Each of us is exposed to some 100 thousand words every day According to Eryk Mistewicz, the author of “Narrative marketing”, we internalize more information over the course of a month than our ancestors used to over their entire lifespans. No wonder than that getting a product or service advertising message across is challenging. Is there a solution? Yes. It’s storytelling.
“At a time where most products and services are very similar, narrative marketing is something that might make a brand stand out. A properly told story will not annoy the audience and may secure success for the company behind the story. Just look at brands like Samsung, IPN or Allegro”, says Anna Ledwoń-Blacha, creative owner at More Bananas.
So now you know how to make your product or service stand out in the crowd. But before you get down to shaping the history of your brand, take a moment to learn some secret storytelling moves that might be worth your while.
Build a bond
A story is the perfect idea for building a bond with your audience. The better your potential customers get to know the world of your brand, the more trust they will place with you. And this is just a step away from a permanent relationship. Admit it – there’s nothing better for business than a loyal consumer.
Did you know…
When listening to stories, the brain releases dopamine and oxytocin, the happiness hormones.
How to build a bond with your audience? First things first – create a hero for your story, resembling your audience. Let them be of similar character and face the same problems. This way your audience will identify with the hero of your brand’s story.
Go for authenticity when creating your story. Your brand must be trustworthy for your audience. There’s no place for lies and manipulation with storytelling. Let your hero have real-life problems that they have to face, which (as in life) is not all that easy.
Tap into emotions
Statistics prove that 90% of our decisions are made subconsciously, driven by emotions. So build your story on emotions. It’s emotions that make your audience remember the brand, get to like it and then, when they need a product or service – remember it. This is possible through the relationship you’ve built on emotions.
Assist your audience
Weave a purposeful story. Highlight the important contents to your audience: an idea, lifestyle, the most important feature of your brand. Have your story clearly state what is exceptional about your products and services compared to the competition. Present actual value that will make your audience’s problems go away, make their lives easier.
Let there be a message to your story. Just remember – don’t preach to your audience. No one likes that. You’ll be better off to offer detailed and useful solutions and tips to your potential customers.
Don’t bore them
Your audience, potential customers for your products and services, doesn’t have the time (and most probably also the will) to listen to boring stories. So give them a clear and easy to understand message in a brief format. If you copy your competitors’ stories, no one will notice your brand.
Breaks the rules
Most stories are built based on the scheme you know from your childhood fairytales. There’s a quest the hero has to do. Along the way, they encounter a problem. The hero attempts to tackle the obstacle, but fails. Then someone appears on their way, telling them how to solve the problem…ale their troubles are instantly swept away.
A well-known model for building stories is also the recipe for consistent advertising stories. Straying from the proven scheme would be risky, but try to put some life into your story so that it is at least a bit surprising to the audience.
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