![]() Therefore, make sure you spend enough time researching your ideal target persona - their likes, dislikes, motivations, aspirations, and pain points so you can condense all the relevant attributes into your story’s protagonist and create one that your target audience instantly connects with. Your story is simply as good as the relatability of the protagonist. ![]() If you cannot get them to empathize with this character, they are not going to be able to step in their shoes, and hence wouldn’t care about your story. Your target audience is only going to relate to your story and find it relevant if the central character is someone they can relate with. source What makes up good storytelling marketing? Feature a relatable protagonist Avoiding jargon, cliches, and complex words, to name a few. That’s why one should be extremely careful of how it is crafted. The human brain can filter out noise from the story being told. The brain activity triggered by storytelling can last for days. Stories work not only because they are easier to retain than information or statistics, but research has proven that they also cause oxytocin release which in turn affect consumers’ attitudes, behaviors, and decisions. The nature of your business or the category of your products is completely irrelevant, and whether or not you are able to trigger a positive response from your audience depends entirely on how you tie together the three crucial elements of a story - the protagonist, the conflict, and the solution. That’s one common myth that keeps marketers from exploring storytelling for their marketing communication.Īll you need to do is to effectively craft a narrative around how the usage of your products or services can potentially positively impact the end-users’ lives. No, you do not need a conventionally interesting product to leverage storytelling for your business. Does storytelling require your product/service to be ‘sexy’? Such stories usually comprise a protagonist (based on your brand’s target persona), a conflict or a problem they face (your target audience’s pain points), and finally, the solution they discover (closely tied to your offerings/products). Humans are built to connect with a story, empathize with characters, and react to a narrative. Why storytelling is such an important pillar in content marketing is because it makes your content way more engaging and compelling as opposed to marketing communication that is based strictly on facts and figures. Put simply, storytelling is the art and science of using a fictitious or non-fictitious narrative, character, and plot to convey a message that indirectly markets your product or category of products. Storytelling allows you to truly connect with consumers and appeal to their emotional and human side. Instead of using facts, figures, features, and data to tell the world why their products are better, these brands harness the power of storytelling in content marketing to reach their respective and very specific target audiences. This sets them apart from their competitors. Similarly, Dyson’s story was based on leveraging technology to revolutionize home improvement products, thus making them the preferred choice among younger buyers.Young consumers wanted to stand out from the crowd and didn't mind paying a premium to feel that way. On the other hand, Kiehl's used exclusivity to win over their target audience who didn't want to settle for whatever everyone else was using.Whole Foods appeals to our conscious selves because we’re guilty of indulging in refined, preserved, and processed foods and are desperate to switch to a seemingly healthier alternative.And storytelling helps you do exactly that. In a world where content is the very cornerstone of all marketing activities, standing out is important. What do brands like Kiehl’s, Whole Foods, and Dyson all have in common? All three of these brands have their entire content marketing based on rock-solid storytelling.
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