In today’s world of “content overload,” storytelling is a critical component to your brand’s marketing success. Old-school marketing tactics tell us that we’re supposed to focus on product attributes and hard-hitting facts, but today’s marketing landscape require us to share experiences and connect on a deeper level through storytelling. In fact, research shows that stories are 22 times more memorable than facts alone.
“A great marketing story is one that sells stuff. It creates an emotion that makes consumers do what you ask them to do.” – Gary Vaynerchuck
We couldn’t have said it better, Gary. In the fresh produce industry, we have tended to be comfortable or accustomed to sharing the history of a company and rely on that as the brand’s story. However, to stand apart from companies who are selling the same products as you, it’s important to go deeper. Think about customer stories, employee experiences, stories from the field, a viewpoint from a certain dietary preference or health goal – you name it!
Here are a few more tips to help you hook your audience and tell your brand’s story effectively.
Master the Art of Storytelling
1. Know Your Audience
No matter what type of content you’re writing for (ads, blog post, press release, eBook, etc.), understanding who you are talking to helps direct your storytelling style. Are you writing about a new product for your retail buyers? Or are you encouraging a young mom to feed her family on a budget? Before you begin writing, be sure you know who is reading your story, and tailor it to them.
2. Capture the Right Tone of Voice
If your brand was a person, what would they sound like? From there, write your story in a way that is authentic to your brand voice, while respecting the audience you’re writing for. You want your story to sound like a person, not like a robot.
3. Think in Pictures
The best way to tell a story is to “Grab ‘em by the eyeballs,” as master copywriter Clayton Makepeace would say. You have to hook your reader right from the start, and the best way to convey an image is to start by visualizing the story you want to write. Storyboarding is a great technique to get this process started.
4. Keep the Reader Guessing
Don’t be predictable. Surprise your audience with intrigue, twists and turns as you tell your brand’s story! The best kind of stories don’t give away the ending, they shock and delight, creating a more memorable experience for your audience.
Stories pull your reader in, stick with them, and help them remember the best qualities of your brand. Keep it simple when telling your stories, entertain your reader to keep them hooked, and get your audience talking and taking action. At the end of the day, the goal is to have your brand’s story be so impactful and inspiring that other people start telling that story for you.
Have something to add? Leave us a comment below or reach out to us on Twitter @TheCoreBlog!
{{cta(‘fbc3d34f-cf67-49f8-9826-6a9a4c06733c’)}}
