Story telling has invaded the marketing world! As human beings, we love story and we connect to it on a primal level. For thousands of years we shared history and life lessons through story. It is ingrained into our nature, whether we realize it or not.
As marketers, how do we create memorable stories that provokes potential customers to take action? Start with these 6 elements and the rest will be easy!
1. A Character
Who are you trying to sell to? Make sure you understand your customer, their needs, pain points, and general demographic information before you start. You could have the most amazing story ever, but if you're talking to the wrong buyer persona, it will all be for not.
2. The Problem
What problem is your target customer facing? Think about more than just the obvious one here. How does this problem make them feel and what is inherently wrong with that picture? Use these questions to help you outline a clearly defined problem:
3. They Meet a Guide
That's you! The important thing here is to make sure you convey to your customer that you understand their problems and fears. Don't make yourself the hero of their story, be the coach that helps them defeat their adversary. Consider what empathy and authority you have when it comes to the problem. Did you experience the problem yourself? Do you have several years of experience helping other people solve the same problem? Pull from your expertise to gain clout with potential customers.
4. Give Them A Plan
I mentioned being the guide of your customers story, not the hero, this is your chance to help a customer see a clear path to victory! Everybody wants to be the hero of their own story, they just need a little help getting there. Keeping your plan short (3-5 steps), reduces the fear of taking that initial leap of faith and creates a clear set of actions for a potential customer. What does that look like? Heres an example:
5. Call Them To Action
Calling your potential customer to take action is essential! You will want to craft these CTA's to match the content of the page/media they are located on. Some customers may be ready to sign-up the second they hit your webpage, while others need to do some investigating. Create a direct CTA and a transitional CTA, giving customers the option to complete their purchase or learn more about your company/product/service.
6. Character Transformation
Stop feeling like a terrible parent and start feeling like supermom! Ok, thats a little extreme, but you see my point. Draw from the problems your customer is facing and make it very clear how they will feel when they solve their problem. Focus on the positive transformation; from frustrated to successful, scared to certain, overwhelmed to productive. This helps the customer see what success will be like when they chose your company. Bonus: highlighting the potential negative outcome of not using your company can be influential, but use this with caution. Too much negativity can turn potential customers off!
Story allows potential customers to connect to brands. It allows customers to remember a feeling, memory or a need that impacts them. When you think about the elements of a good story and outline them before crafting your message, it makes the task much easier!
Not sure how to get started? Check out Building a Storybrand to help you clarify your message and talk about your business effectively!