A good brand story doesn’t require a massive production budget or celebrities. All you need is a clear message. Some empathy and the ability to sound human, not a machine.
When it comes to storytelling advertisements, brands should begin with the feeling and not with the product. Your focus should be on developing relatability. You should first decide what you want your customers to feel when they see your ad. Do you want them to feel a little emotional? Motivated? Curious about your product? Hopeful or enthusiastic? This is the anchor of your storytelling advertisement to create engaging and compelling marketing copies and ads for your business.
According to a psychologist, it is 22 times more likely for people to remember facts when they’re wrapped in a story. Storytelling in marketing is an art where you are not compelling people to buy products based on typical advertising. You sell experience, emotion and transformation through storytelling.
The human mind is wired for stories. With the right story for your brand and products, you can build emotional connections with customers, capture their attention instantly, increase trust, credibility, and drive actions without sounding salesy. We will understand the art of storytelling in digital marketing that attracts customers without having to hard sell.
Why Storytelling is a Better Sales Strategy
Generally, when people have an idea, they think of communicating it using convincing arguments based on facts and figures. However, in digital marketing, the practice becomes boring, especially for customers, because they are not going to remember facts. You can serve facts in a wrapped layer of storytelling. Compelling stories will leave a lasting impression on customers’ minds. Hence, storytelling is a better way to convince customers to try your product.
Studies indicate that people are more likely to be convinced by a story as opposed to data, facts and figures. Digital marketing companies persuade customers through compelling storytelling. You can stack your data and story together to move the audience both emotionally and intellectually. You can move your customers to drive action through storytelling that takes the customer on a journey from stages of awareness to conversion.
Digital marketing companies help businesses form compelling stories and communicate them in meaningful ways. It helps customers develop a relationship with the brand. The customers become active listeners when you sell a product or service without selling it through typical data-backed ads and marketing campaigns. Brands sell a story and customers can connect to it well as opposed to facts and figures.
Framework to Craft a Compelling Brand Story
Storytelling in advertising is about telling your customers what your product does. It is about showing meaning and telling how it solves customers’ problems.
Storytelling uses a narrative to deliver the message to customers. It can be a true story or a fictional one, but it represents the value of your product and brand to customers in a way that makes them feel something.
For example, Boat advertises its noise-cancelling headphones by showing the actor wearing them amid chaos. It delivers the story of a person who wants to avoid the city noise and escape virtually. It’s possible using Boat’s noise-cancellation headphones.
The anatomy of storytelling includes three simple steps –
- The story begins with a compelling hook. The hook needs to catch the viewer’s attention. You can deliver the story in many formats. It can be a video advertisement, an Instagram marketing campaign, Google Ads, etc. The hook of the story comprises a relatable problem or challenge with which customers can resonate.
- The next step in the framework is the journey. The journey needs to show the transformation or solution to the customers. It will entail how your product solves a particular problem. You can pick easy and relatable scenarios where customers may feel stuck. Show your customers how your product can help them overcome the problem easily.
- The final step in the storytelling framework is the resolution. In this part, you should include case studies or testimonials that highlight how your product solved a particular problem in the past. This is the part of storytelling when you can give subtle hints of facts and figures. Even if customers don’t remember the figures correctly, they will remember the story. You can share real outcomes with customers so that they can relate to the story more deeply.
Learn Why Storytelling is Effective in Marketing
Drive Emotions
Storytelling is effective in advertising because it lets people make decisions with emotions. A good story for the brand sparks an emotional reaction in customers. It becomes more than an advertisement. People begin to see your brand from a new perspective. The pricetag and product become more than ordinary, and it helps drive more conversions.
Generate Relatability
Storytelling creates relatability. Brands create stories in a way that begins with a compelling hook to catch customers’ attention. Brands share a relatable problem with the customers that mirrors their dreams, problems and thoughts. So, even without a dramatic storyline, you can focus on building stories on small things like personal moments, daily routine, or familiar situations that will feel the most real to the customers. Hence, the brand eventually becomes more memorable for customers as opposed to your competitors who target the same pool, but without a compelling story.
Foster Customer Engagement
Stories are not only to catch viewers’ attention, but they also engage customers. Good stories spark comments, reactions and shares from customers. Good stories compel customers to interact with your content. If they can relate to it, they are more likely to respond to it. This kind of brand engagement is not forced but earned through effective storytelling.
Create Differentiation
A compelling story creates differentiation for your brand in the market because let’s face it, not every product is unique. To catch customers’ attention and drive conversion, your focus should be on fostering relatability and brand differentiation through a compelling story.
A compelling story can create a meaning for your product that separates your brand from others in the market. Storytelling helps you define the personality of your brand. It shows what you value support, and stand for. Your brand becomes a character in customers’ minds, which is easy to remember and connect with.
To Sum Up
People remember stories more than they remember facts. In digital marketing, storytelling is an art. It helps you form a relationship with your customers. Storytelling helps your customers stick around with your brand even more. You can contact our experts at VerveOnlineMarketing, a leading performance marketing company in India, for marketing and branding requirements.
