STORYTELLING
What is storytelling?
Storytelling is the process of making a
connection with the customer first, and selling a product second. This method of marketing is contrary to most
advertising programs, and often seems more like a creative writing program than
a marketing strategy. Through skillful writing, however, a story is created
that not only connects with customers; it establishes the company as a trusted
resource. Properly done, the story is the primary focus and the product takes a
backseat to the journey the story provides. A customer makes an emotional
connection with the story, and the message is considered genuine.
Interestingly, even though the customer is aware that the story is being used
to ultimately sell something, they are still more inclined to purchase based on
the connection they made through the story.
According to Guido Everaert: "Storytelling
is not about language, it’s about telling and creating stories in a compelling
way. It’s about finding the right metaphors, and above all the structure in
which to tell a story. In doing so, the storyteller (re)creates a part of life
and generates a story that is easily remembered and unique to that particular
brand".
As Bryan Eisenberg said: “Effective content marketing is about mastering the art of
storytelling. Facts tell, but stories sell”.
Brand
storytelling isn’t a new concept, but with the explosive growth of social media
and content marketing, the opportunities to tell stories as part of direct and
indirect brand marketing initiatives have become a strategic priority.
Types of storytelling
Knowing which type of story to tell is an important feature in
using storytelling as a marketing tool. Storytelling comes in a variety of
forms; the trick is in knowing which one is best suited to meet the needs of
your marketing strategy.
One of the primary storytelling forms is the educational
story. Using marketing efforts to educate consumers provides company
with the opportunity to establish a trusted reputation as a source of valuable
information. Educational storytelling can incorporate factual information about
topics related to the business, use simple stories to communicate difficult
concepts and use illustrations to demonstrate services.
Capitalizing on the current news
of the day is
another way to weave storytelling into marketing strategy. Finding ways to tie
current news stories into relevant pieces of information that will affect customers
is a smart way to use storytelling. Most of the news that your clients are
exposed to, tends to be negative and fear based. The mainstream media does a
great job at keeping us worried!
Client stories are another type of
storytelling that can be a powerful marketing tool. As the company develop a
relationship with clients, you have opportunity to learn their stories – how
they use services or products, how the company helped them. Ask for permission
to use their story, and then add it to the promotional materials. Use their
success as an opportunity to showcase how you were able to help, letting
potential customers know that you’ll do the same for them.
There are powerful stories that have been passed
down through generations. These classic tales are often used as
a means to communicate a deeper truth: slow and steady wins the race, you can
do more than you think, you can’t please everyone, believe in yourself, for
example. Using classic stories as a storytelling technique can be a powerful
method of relating to customers. Through recognizable stories, customers will
feel a connection to the company and be more inclined to purchase from it.
Customers who are looking for relevance and connection in their
own lives are more likely to buy from a company that fills those basic needs. Sharing
personal stories is
one of the most powerful forms of storytelling because it demonstrates a level
of transparency and vulnerability from the company. By allowing customers to
see first-hand the tragedies and triumphs experienced, it cultivates trust and reliability,
strengthening the relationship with them.
What
messages can be conveyed through storytelling?
Stories define the very essence of human life. Through stories,
important lessons are shared, common values are identified and messages are
communicated. Compelling stories create connections between people. When
someone relates a story that you can identify with, even if you don’t know that
person, you begin to feel a connection. The personal connection created by
storytelling communicates authentic human experiences. Without using specific
narrative, customers can identify ways that using a product or service benefits
and enhances their life and are motivated to replicate the scenario in their
own life.
Through the use of storytelling, a company can tap into the
global themes that affect every culture and people group. Themes like family, love, friendship, overcoming
challenges and others are common to every nation. Crafting stories that
highlight these themes is a highly effective means of creating connections.
These connections help to unite people in a global community. The use of
storytelling gives companies an edge and helps their voice to be heard over the
crowd.
Relating to a customer through storytelling allows the company
to use the personal interaction to change attitudes about products or services.
Stories can provide customers with a new perspective on a company, giving them
the opportunity to evaluate products from a new angle. Even if they previously
had no interaction with a company, a compelling story can give the customer the
incentive they need to become more engaged with the company.
How to use storytelling as
a tool of corporate communication?
When considering the creation of a storytelling campaign, truth is essential in the marketing
strategy. The story must include elements
of reality, and that reality must be centered on the products or services
that are offered. Even if the characters are fictional, the attributes of the
product should be truthful and reliable.
Successful stories must be consistent, show persistence, and
exercise restraint. The stories should
avoid confusion – they must stay true to the company ideals.
Storytelling is not an advertisement or marketing pitch. It
should create a character that is
identifiable with the company’s values, and be relatable to the customer. The
character should be crafted to create an emotional connection with the
audience, compelling them to take action.
A story should begin with an introduction to the characters and setting. Conflicts and problems
are introduced in the middle, and
the resolution should be clear in the end.
The story arc is important for customers to be able to follow and identify
with, and instill the desire to share the story with others.
For the reader, getting to the end of a story with unresolved conflicts can be nerve
wracking, especially when there is a delay before the next installment of the
story is released. Generating that same level of excitement in a marketing
campaign through storytelling can create compelling connections with customers.
Leaving your customers with the feeling of wanting more is done through hooks
in the storyline. Using teasers, “Coming
soon” and other interest building techniques, your company can keep
interest in the product and draw customers back repeatedly.
6 tips to create
sophisticated storytelling content:
1. Develop a true understanding of your target audience. This goes deeper than a
one-page “buyer persona”. You must speak to your customers and ask why they
bought from you. What drove them to start searching for a solution? How did
they find your brand? What questions did they ask your sales team? Once you
understand their answers, you will be able to create material that truly speaks
to your audience.
2. Through your conversations, identify emotional drivers your buyers experience.
This emotional analysis will help determine what your customers truly care
about and how to tap into that passion.
3. Prioritize authenticity as much as possible. Highlight
stories from employees, customers and other industry folk. Don’t shy away from
using details like names, settings and positive outcomes. The more relatable
your story is, the more your audience will respond.
4. Whether you are using Facebook, a blog, Twitter, direct mail
or even a billboard, use the strengths of your
channel to tell your story
appropriately. From two words to 140 characters, create a story that’s
shareable across your channel of choice.
5. Give your stories
credibility. “No one says facts and
figures should be completely eliminated from your storytelling,” Aaker says.
“When data and story are used together, audiences are moved both emotionally
and intellectually.”
6. Encourage user-generated
content to share different
perspectives of your overarching story. Try hosting a contest, managing a
hashtag or interviewing industry leaders to create third-party content with
storytelling flair.
Sources:
Examples:
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