Storytelling Marketing 101
Storytelling Marketing 101
Storytelling Marketing 101
What Is Storytelling?
Storytelling is the ancient art of interactive human expression that communicates the narrative
and reveals thousands of images and situations while stringing the listener's imagination.
4P
This technique looks like AIDA but offers more expansivity. The 4P order consists of
Promise - make a promise to your community and aim to catch their minds. So, try to explain
what is in for customers and keep it real throughout the text.
Picture - next stage requires turning your creative copywriting skills on and painting a picture
with descriptive and engaging words. Inspire people to walk in the shoes of others who
appreciate the benefits you provide.
Proof - only with mastery of writing you won't get far! The missing detail that will turn your text
into excellent material is proof-data storytelling. Only this way do you achieve authority and
trustworthiness. Use stats, and infographics, cite other reliable sources, etc.
Push - every persuasive writing keeps the goal and ending in mind. Again, you've produced a
perfect copy and ticked all the boxes. But if you forget your call to action, all your efforts will be
wasted.
4P Storytelling Example
Before-After-Bridge
BAB guides readers from a tough situation to a better one. With this order, you invite the reader
to capture the ideal scenario and help you get there.
Before - you start to describe an existing problem. From here, readers should identify themselves
in that situation and understand that the issue you are telling is their reality.
After - show your curious readers how the perfect solution would change their lives. Emphasize
a benefit that readers want most!
Bridge - give your customers a specific solution as a bridge between the two worlds.
Before-After-Bridge Example
After-Bridge
Also, some companies prefer to start on a positive note and describe the ideal situation.
Imagine the movie storytelling in reverse order. It reveals the happy ending and then guides
readers.
Introduction
The story's core message unfolds in the introduction which gains the reader's instant attention. If
you walk in the customer's shoes and build your introduction around a challenge that resonates
with your audience, you will draw eyeballs.
The reader will have the mirror experience, which will result in the empathetic feeling of "like
me". It happens because they have experienced the abovementioned situations and are likely you
continue the reading.
When writing the introduction, remember to:
Keep the first sentence short
Use the word you to get personal from the beginning
Describe what you offer to readers shortly and why your writing is important
Emphasize the problem that your audience has
Data Storytelling
It is crucial to always have data in mind while storytelling and describing issues. Stories are
entertaining and keep the reader dragged into the article, but you should never forget to
strengthen your arguments with specific data and sources.
Therefore, your writing will sound more informative, authoritative, and engaging.
Solution
At the end of the story, you should always give customers solutions to their problems. Therefore,
your brand will be seen as a hero.
CTA
guide your readers to the next step with an easy-to-read and clear CTA.
Be commanding - you've just read several bossy or imperative verbs: read, follow,
create, tell. Tell people exactly what to do, and the chances are, they'll do it.
Make it emotional - target enthusiasm, talk about dreams and say you'll improve lives.
Use an exclamation mark for an extra emotional punch.
Get personal - don't underestimate the power of personal pronouns. I'm talking to 'you!'
not a nameless face.
Dare to be negative - don't say 'Get Fit Now!' trigger a click with 'Tired of having no
energy?'
Use numbers - the brain loves discounts and low prices. The brain loves the word FREE
even more!
Fear of missing out - everyone's afraid of missing out on something life-changing. Try
to pile on the pressure with un-refusable offers or time limits for action.
Brand Storytelling - How to Develop Stories that Shape
Brand Identity?
Understand Your Audience
To create content that converts, you need to know who you're writing for and what your audience
wants.
Initially, you should understand your target audience. You may write exciting and engaging
stories that don't meet the interests of your target audience.
Who is your audience?
What do they want to know?
What are their pain points?
Once you answer all the questions, start developing topic ideas and stories that shape your brand
identity.
2. Emotional - personality and behavior. Explain how it interacts, educates, and entertains.
This emotional side will be expressed internally (in the company culture) and externally
(during communication with customers)
Brands are like people, and people are like brands. Just as people have different personalities, so
too do brands.
Think about how you would describe your company in terms of personality traits. Are
you fun and quirky, or are you more professional? Do you focus on customer service, or
do you emphasize quality products?
Once you understand your brand identity and who it isn't, start shaping your marketing
materials around that persona. Be sure to use language that resonates with customers and
makes them feel like they're getting to know the person behind the logo.
Your website design should also reflect your brand's personality. If everything looks slick
and polished, customers may perceive you as stiff and unapproachable. However, if your
website is fun and quirky, that's the image you'll want to project.
Educational Story
Blogs - educate your readers using stories.
Interviews with Experts - this way speaker will share their personal experiences with
your community.
Quizzes - engage better with your customers through interactive quizzes and make the
learning process fun.
Product Story
Story on product features and benefits - create a piece of content that will creatively
represent how the product benefits your customer.
How to use a product in the story - guide readers engagingly with your original
instructions.
Why use a product story - explain what inspired you to create the product you own.
Testimonials - Yes, we have already mentioned them in the customer section, but it also
belongs to the product stories.
Inspirational and challenging story - Nike: Just Do It. No more words are needed.
Occasional Stories
Holiday stories - various companies utilize the opportunity to develop stories around
holidays. Do you remember the history of coca-cola with Christmas? They have
revolutionized the marketing industry. Also, If you are a b2b content writing company,
explain to customers how to develop seasonal content.
Event stories - select whatever suits your brand the most - starting from World Animal
Day to Global Entrepreneurship Week, and tell stories around it.
Nike - Just Do It
Nike's iconic Just Do It campaign launched nearly thirty years ago featured famous athletes
talking about their accomplishments, desires, and emotions during the journey.
See the first-ever Nike Just do it commercial video :
Just Do It campaign resonated deeply in the sports community across the globe and inspired
feature sports professionals and regular customers to give everything for their goals.
The Nike brand is established on the concept of self-improvement and overcoming obstacles. Its
consumers are people who want to be the best that they can be, both physically and mentally.
To appeal to this market, Nike uses storytelling in its marketing messages - videos, ads, images,
etc. This strategy allowed Nike to create a relationship with customers beyond selling shoes.
Nike also uses social media platforms such as Instagram and Twitter to engage with its audience.
These channels allow users to share their own stories about how Nike products have helped them
achieve their goals.
https://www.youtube.com/watch?v=0yO7xLAGugQ
Storytelling F.A.Q
What Makes a Good Story?
Every good story should include these components:
1. Characters - the imaginary character gives a bridge between you and the target audience.
They should put themselves in the character's shoes and follow you throughout the text.
2. Conflict - gives you the challenge that keeps you engaged in texts. The struggle creates
drama and makes readers stay on track with your text. Without it, everything is in the
ideal place and not engaging as the challenge thrown to the audience.
3. Resolution - finally, you should tell the audience how the character tackles the challenge.
You have been building the momentum to reveal clear and direct solutions.
What Are the Skills/ Qualities Great Storytellers Have?
4. 1. Tireless Learners - great storytellers have the habit of reading other writings, listening
to different stories, and trying to improve on a daily basis.
5. 2. Leaders - successful storytellers are great leaders with the ability to take the initiative
and guide their followers in a specific direction.
6. 3. Strategic Thinking - this skill will help you to mix storytelling and business goals.
7. 4. Empathy - every storyteller focuses on other peoples thinking and feeling. That way,
they can better understand their audience and tailor content to them. (choosing impactful
words, selecting story type, and more.
8. 5. Impression Detectors - storytelling gurus feel how stories could impact the
community and what kind of feelings they can arouse.
9. 6. Creativity - it unlocks the potential to express ideas and thoughts in a personal and
original way.
10. 7. Speaking - storytellers have the ability to speak confidently and fluently in front of
listeners.
11. 8. Writing - people with exceptional writing skills can paint the picture with words and
keep readers on the edge of their sits.
How to Write Engaging Stories?
1. Create the outline
2. Highlight the main points your want to include in your story
3. Make your writing personal
4. Use hooks to attract readers' attention
5. Keep your writing simple and concise
6. Introduce conflict
7. Emphasize emotional details
Conclusion
You're probably telling yourself a story right now, and hopefully, it's a tale about how to
incorporate stories into your brand strategy! The truth is that from tech giants like Apple to
aspiring start-ups, everyone is telling themselves stories.
greatcontent + Storytelling
At greatcontent, we understand the value of stories - and we know how to tell them in ways that
demand attention. So, contact us if you want to get texts that engage customers through stories
and hit the ranking spot.