The power of storytelling in marketing
When reading straight data, only the language parts of our brains work to understand the meaning. But when we read a story, not only do the language parts of our brains light up, but any other part of the brain that we would use if we were actually experiencing what we are reading about becomes activated as well, making it far easier to remember.
Top brands like Coca Cola and Etsy harness this science to their advantage through content marketing that focuses on the story. Stories can be incorporated into all your content: blogs, e-books, social media, brochures, websites and much more.
Below are some tips to good storytelling in marketing:
- When you tell a story, talk about an actual person using their name, age or other descriptors so your audience can visualize.
- Use words that connect your audience to your work and customers. Stay away from industry jargon and use words that appeal to people’s hearts and emotions.
- Share specific examples of your work and show how it has made a difference in the life of a customer. Go into detail about their life / business and how you have taken away a pain point for them / resolved an issue / helped them grow. Talk about exact results and transformations using descriptive, emotionally connecting words.
- But don’t just tell your customer’s story. Tell their customer’s story. We have a tendency to focus on our customer. Remember that your customers have customers of their own. How does the use of your products and services impact your customers’ customers?
- Encourage readers to see themselves in your story. Even the traditional case study can engage readers if it’s a personal account of what ‘someone like me’ experienced. If buyers can see themselves as the protagonist, they’re more likely to take action.
- Lastly, keep it short!
We hope this has been useful. We can assist you in achieving a strong brand and website which clearly reflect your business. Please get in touch if you would like to chat about your website or brand at firstname.lastname@example.org or call 0416 850 757 for a free initial consultation.