In today’s technology driven world consumers and businesses need a lot more than just a perfect product. Top brands today inspire, educate and entertain their consumers through their marketing tactics. This is where storytelling is important. The right mix of inspiration, entertainment and education can influence the purchase decision, add more value to their experience and most of all keep the consumers coming back to you.
Do you know the world has more than 7 billion connected devices?
This omnipresence has given spark to many disruptive business models like “Uber”. Mobile devices today empower consumers like nothing has ever before. Consumers now feel that they can get anything, in any context, at any time. This is a huge expectation and brands that work towards meeting that are bound to impress.
What we are talking about here is savvy, sophisticated and informed consumers who always want better than the best experience.
This “mobile mindshift” is putting consumers in charge of the whole buying process rather than the retailer or brand. The younger generation of buyers are more moved by the social shares and word of mouth stuff. They are just too fast for traditional advertising.
In comes storytelling
Telling your story means a lot – it goes beyond content having videos and pictures. It’s all about engaging with your audience and connecting with them at the ground level. There are number of ways you can go about doing that
Produce educational, engaging “how to” content
News and other informational content.
Curated list of trends
All the content produced above can then be distributed through different marketing channels and programs with an aim to target the consumers in the right place, at the right time.
The power of stories
We being humans are naturally tuned to listen to and then recall stories. This natural ability can be utilized to influence readers, market, consumers and eventually making them convert. When creating your story (the content, we mean) always keep in mind that humans like what inspires them, educate them, challenge them or simply can get them emotionally charged. This forms the basis of storytelling to sell your product.
Storytelling might sound complex but in reality it is pretty simple. If you’re a movie fan you can tell that almost every major hit on the box office follow a similar pattern.
The formula for success
The formula for success is a simple one, it is the same thing followed by the Hollywood to create mind boggling movies.
Identity – the start of the journey
Breaking the status quo – what do you want to change about your identity
Struggle – the challenges that you face as you begin your journey towards change
Insight – how did you overcome those challenges?
Resolution – after the change, what have you become and what do you serve?
The formula above can be relevant if you are a part of a business and you try to sell a product, insight or service.
Implementing it in business – Examples
The story we are about to tell you is fictional and is just for better understanding of the model.
Puffy Pastries Brand Story
Puffy Pastries is a small, family owned business selling home-made pastries and coffee. (Identity)
Due to immense pressure from larger, multinational chains like Starbucks and economic slowdown, the owner of Puffy Pastries wants to try something new to market her products in a better way online. (Breaking the status quo)
The owner of Puffy Pastries tried everything he could on Facebook and Twitter but it was not working. (Struggle)
Then one day the owner discovered this simple technique of persuasive storytelling to market the product in a better way. He was convinced that this is the solution Puffy Pastries need. (Insight)
The owner decided to go with it and after a period of few months of implementing he got great results. Puffy Pastries was more profitable than it was ever before. (Resolution)
Tip for content marketing complementing storytelling
Adding more value to your content: Consumer these days want a better (overall) experience rather than just knowing about the product itself.
Content formats: There is no one-size fits all approach to storytelling. Marketers should make use of informational how-tos’, short videos, news, podcasts and more to create a magical mix.
Distributing content: Distribute your digital content across various channels to target maximum consumers at a given time.
A good story can really do wonders for your brand. Having said that, 90% of the businesses don’t take the necessary time out to develop and sell that story.
Are you going to be amongst those 90% or are you ready to make a difference?
The content team at DevriX can tell your story to double your conversion rate and help you establish as an industry leader.