Here are seven reasons why I love storytelling:
Showcasing social proof is a no-brainer. And yet its surprising how many websites and marketing materials aren’t giving pride of place to real customer testimonials.
So do more than make it easy to highlight happy quotes. Invite your superfans to come back and share more of their story. You get stronger, more engaging pieces of ‘proof’ to show that you’re seriously good at what you do.
2. Humanize your brand
It’s a social world. And yet so many brands think they can still hide behind a mask, a website or a marketing campaign.
You never meet the actual team, or see faces of real people. For all your visitors know, it could be staffed by aliens.
We trust people far more than we trust a brand. We all know that a brand can hire and fire its talent, and completely change the culture. But people don’t change like that.
When a brand makes a point to highlight real people, and share stories that show an actual difference being made, then you can earn trust.
3. Riveting content
There’s nothing so blah as a content piece that’s created for an algorithm.
A post trying to teeter the line between attracting search engines and searching people is better.
But content written for humans first always wins. Especially in the long run. Because it has voice, attitude, and cares about making you feel something.
Stories are the most engaging form of media for humans. Just ask Netflix. And Disney+.
Often, there’s nothing so hard as coming up with a new ad campaign. Or perhaps you struggle – because there’s no new way to spin the same message.
So turn to stories. Stories that grow out from your brand, that highlight your fan’s success, are an answer. You get the variety, the humanity, and the core message stays the same.
Stories are much stickier than ads – provided they’re well told. Lead with stories. Use them as your ad material.
5. Mirror Mirror….
Help your audience see themselves in your service. Or using your product. Make it easy for them to understand.
If you’re making it hard for people, or expecting them to do the thinking, you’re losing. Don’t expect people to make connections for you.
Take a step beyond the value of your service or sale. Show what life is like once it’s in use. Pre-digest it for them. (Weird metaphor. Go with it.)
Then they convert faster – because they understand faster. And stories are the perfect tool to close that mental gap. Give people the concrete examples they need.
6. Improve referrals
Showcasing your fans gives your audience a chance in the spotlight. You’re no longer just making a sale. You’re a mini America’s Got Talent. Sort of.
You’re giving them a chance to shine, to be seen as special. And anytime that happens, people love to share that with family and friends.
And that’s free advertising. That’s referrals. If they loved their experience, and shared their story with you, they’ll be excited to spread it.
People who think the same way, or like the same things, will sit up and tune in. Like attracts like.
7. Build a tribe
Stop feeling like a popup brand. Spearhead a community of people who love what you stand for. And who are willing to come back again and again.
People will forget what you say. But not how you made them feel. Make them feel wanted, heard, and understood, and you’ll make a friend.
Start thinking of your brand as a platform to give people a voice. Give your fans access to each other.
It’s amazing how one piece of content can seem so simple, and yet have such a massive effect.
Anything you’d add to this? Comment below!