Storytelling is the new buzzword in digital marketing but surprisingly, it is not entirely new. With the explosive growth of social media and content marketing, the opportunities to tell stories as part of direct and indirect brand marketing initiatives have become a strategic priority.
Story telling is a very powerful marketing tool that encourages engagement and is one of the best ways to showcase your brand’s personality and build a reputation.
Because people love to read or listen to good stories, storytelling has the ability to attract and keep people addicted to your brand.
Elements of a good story
- A good story should be simple and easy to understand. It should not have ambiguous words that act as a distraction to the reader.
- Good stories have some conflict and at least a few interesting characters that people can believe in.
- Your ability to take a piece of history and turn it into a story has to do with applying the traditional elements of storytelling with what really happens. You need to be truthful, but you can embellish a little bit. Make the characters come alive. Make sure you set the stage and build a story that resonates with people.
- The structure for fiction stories includes a beginning, a middle, and an end. Your stories should also follow a similar structure. Ensure that in the beginning you open strong and establish your story setting and the characters. The middle should set up your main character’s problem and present conflicts that get in his or her (or its) way before he or she (or it) can find resolution in the end. This is your character’s story arc, and you need to take your reader along for the ride. If they enjoy the ride, they’ll stick around, tell other people about it, and come back again and again.
Storytelling today is a lot easier, cheaper and a lot less of a risk. With today’s technology, if it doesn’t resonate with people, you can recut it or try something new. We can all keep practicing storytelling until we get it right
Despite the buzz about storytelling, if you mention storytelling to some business owners or marketing managers, you’ll often get a blank look in return. Maybe even a frown and this is because story telling is a skill that has to be learnt. It doesn’t come naturally to everyone.
Below, I share with you some things you can start doing right away to improve your storytelling skill.
- Share your own start-up story: How was your business started?
What informed the decision to start the business? What were your initial struggles?
- Share your customers’ story: Be sure to share what the challenge they had was and how your brand was able to get them out of the problem.
- Share the story of your ideal customer. Who is the ideal customer for your business?
Create a character that depicts him/her, her struggles and how you can help them solve those struggles
- Share your tools/processes: Showcase the tools of your trade or the processes of your business. If they seem complicated to share with your audience, then create an infographic.
With these strategies I shared above, you are well on your tracks as an amazing story teller. Don’t be afraid to get real in your stories and share the emotions you experienced.
Story telling is a powerful tool to use in building your tribe, as you show your true colors, and attract the right people to know, like, and trust you. Stories turn ordinary content into compelling content. They make it easier for your readers and listeners to relate to your content.
Are you using storytelling in marketing your products or services? Feel free to share below.
Love, Sekinat Sanni.