10 key storytelling tips to master marketing, build brand affinity, and get more customers:
1. Customer = Hero
The hero of captivating marketing stories isn't your brand.
It's your customers and their transformation. Make them the star:
The hero of captivating marketing stories isn't your brand.
It's your customers and their transformation. Make them the star:
2. Specific Audience:
Impactful stories match the beliefs of a very specific audience.
They then spread your story to people just like themselves.
Remember: marketing to everyone is marketing to no one.
Impactful stories match the beliefs of a very specific audience.
They then spread your story to people just like themselves.
Remember: marketing to everyone is marketing to no one.
3. Delivery:
Not all stories are novels. Stories can be told with a single picture, tweet, or phrase.
Apple mastered delivery in their "Silhouette" campaign. Each image resonates with an activity, lifestyle, and identity:
Not all stories are novels. Stories can be told with a single picture, tweet, or phrase.
Apple mastered delivery in their "Silhouette" campaign. Each image resonates with an activity, lifestyle, and identity:
4. Emotion:
To capture attention, your story should elicit strong emotional bonds.
@gumroad is a great example of this, tapping into the emotions of escaping the 9-5 and getting paid to do what you love:
To capture attention, your story should elicit strong emotional bonds.
@gumroad is a great example of this, tapping into the emotions of escaping the 9-5 and getting paid to do what you love:
5. Realistic Change:
Stories that compel purchase actions aren't fictional, they're realistic and achievable.
• Describe their core struggle
• Narrate their wins/losses
• Highlight their end-results
Stories that compel purchase actions aren't fictional, they're realistic and achievable.
• Describe their core struggle
• Narrate their wins/losses
• Highlight their end-results
6. Community:
The best stories happen within the community of people you wish to serve.
Airbnb's CEO said: "Nothing can express our identity more than the stories of people in our community."
Talk to your customers, your audience, your community. Share their stories.
The best stories happen within the community of people you wish to serve.
Airbnb's CEO said: "Nothing can express our identity more than the stories of people in our community."
Talk to your customers, your audience, your community. Share their stories.
7. Stakes:
What do customers stand to gain or lose from taking (or not taking) action?
Things like money, time, health, status, career, etc.
Stakes build suspense and hold attention.
What do customers stand to gain or lose from taking (or not taking) action?
Things like money, time, health, status, career, etc.
Stakes build suspense and hold attention.
8. Underdog:
Psychologically, underdog stories captivate us. They give us hope.
Studies show that 88.1% of people root for underdogs. Tap into this with your storytelling:
Psychologically, underdog stories captivate us. They give us hope.
Studies show that 88.1% of people root for underdogs. Tap into this with your storytelling:
9. Promises:
Great stories make clear promises; a happier marriage, authentic travel experiences.
The internet is noisy. Your promises must be achievable and exceptional to be worth listening to.
Great stories make clear promises; a happier marriage, authentic travel experiences.
The internet is noisy. Your promises must be achievable and exceptional to be worth listening to.
10. The Story Embryo:
This technique is great for brand stories, and evolves on the classical hero's journey.
The hero (your ideal customer) has a need, searches for help, tests ideal solutions, and finally transforms through your product/service.
This technique is great for brand stories, and evolves on the classical hero's journey.
The hero (your ideal customer) has a need, searches for help, tests ideal solutions, and finally transforms through your product/service.
Were these storytelling tips useful?
1. Retweet the 1st tweet above if you are feeling generous 😃
2. Follow me @jmoserr for more weekly marketing threads!
1. Retweet the 1st tweet above if you are feeling generous 😃
2. Follow me @jmoserr for more weekly marketing threads!
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