Let us tell you a story. Once upon a time, there was a small business. Its owner wanted the best for his brainchild, so he took care of it, he studied all the innovative marketing techniques and implemented them for his business. The business grew bigger and prospered. His owner got richer and more satisfied and lived happily ever after.
Can you guess which marketing tricks did the businessman use?
For the past few years, there has been a new trend in marketing — storytelling. One can argue with its novelty, but its effectiveness is merely undoubtable.
What is storytelling?
As unobvious as it seems, storytelling stands for telling stories. :) It doesn’t necessarily mean writing novels and movie scripts. It goes for telling everyday stories as well. That’s an essential part of a human’s life. We learn, socialize and codify our past with stories.
Why in marketing?
Do you remember your time at school and those boring anthropology (math, histology, etc.) lectures your professor gave you? Do you remember almost falling asleep while he was writing formulas on a chalkboard? How much information can you recall now? We bet you remember little if you didn’t start a career in the same field after you have finished your studies. Correct us if we’re wrong, but we can bet yet another thing. You still remember the weird stories your professor told. Don’t you? Those about his youth, his children...you’ve got the point.
There’s a reason why stories are remembered. Opposite to abstract statistical data, stories have structure, a reason and a familiar shape. If we use storytelling on a daily basis and it proves its effectiveness, why not use it in marketing?
If your company is new and only gaining popularity, a potential client would be willing to look for some information on your company before he handles you money. If your company is well known in its field, your regular customers would like to know you better. In any situation, to tell a story about your company is a good and natural thing to do.
If this seems to be unusual, just think of how you behave in private life. How do you make new friends? You tell them stories, you share similarities, and eventually you start creating stories together. Storytelling in marketing is used for making friends as well. Except that the stories you tell are affecting your business and the friends you make are actually your clients.
When you create an “About us” page on your website, or spread a word about your business on TV you introduce your business to your customers. You can share raw data about your company, such as the number of employees, the day of foundation, the quantity of goods you produce a year. But you can also tell a story of your path as an entrepreneur or illustrate your working process. Can you predict which information will be more interesting and more engaging for a client?
If you’re now considering writing a story of how you started your business for your website, that’s great. However, before you grab your laptop and start creating, check out just a few things about a story itself.
What makes a good story
It’s not enough just to tell a story. To be remembered, you have to make it a good one. What are the features that make a good story? Well, there are plenty of those!
Let’s remember some of the stories we enjoy listening to. Is that a story about a boy who survived? Or the one about an old lady, a detective? What makes those stories great? An exceptional script? Complex characters? Unexpected plot twists? Here are some of the tips of creating a great story.
Make a “green light” character
Is your character somehow similar to your customer? Does he have qualities people of your target audience have or like? Does he struggle with a problem people are familiar with? If yes, congratulations! You have a character people can identify themselves with and therefore be interested in his fate.
The more emotional the story is, the easier it is to recall it later. That’s just how our brains work. Try to “add some pepper” to your story and fill it with some scenes that bring emotions. Use epithets, make vivid descriptions, but do not exaggerate; a story with too many details may be hard to follow through.
A funny twist, a riddle, or a joke. Unexpected elements in a story make it fun to read and easy to remember. Although, be careful with the quantity of those elements. The story should be easy to understand.
Know your audience
It's true that you tell a story so your client could know you better. But you should be interested in who your client is as well. Who is he or she? Why should the story be interesting for them? Good old Socrates told that information you share should be positive, truthful and useful. While the first rule can be argued, others are essential. By violating them you risk your client’s trust.
Pay attention to structure
We love movies with reversed narration and books with stories that take place simultaneously in different locations. We’re picky consumers. Nevertheless the structure should be clear. We should be able to easily identify, where does the story start, what is the climax and how does it finish, even if its ending was presented at the beginning.
Simplify the reason
The morality of a good story should be clear and easy to understand. Just like in a fairy tale. That’s why it’s important to formulate a core idea and pack it into a compact and elegant narrative.
Now you can implement all those elements in a story and upload it happily on your blog, right? Yes. And no. The trick about storytelling is that you can combine all the elements good stories have and still create a mediocre one. That’s the burden of any art. The stated rules work, but practice and a writer’s intuition help using them the right way.
Let us warn you that storytelling requires consistent practice. Additionally, creating stories takes time. We know what we say, as we provide services in this field for seven years. We prepare each text carefully, whether it's a post for social media, an article for a blog or a story for a brand. It includes collecting data, expressing it in words and then editing. We have a team of copywriters, editors, and marketers who do the job, so every story is created fast and with high quality.
If you don’t have time for consistent practice and want to have a good story right away, let us help you. Our team of storytellers will create interesting stories and will serve them with a delicious sauce to your clients!
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