling in marketing is the perfect opportunity to let your brand personality shine. This is your USP – the “thing” that sets you apart from everyone else in your competitive field. But don’t be tempted to use this opportunity to promote. Your story needs to be the “main event”, the “episode”, if you like, in your content marketing plan that keeps your audience coming back for more, rather than the “advert” that is repetitive and annoying and which makes their eyes glaze over. Your story should centre around your customer – think of them as the main character and give your products or services a supporting role. By allowing your customer to “buy in” to a role in your story, they will see themselves as part of that story, not as a casual observer, watching from the sidelines.
Stories don’t have to be complicated, they don’t have to be “all singing, all dancing”, instead make them entertaining, educational, relatable and memorable and you’ll find your audience will come back for more!
In my next blog, I’ll be looking at the key elements that make up a good story, whatever that story may be.