Have you ever thought about what draws your attention to your favourite TV series or movie? Or why you can’t put down your favourite book? The answer is simple – it’s because of how the stories are told.
If this is what hooks you, a reader, to want to know more about the content, then why don’t you use this format for storytelling marketing?
If it’s what has been proven to work in the past, then why don’t you integrate it with how you’re writing for the products or services that you are trying to sell?
Storytelling is taking your viewer/reading on an adventure with you. Transporting them into your story, and inevitably into your brand.
Using storytelling in marketing is extremely beneficial. It’s important, however, to get it right. One of the methods of incorporating storytelling into your content strategy is to make sure that you are not the hero in the story. Rather, invite your readers to explore with you.
Your readers want to read something that they can relate to. If they feel like they see themselves in what you’re selling, chances are they are more likely to buy it. That is effective storytelling marketing.
Gone are the days where people would like to hear about someone they look up to. Celebrities and influencers may still have the effect that you’re looking for, but when it comes to being relatable and being able to tell a story from it, you should touch the emotions of your viewers/readers.
By being relatable, you are appealing to them as a normal person, as someone who’s life can change because of what you offer.
Storytelling in the travel and tourism industry
The storytelling for marketing framework works most especially for the travel and tourism industry. Can you imagine being enticed to go to a place with just the plain descriptions of the place plastered on the website? Will that make you want to experience the beauty of that destination, as well? Or would you prefer a type of content marketing that takes you on a journey?
This is the exact reason that video blogging is being more and more popular. People want to know more about the story behind what’s happening. It may be weird to you, but science vouches for this phenomenon. As human beings, we are programmed to want to always be in the zone. We have this fear of missing out (FOMO is real!).
That’s precisely the strategies that businesses in social media platforms like Instagram and Facebook employ. Their advertisers will make you feel like you are missing out on something that you didn’t even think that you’d be afraid to miss out on. The trick worked on you – they wanted you to experience the same thing that they are having. And that is what you can call effective storytelling marketing.
It’s fairly simple if you look at it.
Importance of storytelling
Storytelling will help you develop a deeper connection with your audience. It’s more than just giving them the facts straight-up. We were built on listening to compelling stories. As much as you don’t like to admit it, even if you’re not interested with the topic, you can’t help but to catch your attention being diverted once a great storyteller with a compelling story is being told. No one can blame you, though! That’s just how your mind seems to work. It’s built to be like that. So, then, why don’t you use this to your advantage? Everyone you talk to has their brain hardwired just like that. You don’t have to spend thousands just to get your audience’s attention. All you have to do is to appeal to their emotions and, somehow, transport them into the place where they are using your products or services to make their lives a whole lot better.
How to effectively incorporate storytelling into your marketing copy
The first step that you should ensure in telling your story is how you can help eliminate confusion. We understand that it’s not something that is easy to do. But you don’t have to worry about that as it’s always best to hire a professional (hi there – let’s chat).
One of the common problems that businesses have is when they are trying to describe something that is quite technical or a bit more complicated. A story telling example in this case is to find a way to incorporate how your readers can relate to it, or how they can apply it to their real life. Rather than just writing about the straightforward facts.
A story telling example in this case is to find a way to incorporate how your readers can relate to it, or how they can apply it to their real life.
Another problem that you might stumble upon is struggling to get new leads on your content. You might hit it the first time, but there’s more than just being a one-hit-wonder. Once you’ve captured your reader’s interest, it’s now your job to keep them coming back for more.
Getting the following that you are trying to target is one thing but getting them hooked on your content is another. That’s one more thing that you can address. Who says that storytelling marketing is just confined in one blog post?
This will also reflect on how you make your brand known. As much as possible, you wouldn’t want to be the brand that’s labelled as “posting just because.” Don’t isolate how you’re going to tell stories in just one post! You can always string these posts together and make a bigger picture from it.
With the proper storytelling technique, and with the help of the storytelling for marketing framework, you’re guaranteed to capture the audience that you’re certainly eyeing to have.