Storytelling is the latest marketing trend, but what makes it special? Today, traditional ads are less likely to capture people’s attention, especially if we talk about the modern generation. It was discovered that 69% of Gen-Z find it disruptive and simply skip it if ads appear on their devices. Therefore, marketers started to resort to more creative ways to connect with their audience.
However, this occupation requires talent and a lot of practice, as storytelling has different techniques and crucial elements. In this article, we prepared the best storytelling practices that will boost your brand awareness and bring success.
- What is the Art of Storytelling?
- Why Should You Master Storytelling?
- 5 Steps to a Great Story
- Things to Know About Data Storytelling
- Common Storytelling Mistakes
What is the Art of Storytelling?
Storytelling is not another marketing strategy, it is a kind of art requiring advanced writing skills and practice. It presupposes that a person creating a marketing text or video not only should be an advertiser but also a writer with bright imagination.
Words are not simple combinations of letters, making passages but special signs revealing another dimension. A great story can evoke different kinds of emotions and make a person fall in love with a product or service that is presented properly. If you master the art of storytelling, your story will target potential customers in a completely different way, build emotional bonds with one another, and increase brand awareness.
Generally speaking, storytelling is a special form of communication with the audience to promote a particular thing or convey a message. There are different types of stories, depending on the media they are conveyed, so we have written, digital, audio, and spoken stories. The emotional connection with people is an indispensable element of a good marketing strategy. Let’s move on to explore the importance of storytelling in our modern realities.
Why Should You Master Storytelling?
A story is a powerful tool for bringing an idea to the audience in a proper light. It can persuade them to take some actions, make them laugh or cry, and certainly become better. There are many reasons for choosing storytelling, for instance, business promotion, education, entertainment, and more. You will agree with the statement that a story can attract more audience than statistical facts, characters, and other data on your company aimed at representing your power and credibility. But it is boring for your potential clients to explore these pieces of information, and they will simply skip them.
A story is capable of abstracting and simplifying complexity. People perceive the information better if it is complemented with useful examples or interesting facts. Storytelling helped many brands to boost sales and increase profitability. Today, social media networks serve as great platforms for brand promotion. There are many ways to tell your story in an entertaining manner and engage the audience. Read the article to find more ways to expand the reach of your social media business. They explained in simple words complex product characteristics and made every person engaged in this story, bringing people together. The message should be universal so that any client understands clearly what you mean. Use storytelling in marketing to promote the business and increase brand loyalty.
Now you understand all the benefits of storytelling, but how to become a good storyteller whose narrative will gain people’s hearts? In this article, you can find examples of how brands tell their stories. We collected top storytelling marketing tips that will help you build a strong storyline and humanize your brand.
- Characters: it is a key element in making a successful story. The protagonist or the main character may be the embodiment of all people. The main character is a must, and there can also be other people in a story who help the protagonist appeal to the audience. Both positive and negative characters can be used for a dynamic plot. Consider, they all must be persuasive, open, simple, and call people to action.
- Structure: a good story is a structured story. An organized storytelling process is crucial for success. If your story has an intro, main body, and final part you get full control over the attention of your audience.
- Dynamics: Dynamics is especially important for marketing videos that shouldn’t necessarily be recorded on professional cameras. Even if you shoot content with a mobile camera and edit mp4 video with free video editors you can stand out among competitors by ensuring a dynamic story plot. Make sure you fully describe the problem, offer the best possible solution, and establish an emotional bond with the audience.
Now you can see what makes a good story. Do not forget to relate to the audience, entertain, educate them and be close to them.
5 Steps to a Great Story
There are different types of stories you can tell, but all of them can be created on the basis of one algorithm. Storytelling consists of five main steps: let’s explore them in detail to enable you to create stunning stories in the future.
Step 1: Audience Identification
Every story is aimed at a particular group of people who have a common background, location, interests, education, etc. It is essential to research your target market in advance. Once you understand who is on the receiving end, define a storytelling strategy. You can simplify the message, add some humorous elements, or target it at the educated, mature clientele. The identification of the audience helps to define the next storytelling steps.
Step 2: Message Definition
Every story, whether it’s educating, entertaining, or inspiring, should have a core message you want your audience to receive. The volume or medium of the story doesn’t matter, as the main idea is a crucial element before moving forward. Define if you make a story to raise sales, funds, or promoting a product, explaining a service, etc. The main idea can be summarised in one sentence containing primary keywords.
Step 3: Relatable Hero Creation
A relatable character is a universal hero everyone can identify themselves with. As a rule, they possess positive features but are not too confident to claim the world about their uniqueness. A story protagonist may act as a client or boss, but they always make the right choice and praise the brand or company.
Step 4: Challenge Revealing
Storytelling is impossible without transformations, and different problems help characters improve and present themselves to the world. Obstacles they overcome must be natural and familiar to the average person.
Step 5: Problem Resolving
When the issue is resolved, there should be a call to action to move forward and try the product or service. Problem resolution has to be inspiring and present your company in a positive light. This is a part where you can include a call to action and persuade people to take advantage of your services. Make your story visible, share it on different platforms to engage more audience.
Things to Know About Data Storytelling
Stories embody numbers with sense. A data story is another important way to target an audience and boost brand awareness. It is a creative presentation of data that is at the centre of a storyline. There are different proofs of data significance presented in an appealing manner. Data storytelling incorporates analytics, design, and communication elements for business promotion. Compelling narrative and data visualization make up a great data story. People tend to keep in mind images; therefore, data visualization is an excellent way to convey the message to the audience. A good data story is relevant, includes good data, a clear narrative, and intentional visuals. There are different kinds of visual data representation such as tables, bar charts, pie charts, infographics, and so on. So now you can see how diverse data storytelling is and can resort to this technique as a part of your marketing strategy.
Common Storytelling Mistakes
Storytellers fail to connect with the right audience because of a plethora of mistakes. We want to prevent you from possible challenges and give you a checklist of the most common storytelling errors:
- the abundance of factual data
- lack of the main character
- no call to action or persuasiveness
- boring and too long story
- lack of naturalness and clear promotion
- no conflict that discourages people from reading
- lack of authenticity
- failing to find direct feedback from the audience
We hope that these tips will protect you from unprecedented storytelling mistakes. Follow the guidelines listed above, and you will be less likely to fail.
Master the art of storytelling with the help of this guide providing all the necessary information on storytelling in marketing. Stories bring us together and inspire us to make the right decisions. Make yourself noticed and reveal all important aspects of a story. Storytelling allows brands to persuade the audience to take action and pay attention to their products and services. Choose your style, take advantage of different storytelling techniques and media. Today everything is possible. Do not be afraid to dream, experiment, and stay yourself. People recognize fakes, and honesty is the key to success.