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 various marketing tactics.
This is where business storytelling comes in handy. The right mix of inspiration, entertainment and education can influence leads’ purchasing decisions. Also, storytelling adds more value to their experience and most of all, keeps consumers coming back to you.
Do you know the world has more than 16.4 billion connected devices?
This has given way to many disruptive business models like “Uber”. Mobile devices today empower consumers like nothing else ever before. Clients now feel that they can get anything, in any context, at any time.
Quality expectations are higher and brands need to deliver their best to top these standards..
What we are talking about here is savvy, sophisticated and knowledgeable consumers who always want the best experience and even beyond that.
This “mobile mind shift” is putting consumers in charge of the whole buying process, rather than the retailer or the brand. The newest generation of buyers is influenced more by social media and word of mouth marketing than by traditional advertising.
Why Does Business Storytelling Matter?
Storytelling in business means a lot – it goes beyond content and having videos or pictures. It’s all about engaging with your audience and connecting with them. There are a number of ways you can go about doing that:
Producing educational, engaging “how-to” content
News and other informational content
Curated lists of trends
All the content you produce can then be distributed across different marketing channels and programs to target consumers in the right place, at the right time.
Humans are naturally interested in stories. This ability can be utilized to influence readers, markets, consumers and eventually make them convert.
When creating your story (the content) always keep in mind that humans like what inspires them, what educates them, what challenges them or what can get them emotionally charged. This forms the basis of business storytelling to sell your product.
Although the concept itself may sound complex, in reality, it is pretty simple.
The Formula for Success
The formula for success is quite simple It is the same principle followed by Hollywood to create mind-boggling movies:
Identity – The start of the journey.
New 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?
This formula 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
The story we are about to tell is fictional and is just for a 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 an economic slowdown, the owner of Puffy Pastries wants to try something new to market her products better online. (New status quo)
The owner of Puffy Pastries tried everything she could on Facebook and Twitter but it was not working. (Struggle)
Then one day the owner discovered the simple technique of persuasive storytelling to market the product in a better way. She was convinced that this was the solution Puffy Pastries needed. (Insight)
The owner decided to go through with it, and after a period of few months, she got great results. Puffy Pastries was more profitable than it was ever before. (Resolution)
Content Marketing Tips for Successful Business Storytelling
- Adding more value to your content. Consumers 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.
4 Types of Business Storytelling
The Problem/Solution Format
This is one of the most popular and effective business storytelling formats. Its execution is straightforward. You focus on a problem that your target audience is facing, and then show them how your product or service can help solve that problem.
The Before/After Format
The Before/After Format can be very effective in showing how your product or service has helped others. In this type of story, you tell the story of someone who used to have a problem (the before) and then shows how your product or service helped them solve that problem (the after).
The Testimonial Format
Testimonials are a great way to show potential customers that others have had success with your product or service. In this type of business storytelling, you feature a testimonial from a satisfied customer who can speak to the results they’ve achieved.
The Transformation Format
This format is similar to the before/after one, but it goes a step further. Transformation stories demonstrate not only how your product or service helped solve a problem, but also how it transformed the customer’s life in some way. This can be a very powerful story to tell, as it really showcases the impact your product or service can have.
These are just four of the most popular and effective business storytelling formats. But there are many other ways to tell a story that will resonate with your target audience. The important thing is to find a format that works for you and your business, and then craft a compelling story that will help you achieve your marketing goals.
5 Steps To Powerful Business Storytelling
1. Know Your Audience
When it comes to business storytelling, the first step is understanding your audience. Think about what interests and motivates them, and make sure your story speaks to those needs.
For example, if you’re pitching a new product to potential investors, you’ll want to focus on how the product can solve a problem or meet a need. On the other hand, if you’re sharing your company’s story with customers, you might want to focus on the values that guide your business.
In either case, taking the time to understand your audience will help ensure that your story resonates with them.
2. Keep it Simple
In today’s fast-paced and highly competitive world, it can be easy to fall into the trap of trying to cram too much information into your business story. However, this can often result in your key message getting lost in the shuffle.
Instead, focus on one key point or moral and make sure it’s communicated clearly. This will help to ensure that your story sticks with your audience and leaves a lasting impression.
Trying to fit too much into your story is like trying to fit a square peg into a round hole – it just doesn’t work. So, take the time to focus on what’s really important and make sure your message comes through loud and clear.
3. Make it Relatable
In storytelling, the old saying “write what you know” still rings true. Your audience is more likely to connect with a story that feels personal and relatable. One way to achieve this is to write about characters and experiences that they can see themselves in.
This could be something as specific as a shared interest or hobby, or something more general like a common life experience. By finding ways to make your story relatable, you can help your audience to connect with your characters. This way you can introduce them to a customer journey tailored to their preferences.
4. Use Emotion
It’s no secret that stories that evoke strong emotions are more likely to stick with your audience. After all, who can forget a heart-wrenching tale of loss or a hilarious story about an embarrassing moment?
The key to creating these sorts of memories is to use descriptive language to paint a picture of the events in your story. By immersing your listeners in the details, you’ll help them feel like they’re right there with you, increasing the chances that they’ll remember your story long after you’ve finished telling it.
So the next time you’re looking to make a lasting impression, don’t be afraid to go big with your adjectives and adverbs. It just might be the difference between a forgettable story and one that’s unforgettable.
5. Be Authentic
When you’re telling a story, it’s important to be genuine. Your audience can tell when you’re not being authentic, and it makes it harder for them to connect with you on a deeper level.
When you’re being yourself and telling your story from the heart, you’re more likely to connect with your listeners in a way that resonates. So be yourself and tell your story with sincerity to create the most meaningful connection with your audience.
Business storytelling is one of the most powerful tactics in a marketer’s arsenal. When done well, it can help you connect with your audience on an emotional level, build trust, and increase sales.
By understanding the formula for success and using content marketing tips to create effective business storytelling formats, you can master this valuable skill. What story will you tell your customers next?
The content team at DevriX can tell your story to double your conversion rate and help you establish yourself as an industry leader.