Whether they're reading, listening, or watching, people love stories. Since humans were first able to paint pictures on walls or act out their experiences, we have been sharing stories. So, it should come as no surprise that storytelling is one of the best ways to engage and connect with others. In fact, people are more likely to remember information that follows a narrative than they are to recall standalone facts / figures.
When it comes to marketing your business, storytelling is an invaluable tool to encourage brand engagement. It allows you to speak to your prospects to elicit an emotional, gut response. Positive responses are much more likely to influence buying behaviour.
Video in particular, is better at influencing purchasing decisions than any other medium. Convenient and accessible, its ability to present both verbal and non-verbal messaging simultaneously allows more information to be delivered at once. Details are absorbed quicker by different types of learners. However, if you're not telling a story that resonates with your audience, your video is unlikely to get you the return on investment planned.
How to tell a compelling business story
There is a bit of skill involved to tell an appealing, gripping story. Good stories are not only well-constructed (in that they have a beginning, a middle, and an end), but they also motivate the intended audience.
To achieve this, focus on telling a story that your customers would find interesting. Consider these four points, and keep the answers in mind when telling your story:
- Who are your customers? What do they care about? What is important to them? What do they find entertaining?
- What language or tone will they understand best, and be most engaged with?
- What is the narrative behind the things your brand/business does?
- What stories are your customers already telling, that can help you learn more about them?
Make it emotional
Emotions are the primary reason why consumers buy into a brand. Even though many products are available in generic forms, made from the same basic ingredients and sold at lower prices - people pay more for certain brands due to an emotional connection built with the consumer.
Stories that only describe your service's/product's attributes, features and product details is not enough. They fail to make an emotional link to influence action. The richer the emotional content, the more likely the consumer will be loyal. This again, is why video and stories go hand-in-hand—video is a richer way to tell your story.
Remember to focus on the 3 R's
Ultimately, your story needs to be real, relevant, and relatable. If any of these aspects are overlooked, your story will be unlikely to engage your audience.
Hyperbole is okay, but make sure that truthfulness and believability doesn't get lost in your effort to entertain. Your characters too, should feel real and relatable. They should share the same problems that your potential customers face. What will make those characters and their struggles especially relevant—and what will make your story sell—is when you reveal the solution you have to offer.
Whatever business story you choose to tell, be creative to keep things interesting. Aamplify's business storytellers know how to craft great content—ones that engage and delight your prospects. Get in touch with one of our client partners, to see how we can power your brand story via multiple platforms.