Who never stopped when starting a campaign or delayed to start that project, which seemed to be a lot of work?
To escape moments when you “spend” your ideas, (in order to focus your creativity on the correct insight), we share the 4 main ways to structure your stories. They are very actionable models that give a good starting point for any brainstorming. Are they:
Include in the narratives stories that are related to the use of your product or the purpose of the brand.
Develop a story to explain why the company (or product) is the solution or a market reference.
Use archetypes (mental models) that position your brand in the minds of your customers.
Absorb the references of pop culture to work and relate them to your product or company.
5)Have a page about the company on the website and
A great place to apply storytelling in your business is on the company page. There, usually, there is a text explaining what you do, what kind of service you provide, since when, and other information like that. Why not use this space to tell a story?
You can tell how the idea of starting the company came up, the reasons that led you to choose that branch and all kinds of interesting information about your business. Thus, you arouse the reader’s curiosity and can make him more involved with your brand!
6)Produce content with stories on your blog
If you are already a fan of content marketing or want to start applying it as a strategy in your business, the blog is a great place to apply storytelling!
When writing posts about your niche market, look carefully at the texts and think about how to tell a story with that content. For example, if you usually produce articles with makeup tips on your website, try to tell the story of some of the most used products or the evolution of trends in makes throughout history.
7)Pay attention to the words in the product description
If you have or want to create a virtual store, the product description space can be a great place to apply storytelling. By always paying attention to the keywords for your e-commerce SEO strategy, you can make the texts about the goods much more attractive.
If you sell, for example, T-shirts with prints by famous artists, you don’t have to limit yourself to a plastered description. Why not tell a little about the artist’s story or the drawing depicted on the print of the garment there in the description? That way, the person who is interested in that product will already feel more involved with it as they read the information on your website.
8)Use social media to tell stories
Whether on Instagram, Facebook or YouTube, remember not to make posts and videos just to showcase the products. Tell us how the idea of developing them came about or what were the biggest difficulties you encountered to start your business.
An authentic narrative is the key to gaining consumer confidence. Don’t try to deceive your audience with an exaggerated story. Customers know when you try to trick them and they don’t like it.
10)Have a clear result
A great business story leaves your audience with something. What lesson was learned in the story and what should consumers learn from listening to it?
Business stories must have a clear result. Provide a hopeful and thought-provoking message with actionable points that compel your audience to connect with your brand.
A disorganized brand story leaves customers confused and disinterested. Make sure your brand is consistent across all communication channels. Use the same colors, logo and slogan for digital and print marketing materials. The repetition of images and profanity associated with your business creates brand awareness.
Use the business narrative to establish an emotional connection with customers. Talk about how an event related to your business affected you and what you learned. This creates an immediate response that makes your story memorable and shareable.
People like to be part of the stories. Your customers can be characters of your brand. Find ways to engage your audience.
13)Know your best storytellers
The best storytellers are closest to the front lines, whether in services, products or sales. Releasing these (trained) storytellers will increase the credibility and scale of your narrative efforts, which (as in the case of IBM, which has measured this over seven years) is likely to result in higher values for the lifetime customer. This is a powerful return on investment.
In the future, customers will play an increasingly important role in the reliable narrative. Smart brands already do that; it’s time for others to introduce themselves. Some of today’s best content is created or co-created by customers – another important way to engage and scale.
Look at GoPro for examples of great consumer-generated content. Microsoft has also done a great job of telling success stories through customers’ lenses. For both companies, co-creation has proven to be an engaging way of sizing history and content in a way that is both human and authentic.
15)Update your endings
The narrative should eliminate dull endings. The economic benefit is a terrible end to a story. Simply telling your audience that your product will help them save or earn money or time – focusing on a rational and economic benefit – is a superficial ending because, as mentioned earlier, it has no anchor on a personal and emotional outcome. “And?” I say. And many of your users, too.
Shallow is emotionally unsatisfactory. What users really want to know is how their personal lives will change. They want hope that they will be better. What will the money allow them to do to achieve community, achievement, credibility, recognition and all the things that human beings desire? Money is only a means to an end. Find those passions and go there.
- We recommend reading Storytelling with Data where you will discover the power of narrative and how to make data a central point in your story. The lessons in this illuminating text are based on theory, but accessible through several real-world examples.