"People do not buy goods and services. They buy relations, stories and magic." - Seth Godin. We’re craving for meanings. For the real thing. We want content we can relate to. We want to see our stories told by others. We want to be moved.
As a story example, maybe you’ve struggled before launching your brand and then success came knocking. Imagine the hope you would give people who are afraid of starting their own business. They would immediately link this specific story to your brand, and remember it over time.
Let’s make your brand memorable and see how storytelling can play in favor of your marketing success.
1. What is storytelling?
Storytelling is one of the most influential means to inject life into your brand and often called one of the main modules of a content marketing approach. Do you want potential customers to buy your product or pay for your service? Don't tell them to do it; tell them a story.
It’s either you capture people’s attention in just a few seconds — or you don’t. By allowing them to sympathize, visualize and share, stories powerfully help them to connect and memorize the information. Stories tell, enlighten and stimulate. What makes a marketing story vibrate with consumers? Let’s see in the section below.
2. How can you use storytelling?
The first tip to take into consideration is a logical structure. Every story has a beginning, middle and end. Imagine one representative of your target customers and define how they might appreciate the benefits of what you’re selling.
We will use the same storytelling example to highlight each tip. It’s a caption for an accessory brand on Instagram:
“She’s late for work, as usual (beginning). She could’ve put her leather bag filled with office documents in the closet when she came back home yesterday, but no (middle). Later, she would tell her boss a typical excuse for being late. And get stylishly away with it (end)!”
The second tip is to avoid telling a lovely story that has nothing to do with your brand, and just putting your logo at the end. It won't help potential customers make the link. Instead, use your brand as a character.
The character in our storytelling example is the bag, which the woman can’t find.
The third tip is to communicate visually and clearly about how your brand can help a customer. Storytelling in marketing should demonstrate how a product or service can be used.
In our example, the purpose is to highlight that the bag is for work. In the visual, it’s a close shot of the bag with office documents inside.
Last but not least, make sure your story is authentic or you’ll lose people’s trust! Take advantage of your employees or customers’ real stories related to the brand.
With these steps, your brand will remain on your customers’ mind for a long time!
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