Think about that time you sat down to read an interesting book or listen to a highly engaging podcast. Chances are you were so drawn into it that your brain simply lost all consciousness of your surroundings. Only by hearing a sudden noise or someone bulging into your space and calling your name did you finally snap back into reality.
That’s the power of storytelling. It draws you into this other world and grabs your constant and undivided attention. Imagine if you could use this power in your business marketing campaign to grab the undivided attention of potential customers.
Guess what… you certainly can!
And this is how.
Using storytelling to stir empathy in customers
One way that you can use storytelling in your marketing campaigns is by intending to stir up feelings of empathy in your customers.
It would be improper for any business to even attempt selling anything without first understanding what frustrations and challenges that customers are going through.
Having done this by interviewing the customers themselves, businesses can then create stories that show how using their products helped them deal with their problems and frustrations.
For instance, you can create a video that shows how the customer was frustrated with a certain issue but found a solution in the products that your business offers.
Potential customers watching this will feel empathic and are more likely to trust your brand more. You will solidify your brand in the minds of potential customers and turn them into repeat and loyal clientele.
The aggressive advertising carried out by most businesses has left a damaging effect on customer’s attention span. They hardly take the time to look at an advert for long enough before shifting to the next.
Storytelling offers an excellent way to grab and maintain customer attention. And by doing so, you know that you can influence their buying decisions.
Stories can move the customer’s emotions and by this, you can steer their emotions towards purchasing your business products.
Great stories also mean great content
You can provide stories in your blogs giving your site visitors something interesting and exciting to read about.
One way that you can create loyalty is by providing free content that is also exciting and engaging.
If you are always providing top-quality content and stories, then readers will automatically associate your brand with certain things. When they need these things, it is your business they will think about first.
When people hear an exciting and even inspiring story, it arouses certain emotions in them. As they are reading the story, they are also creating mental images. This means that the story remains etched into their memory.
Marketers can use this to their advantage. Now that they have customers hooked, the customers will think about the brand next time they need a product.
For instance, imagine a story about a woman who lost 30 pounds of body fat in a month. Your first reaction will be wow? If you have been trying to lose weight, then this will arouse curiosity in you as you wonder how you can do that and achieve similar results.
Marketers can then use this connection to sell their products.
One thing is for sure. Storytelling works. It is that one tool that you can always rely upon with your marketing. The reason is that it appeals to the customer’s emotions and urges them towards taking a certain action. This builds trust in the brand and makes it easier to sell products to the customers.
Jennifer McArdle is the owner and founder of McArdle Media.