Everyone loves a great story. Effective storytelling can bridge the gap between trust and uncertainty, especially for potential customers. Sharing a unique narrative connects with our target market in a unique way. Relatable anecdotes that form a human connection allow us to tap into the head and heart of consumer buying decisions. Here are six simple tips to keep in mind when sharing your story:
1. Know your audience: Identify who you’re speaking to and what they need to hear from you
2. Human Behavior: Blend human experience with the emotion of the story
3. Honesty: Use characters and stories that are real, relatable, and truthful
4. Messages: Be clear, concise, and explain the benefits to the viewer
5. KISS: Keep it short and simple
6. Professional: Presentation value should reflect your brand image
An effective story keeps the attention of its audience and is told using appropriate volume, tone, and language. Consider featuring real employees or customers so that your content is honest and relatable. The information shared should be clear, concise, and truthful. The story should express the stakes (what might be lost?) and the benefits (what’s in it for me?). A great story should include action, character, conflict and resolution, as well as a clear beginning, middle and end.
We are surrounded by stories every day, the timeless form of communication is often underutilized. This method of marketing communication applies the use of opinion leaders without the skepticism that comes with a direct business-to-consumer advertisement. The storyteller acts as an opinion leader, sharing his or her experience with those who have not yet committed to buy what is being sold.
As social media exemplifies, building relationships through storytelling reaches a broad audience. Whether it be through direct mail, e-newsletters, or blogs, the most effective avenue of storytelling is video. Why? Because the majority information we absorb is visual.
Several clients will attest how adding patient videos to their website has provided a substantial increase in traffic and inbound calls. Each video posted on the site features a unique story, told firsthand by both the patient and their treating doctor. This further associates the patient as an opinion leader with your business and allows the patient to give back to someone who changed their lives for the better.
We all have stories to tell. Let us know if we can help bring yours to life!