“Once upon a time, in a land far far away lived a fairy princess and her magical fairy…”
Ok, this type of storytelling isn’t exactly what we mean when we say “story” in marketing.
The amount of content that is available for readers is staggering between blogs, video’s, podcasts, and ads. Did you know that you listen to over 3,000 messages a day? Most of that is just a lot of noise telling you to “buy now” “these deals won’t last long,” “don’t miss this amazing opportunity,” etc.
All of it is vying for our attention. The problem is a lot of this content wants you do DO something but hasn’t spent the time to build credibility or trust. Without building credibility, it’s difficult for customers to know “why” they should buy from you beyond “because I said so” or “my products are the best.”
Your brain is always looking for information that helps them solve a problem it can easily understand, and when it can’t follow along, it moves on. Content that tells a story allows the brain to absorb what it hears or reads so that it can make a decision. As you continue to speak to customers through elements of a story, you build your credibility and trust.
Creating a story for your audience builds a path from problem to a solution that a customer can understand.