In the world of marketing today, storytelling has become one of the most prominent ways to keep your audience interested. Content creators and marketers are using stories to connect with people. The stories can be anecdotes that use evocative language to relate ideas with the brand. Storytelling humanizes brands. Making an emotional connection with customers forges a strong relationship and powerful bonds of trust.
A recent study showed that storytelling could increase the value of any brand. Successful storytelling increases your products’ values by 20 percent. Companies can increase the value of any product previously told by rebranding with a befitting story. Here are a few reasons to be a brand storyteller.
- Telling stories gives any brand its unique history, style, and flavor. It is easy to recognize its merchandise. This means the business automatically stands out in a host of other businesses.
- Storytelling leads to customer loyalty. Those who are deeply touched by the brand’s unique stories become tethered to it.
- Brand storytelling allows a company to build a bankable brand. People automatically trust the company and want to do business with it.
- The stories it tells attract people of the same values and ideologies. Companies can make lifelong business alliances and gain faithful employees.
Storytelling is a valuable skill that every marketer and brand storyteller ought to have. Here are the ultimate hacks to becoming a world-class brand storyteller.
1. Check the Data
As a brand storyteller, you are responsible for creating outstanding content. It is possible that you have a story you want to tell that you find compelling. As much as it is your job to create content, it is not your job to evaluate it. One way to successful storytelling is to understand the needs of your audience. The best way to understand their needs is to get your ideas by comparing it with available data about your customers. Research your target audience and explore the tenets of your buyer persona. The information you gather during this research will act as a guide to your overall creative process.
2. Use Core Values
The best stories are those that have deep meanings that transcend superficial sales prospects. What are the core values of the brand’s story you are telling? To be a world-class brand storyteller, you must be able to marshal your points around the brand’s core values. Do not explore ideas that are foreign to the business. The stories should come from meaningful experiences and anecdotes and relate to the hopes and dreams of the brand. Let your story be based on a core message. Every conclusion must be built on a solid foundation.
3. Tell One Story
Once you have the necessary data and know your core message, it can be tempting to tell all the stories you find. Enough data will lead to several stories that might all appear equally powerful. It would be better if you stuck to one storyline. Telling multiple stories at a time can confuse your audience. Don’t combine random anecdotes in an attempt to be smart or poignant. Stick to one narrative in every pitch and let the story speak for itself.
4. Be Brief
The world’s attention span is gradually decreasing. People want content they can take in quickly. Make your points as succinctly as possible. While you are not meant to sacrifice driving home your point for brevity, manage to keep your content to the point. Recent studies show that the ideal blog post length should not exceed 1600 words.
5. Pay Attention
To be a world-class brand storyteller, you have to be able to understand and relate to the world. Make it your job to pay attention to the world around you. Draw stories from the relatable events that your audience go through. You can use the OPPTY method to practice. OPPTY stands for Observation, Practice, Partnering, and Taking Responsibility.
6. Use Emotion
The best stories told by any brand are stories that touch people on a personal level. In the book, Everybody Writes, Ann Handley discusses the term “pathological empathy.” If you have a sense for the human condition, people would want to associate with you in the world of business. To be an excellent brand storyteller, channel empathy to stay authentic. Authenticity breeds results.
7. Employ Humor
Humor is the easiest way to get people’s attention. If you commit to making people laugh and have fun, you can communicate your ideas subtly but clearly. Find the type of humor that suits the brand you are working with. Be sensitive to your customer’s needs and do not make light of notable grievances.
It is best to stick to positive humor without stigmatizing a particular group of people. Humor can be misused or misunderstood if you are not careful. Try to keep the tone light to avoid offending your audience. Play by the brand’s values, and you will be safe.
8. Don’t Shy Away from Evocative Language
There’s a reason jingles are so powerful. They are compelling in a way that makes us remember. The use of evocation empowers your storytelling and brings positive attachment to the brand. Evocative language can stir up memories, images, and feelings. Employ this method when telling a story.
9. Follow Current Trends
Having a full grasp of market intelligence is priceless. Understanding what your customers are demanding, or what your audience wants to hear cannot be overrated. The current trends in the market can help you tell any story perfectly. You would be able to come up with cutting edge phrases. Understand whether your audience is angry, happy, or anticipatory.
10. Develop Your Skill
Anything can be learned if enough effort is made. You can become a great 21st-century brand storyteller if that’s your dream. You would have to play your part. Keep developing your skill, gather relevant knowledge, and never quit. Your wide range of expertise will further your cause and give you a voice. The more you consume knowledge, the better your perspective and invariably, your storytelling.