Nowadays, storytelling is a must when it comes to sell and promote your brand. This technique allows you to build a story around your brand to generate emotions within your clients and to create a strong and trusting relationship.
When making your digital marketing strategy, keep in mind that humans are emotional driven species, and most of our decisions are based on feelings rather than logic. Mastering the art of storytelling will allow you to attract attention and to make an impact on your clients’ memory.
Build An Endearing Storytelling
People tend to prefer stories over advertisements, which is why storytelling works so well. Start telling the story of your brand by asking yourself the following questions: why did you decide to build your business? What drove you? What kind of difficulties did you have to overcome? And so on…Many companies use the story of their founder as a starting point for their story.
Obviously, you have to tell a true story, but you can embellish it to make it more attractive and interesting by using narrative tools that put the emphasis on emotions.
Storytelling must be used to win the trust of your clients, therefore, you have to write your story in a way that they can easily understand and relate to. Write as you speak, do not try to put too many fancy or pompous words, or your audience will think of your brand as a bit pretentious.
Write your story by keeping in mind your target audience, by building marketing personas first. You won’t write the same way to children than female teenagers or baby boomers. You can use words that are specific to your field – you don’t want to belittle your clients – but don’t pose yourself as an expert.
Trigger Your Clients’ Emotions
There are several ways to play with your audience’s emotions: whether you use humor, fright, suspense or sadness, the most important thing is to be memorable.
Humour is always a classic. When done well, it is the best way to make an impact on your target audience. The problem is, humor is very subjective, and you have to know your audience well in order to avoid any kind of faux-pas or to appear too ‘cringey’. Puns are a witty way to be funny with words, and the closest they are to ‘dad jokes’, the most memorable they are!
Build the unexpected. Take your audience by surprise, use twists and cliffhangers in your advertisement, especially when you are coming up with a new product: only show some parts of it, build a mystery around it in order to create the hype.
Nostalgia is a very powerful force, especially within the Millenials. By using nostalgia, you will put a smile on your audience by making them remember a happy memory. If you can touch your audience’s inner child, success is almost guaranteed. Play with tastes, smells, objects, or places that can trigger a childhood memory within your audience. The use of pop-culture references is also very effective.