Whether they're reading, listening, or watching, people love stories. Since humans were first able to paint pictures on walls or act out their experiences, we have been sharing stories. So, it should come as no surprise that storytelling is one of the best ways to engage and connect with others. In fact, people are more likely to remember information that follows a narrative
When it comes to marketing your business, storytelling is an invaluable tool to encourage brand engagement. It allows you to speak to your prospects to elicit an emotional, gut response. Positive responses are much more likely to influence buying behaviour.
There is a bit of skill involved to tell an appealing, gripping story. Good stories are not only well-constructed (in that they have a beginning, a middle, and an end), but they also motivate the intended audience.
To achieve this, focus on telling a story that your customers would find interesting. Consider these four points, and keep the answers in mind when telling your story:
Emotions are the primary reason why consumers buy into a brand. Even though many products are available in generic forms, made from the same basic ingredients and sold at lower prices - people pay more for certain brands due to an emotional connection built with the consumer.
Stories that only describe your service's/product's attributes, features and product details is not enough. They fail to make an emotional link to influence action. The richer the emotional content, the more likely the consumer will be loyal. This again, is why video and stories go hand-in-hand—
Ultimately, your story needs to be real, relevant, and relatable. If any of these aspects are overlooked, your story will be unlikely to engage your audience.
Hyperbole is okay, but make sure that truthfulness and believability
Whatever business story you choose to tell, be creative to keep things interesting.