Storytelling is a marketing technique that uses stories to create an emotional bond with the audience. The purpose is to connect with your customers, attract new ones and manage to create and maintain a loyal community in the long term. It is the art of transmitting and moving through a story that helps you to empathize with customers. It is a persuasion tool widely used in marketing.
This creative way manages to differentiate you from the rest, attract the attention of potential customers and obtain greater brand visibility. It is easier to remember things by the feelings they have transmitted than by the mere fact of seeing an ad. If something has made you laugh, or feel melancholy, nostalgia… it is more likely to stick in your mind. We are emotional beings and therefore increasing the effort in your marketing campaigns, appealing to feelings, is a very effective tactic.
Tips for good Storytelling
-
- Define and know your audience. It is essential to create stories that are truly of interest to them.
- Determine which media to use. Specify which formats (text, images, videos) you will use to convey the story.
- Follow the phases of any good story. The story must have a beginning, middle and end.
- Capturing attention. Involve the user in your story. We retain better the names of companies, brands, etc., when they generate emotions. Make the story interactive and get the consumer involved with the idea you are trying to convey, this will better imprint the brand memory in his mind. You have to captivate the user based on emotions to influence their decisions.
- Characters. They are one more element to involve the audience in your story. A normal plot usually includes a hero and a villain that encourage the audience to follow the course of the story and its final resolution. It is a good idea to include qualities or characteristics in the protagonist that are associated with the advertised element.
- Include the brand, product or company in the story.. Don’t forget that you want people to associate the ad with your company, brand or product. Do not give all the prominence to your brand within the story, make it part of the context or the storyline. Always end the story with the image or mention of the brand.
- Be original. Attract the viewer or listener with an attractive and different story. Differentiation is the key to success.
- Include human aspects. Storytelling deals with human emotions so you should try to personify them in the product you want to promote.
- The Storytelling is nothing more than a strategy linked to quantifiable, measurable and quantifiable, measurable and analyzable, based on KPIs (Key Performance Indicators). The aim is to achieve the proposed objectives. That is why the story must promise something and meet the user’s expectations; we cannot let them down, otherwise you will be losing potential leads and the loyalty of your customers.
- Happy ending. Appeal to consumers’ emotions by surrounding them with experiences that leave a good taste in their mouths and, if possible, share a lesson. Know how to reach the public’s mind and heart. We all enjoy stories that move us.
“People will forget what you said, people will forget what you did, but people will never forget how you made them feel” – Maya Angelou.
At Reinicia we are specialists in Storytelling, we can help you!
Examples of Storytelling
Maybe this will help to inspire you…
The narrative journey of the movie ‘Inside Out’
https://www.youtube.com/watch?v=ulm7bcB2xvY
Impossible not to fall in love with ‘Life of Pi’ with the Storytelling that was used during the promotional campaign
https://www.youtube.com/watch?v=6S2gbcsHhqQ
The hero that embodies the brand values
https://www.youtube.com/watch?v=Kr2P5lDc83g
Sentimentsof unity that make every day a better world
https://www.youtube.com/watch?v=TuWSZjKGy5w https://www.youtube.com/watch?v=TuWSZjKGy5w
The key is to get to know your customers better and better, connecting emotionally with them, and for that nothing like a good story. Storytelling is an infallible tool to achieve this, and with digital tools, it is available to anyone. With the keys that we have given you, you can start the way to get your idea across, creating that feeling in users, so that they receive the message in an optimal way.
