Direct advertising is losing its effectiveness, especially in highly competitive business areas where similar products are sold at almost the same prices. Moreover, uncompromising imposition of any point of view causes rejection and resistance in users. People tend to trust conclusions made independently.
146
What is storytelling and what are its benefits for business
Storytelling or the art of telling stories (in the form of text, video, podcast, speech, newsletter, etc.) is used on behalf of a company (manager, recent mobile phone number data brand speaker, mascot, employee) to create quality communication that can inspire trust and lead to building strong relationships with customers.
Storytelling technology is used primarily to achieve the following goals:
- establish a strong emotional connection with the consumer;
- to form a stable opinion about the widget logic or widget options company among users;
- increase brand awareness;
- convey to consumers an appeal, a specific idea, a message;
- present the product successfully;
- in an unobtrusive, entertaining way, help the buyer make a choice, etc.
In addition to sales, the storytelling technique also performs other functions – it entertains, educates, and allows you to share experiences and achievements. The ultimate goal is always to make a profit, but achieving it will require consistent actions and following the rules.
By telling stories, you simplify complex messages, create a physical basis for abstract intangible concepts, and create vivid illustrations for situations.
A great example of how to successfully humanize a company, animate a product and evoke a powerful emotional response from the consumer audience is the advertising video about a folding chair from IKEA , which carries a lot of positive energy. The interesting presentation of the “ About Us ” page of the Ukrainian brand Week is also worth noting .
Stories are a universal communication method that unites a wide variety of people. They engage, motivate, inspire, and increase brand loyalty, ultimately stimulating the target action.
Where can an entrepreneur get stories?
Creating a compelling narrative for your audience requires creativity. It’s often based on intuition, but it’s not just about finding inspiration and following consumer feedback, while keeping brand values and technical considerations in mind.
Any organization will probably have something to tell the audience. Over the years, a lot of data, facts and interesting cases accumulate. Stories do not necessarily have to be based on bare facts; sometimes you have to embellish them or improvise.
If you are using storytelling for the first time, you can choose options from the list as the basis for your story:
- The birth of the company, how the idea of founding the company came about.
- What goals, “pains” haunt you and make you strive for development and change.
- Strategy. Where are you going, what steps are you planning.
- Your values. What you believe in and what you want to achieve.
- Your clients. Who you work for, what you do for them.
- How are you different from your competitors?
- History of the company leader’s philosophy, etc.
Storytelling is always a tandem of creativity and technique. Check out the most common techniques.