Do you know what storytelling is? Imagine you telling about the values upheld by the company, achievements and failures to employees and customers. This transmits a true image, do you agree? This practice of telling good stories has been increasingly used in companies’ marketing strategies.
The company, by not having well worked out marketing and sales strategies, did not convey a purpose and could not connect with customers. This is where the importance of storytelling comes in. Read on as I explain in detail about this concept and even give you some tips to help your brand tell good stories. Let’s get to the point!
What is storytelling?
Storytelling is the art of communicating an idea through a narrative, whether using words or visuals. The goal is to engage people to convey thoughts and facts through a fluid, relevant and cohesive story. The more the audience connects with the story, the more powerful the message conveyed will be.
What are the benefits of this practice? Companies that develop ways to tell good stories are able to establish a good brand image and captivate their audience.
In addition, they build a good relationship with customers, suppliers and employees. All this, added together, helps brands to keep employees more engaged and improve sales results.
You should still take into consideration that, generally, people have an easier time remembering stories than remembering data. Storytelling makes companies humanize the product or service and, in this way, bring the brand closer to the final consumer. So, the sooner you master the art of telling good stories, the better your business results will be.
How to tell good stories?
1. Know your public
There is no doubt that knowing the characteristics of the audience will help your business to tell good stories. In this sense, it is important to consider various factors such as gender, age, city of origin, consumption habits, daily problems faced, social factors (family, groups of influence of each one), psychological issues (beliefs, perception, etc.) among other relevant data.
After gathering this information, it is essential to think about how your product will help people. From this, you can create stories aligned with the interests of the audience and be more assertive in your offer.
2. Know how to use your brand identity
Companies that know how to use this strategy are able to convey their brand identity more clearly. This is because they demonstrate what is unique and special about them. In addition, they clearly demonstrate the values they believe in and uphold.
This increases the likelihood that people will identify with the business and buy into products or services made available by the company. However, for this approach to work, the story needs to be within a good marketing strategy, and you need to be truthful in your proposition.
3. Tell your story in stages
After gathering this information, it is necessary to hold the listener’s attention. The best way to do this is to create a narrative with a well-defined beginning, middle and end. Check out the three practical steps:
- Define the main character of the story and the context of the situation. Create your own hero’s journey, with villains and challenges, overcoming and the Grand Finale.
- Through understanding about audience, present accurate information about your company and then present the offer.
- Explain to the user what action you want them to take. It could be buying a product, signing up to the channel, subscribing to a newsletter etc. It is important to show that the story is over and now he needs to make a decision. At this point, your previous narrative must corroborate with the offer. For example: “If you don’t want to go through as much trouble as (main character in the story) to (achieve the end result), you need to (offer the solution).”
Although it is hard work to think of captivating stories for the public, this attitude will help your company to present better results and gain space in the market — something that Alberto Padro, our friend from the introduction, could not do because he wanted to take care of all areas of his shop alone and in a fast way.
In short, storytelling is a practice that reinforces the identity of brands and, as a result, more and more people tend to pay attention, identify with the business and, finally, buy.