Great Storytelling Makes Customers Care and More Ways to Engage Your Patrons
Storytelling matters, declares MarketingProfs, and here’s why: “Social media has ignited the need for good storytelling.” In her post, Jennifer Smoldt writes that good storytelling makes for great content marketing. So what is storytelling, she asks:
“It’s not just good writing or engaging prose. It’s not a one-off ad or campaign. Storytelling is planned, integrated, and purposeful. It’s empathetic, original, consistent. And it doesn’t sacrifice brand integrity. Storytelling employs both creativity and strategy.”
Smoldt shares her six essential traits of storytelling here, and we’ve highlighted three below:
“Good storytelling makes customers care
You’ve got 8.25 seconds to make them care. That’s right, humans now have a shorter average attention span than a goldfish’s. So, you need to answer the customer’s “what’s in it for me?” or “why should I care?” questions — like pronto.
Why you matter to them is the answer to those questions: Why your brand, service, or product matters to your target customers. To combat short attention spans and create super-persuasive and engaging content, you must know your differentiators.
Joel Pulizzi said it best: “You can be delivering content in every channel on the face of the earth to dozens of audiences, but if it’s not relevant, not compelling, not differentiated, and not consistent, it will not work.”
Good storytelling sells
Don’t forget that the purpose of content marketing is “ultimately to drive profitable action.” We think of storytelling as gumballs and jujus, but in marketing it resonates if it strikes a nerve with the customer’s pain.
Stories have conflict. Metaphorically, “conflict” is your customer’s pain. They’re also conflicted about how to best solve their problem.
Your storytelling should answer how you can uniquely alleviate your customer’s pain.
Good storytelling is empathetic
You must relate to your target customer in order to create compelling content, and by “relate” I mean feel their pain.
Empathy enables you to create content that motivates customers to take action. But, if you don’t know your customer, you can’t create a compelling story. That’s why knowing your customer demographics and psychographics is absolutely critical, but only a start.
Next, conduct thorough research. Moreover, in-house marketing departments, your product knowledge should be on par with that of Product Development’s.
Test the product/service, conduct transactions, take it for a spin — whatever it is — and get to know competitors, features and functions, market forces, etc. Then you can create content and creative that’s personal, relatable, original — and effective.”