Storytelling: what is it and how to use it?

Storytelling: what is it and how to use it? post thumbnail image

Anyone who is in charge of a business, whether large or small, knows about the continuous and daily struggle to engage the public and convert them into customers, right? After all, consumers have become increasingly selective and demanding. Aggressive campaigns with explicit persuasion proposals are no longer effective.

One of the ways to do something different to succeed in your sales funnel is to use storytelling, a term in English that, literally translated, and means “telling stories”. This is a strategy capable of emotionally engaging and expanding the presence of your brand in the public’s memory and, consequently, engaging and increasing your sales.

Learn more, in this post, about storytelling, what it is, how to use it, what is its importance and check out some successful examples of brands that bet on this strategy.

What is storytelling?

As we have already indicated, storytelling is a way of producing content through a narrative with a beginning, middle and end and with specific elements such as character, environment, conflict and message.

From a story with these characteristics, it is possible to connect, on an emotional level, with your audience. And it is not just with words that this narrative takes place. The story can — and should — rely on visual resources, such as videos, images, sounds, infographics, etc.

This means that to get a message across to your audience, you need to invest in the story/plot that will be told and the way in which it will be presented.

However, it is necessary to pay attention to an important issue: if your story is strong, you will be able to succeed even if the form of narration is weak. The opposite, however, no longer happens. In other words, if your story is too weak, even if you have amazing resources, it won’t work.

It is, therefore, necessary to tell a good story, one that is able to attract the attention of consumers and is able to mark each one of them.

How important is storytelling in strategy?

This technique can bring different benefits, such as:

  • humanize your product/service;
  • bring the brand and consumer closer;
  • awaken empathy and emotionally involve your customers or leads , making them identify with the brand and its values;
  • Establish a loyal and lasting relationship with the public, expanding the brand’s presence in their memories.

By telling good stories, you will be producing content that is rich, attractive, impactful and unique, capable of arousing the attention and identification of the public, even if it is about a topic that is already well-worn. After all, that story will be unique and, until then, never seen. And that’s a big difference.

Also, it’s important for you to know that the human brain has an easier time keeping stories than data. This means that, by telling a story with good and specific elements, you will activate parts of an individual’s brain, which can thrill him and influence him to choose your product/service. These are called mental triggers.

How to use storytelling?

Surely you are already wanting to use storytelling in your strategy, right? But how to apply it to your content? How to create the identification in the consumer and move him? How to produce a good story?

Before we give some tips for using storytelling, you need to know that there is the possibility of making both an entire content with this strategy as just part of it.

You don’t need to turn all your content into narratives, but you can just incorporate some storytelling elements into them, like when describing an event or data.

Now, check out some fundamental tips when using storytelling in your strategy.

1. Know your persona

You need to know a lot more than just general aspects of your persona, such as gender, city and location. It is necessary to know her consumption habits, the channels through which she gets information, the problems she faces daily and how your product or service can solve them.

In general, it is necessary to know the cultural, social, personal and psychological factors of your persona so that it is possible to produce stories that meet her interest.

2. Tell the story in stages

Every narrative must have a well-defined beginning, middle and end and our storytelling cannot escape this rule. In the introduction, you will present elements to familiarize the audience with the story. Information about characters, environment and context is a good start.

In development, you will bring up the problems/conflicts of the narrative, which must be linked to your persona’s questions, and present solutions to these doubts. Finally, create the Call to Action for your offer. Explain to your persona what action you should take to solve your problem, such as buying a product, subscribing to a newsletter, etc.

3. Establish an emotional narrative

It is necessary to create empathy to approach and connect with the public and create identification in it. This means that your message needs to humanize your brand and arouse the attention and emotion of the customer or prospect.

So make him have experienced throughout the story so that positive emotions are stimulated. In other words, the reader/listener/viewer needs to end the content with the feeling that, like the character, he will be able to solve his problem.

4. Be authentic and creative

Your storytelling needs to be authentic, unique and creative to get attention and impact your audience. If it can be told from the point of view of those who experienced such a situation, it is even better, as it will demonstrate more authenticity and veracity.

Examples of success

1. Dove: Beauty Portraits

Throughout its narrative, the Dove campaign shows that people always see themselves much lower than others and, with that, tried to raise the self-esteem of its audience.

2. Always: Like a Girl

Launched in 2014, the Always campaign questions, through the question “What does it mean for you to do something like a girl?” the way girls are seen by society and thrills by highlighting the strength of women.

3. O Boticário: Every form of love

O Boticário’s Valentine’s Day campaign invested in the history of several couples, including homosexuals, and featured the song “Toda Forma de Amor” to illustrate this diversity.

Knowing what storytelling is and how to use storytelling is essential for a marketing strategy that can differentiate itself. This art of storytelling is enchanting and manages to engage the audience.

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