Can I tell you a secret? Now, this might be completely embarrassing, but I'm going to share anyway :) When I'm stressed out and can't fall asleep at night, I'll call my fiancé and make him tell me a bedtime story! This ritual totally relaxes me and I'm usually passed out within five minutes. I have to say, he's not a bad storyteller!
I have always loved stories and storytelling. Since I was 6 years old, I would write my own stories- even dabbling in some illustrations to go along with them. Now that I'm in my mid-twenties, this passion hasn't gone anywhere. In fact, I use storytelling ALL the time in copywriting and marketing strategy.
In order to create a cohesive marketing strategy, it's extremely important to incorporate storytelling in order to capture your audience's attention. I've found that storytelling is an awesome way to connect with your potential clients authentically sell your products or services. There are some specific points that go into storytelling. Below I've listed 3 steps to creating a story around your brand. Enjoy!
Step 1 // Hero + Conflict:
You are not the hero, your audience is. Take a deep look into your audience and learn more about them and the conflicts they run into in their lives and businesses. What are their pain points and struggles? What services or products do you offer that would absolutely change their lives? What conflicts does your audience run into in their industry? How can you guide your audience in resolving their conflicts within or external to them? I know these seem like these are heavy-loaded questions but once you answer them, you will have a concise offering for your audience.
Step 2// Possibility + Plot:
The most dynamic question you can ever ask your client is, “What if”? What if you were able to improve your CTR by 50%? What if you were able to double your sales by the end of the year? What if together we could create a movement that changed the world? Possibility shapes the plot of your business. Every great story has a plot centered on classic themes: overcoming, rags to riches, the quest, voyage and return, comedy, tragedy or rebirth. Every narrative conforms to one of these plotlines or the combination of a couple. Choosing a plot line that incorporates the specific possibility that you offer, will help to build a bridge between you and your potential clients.
Step 3// Call to Action:
What is your audience meant to learn from your story? After you communicate your narrative to them, clearly signal to your audience what you want them to do- join your cause, buy your product, sign up for your newsletter, etc. Use a 3-4 word format to state your CTA and keep it simple.
Ultimately, stories should capture people’s imaginations and fill them with hope and whimsy. Stories are born from a desire to journey with others through the ups and downs of life. Accompany your client or audience through their adventures and you will always have a strong story to share!
Once you're clear on your brand story, the next step is to create messages around that story. These messages will show up in your email, your social media captions and tagline. Be bold and create an incredible story for your business!
Want to incorporate storytelling into an incredible marketing plan for your business?
- A full marketing plan
- Ghost blogging 4 times a month
- Email creation & marketing
- Social media management