Why use storytelling as a marketing strategy?
According to psychologist Jerome Bruner, a fact is 20 times more likely to be remembered if it is anchored in a story.
That's a good point, isn't it? After all, we resort to stories all the time. We use them to entertain children on a rainy day, to better understand some historical fact, to explain a certain everyday event, among other situations.
And if history is so present in people's daily lives, why not use this device as a sales channel or a marketing strategy?
In addition to reinforcing ideas in memory, there are other reasons why storytelling is worth using as a marketing tool. Look:
Increased empathy: when creating a scenario with real people, the consumer's ability to put himself in the character's place to understand his pains and desires more deeply and take them for himself becomes more acute.
Greater chance of sharing: a storytelling arouses some type of positive emotion in the consumer (happiness, compassion, tenderness) and this type of content ends up being more easily shared by social networks.
Source of inspiration and desire for action: a well-designed script can convey good values and mental triggers that can lead people to reflection. If the concepts of ethics and moral of the brand are the same as those of the consumer, certainly an empathy tends to be born and, sooner or later, the sale happens.
Stories are etched in the mind: do you know that movie, scene or character that does not leave your memory? This does not happen only in soap operas and in the cinema. A creative idea executed in the right measure can deeply mark the audience, making it unforgettable. Stop and think: which characters or advertising scenes do not come out of your head? Certainly Coca-Cola's polar bear and Bombril's poster boy are some examples.
How to put together a good storytelling?
Storytelling, like any marketing tool, does not work alone. It is necessary that all campaigns are aligned so that the story to be told has the necessary support to bring the desired result. If you are experienceissues with content for your blog, you can try to seek help from a paper writing service.
Therefore, it is necessary to analyze the complete scenario of the brand and put together a good plan before taking an idea for storytelling from the paper.
To help you align ideas and define the scope of a storytelling that really works, we've separated some important tips:
Set the goal
Every marketing campaign has an objective. What do you intend with this storytelling? Reinforce company concepts? Promote an unprecedented product or service? Put the brand back on the market? Only with a very clear objective will the team responsible for execution know how to put together a script that meets the initial needs.
Get the personas right
Personas are representations of your customer, created from real information extracted from the people you want to reach or who already consume your products or services. More information about personas could be found at payforessay.pro page. They bring personal, demographic information and make your afflictions and needs clear. These personas need to be very well represented in storytelling for empathy to happen.
Put the Hero's Journey into practice
This concept is used a lot by those who work with screenplays. Also known as Monomito, the Hero's Journey is the result of a study by anthropologist Joseph Campbell, which is available in the 1949 book “The Hero With a Thousand Faces”. narratives were created.
According to the Hero's Journey, a good story has three main points:
- Call (or 1st act): presentation of the character and aspiration to live an adventure.
- Initiation (or 2nd act): details of the adventures lived by the character.
- Return (or 3rd act): return to the common world with more maturity and knowledge
These three points bring together the 12 stages that make up the Hero's Journey:
The Hero's Journey is very easily perceived in different films, books and novels. So it started to be used in advertising and marketing.
Since empathy is the keyword of a storytelling, this sequence leads the consumer to understand the character's daily life, “boarding” with him in the proposed adventure and feeling victorious too.
Know how to measure results
Every marketing action needs to be measured. Only in this way will you know whether the strategy was successful or not. In the case of storytelling, the reports can bring data such as number of views, likes, shares, impact on sales, brand recognition, among other KPIs.
Is that you? Do you remember any more cool campaign with storytelling? Tell us in the comments!
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