Marketers sell you the solution to your problems. A good marketer will make you desire their product, even if you didn’t want it in the first place.
However, your target customer needs to relate to your business on some level. Otherwise, no amount of sugar coating will compel them to buy your product. Therefore, connecting a product to a story is an effective way of marketing as more people will find it relatable.
‘Storytelling’ Marketing has become an effective trend in recent years. Marketers love to present narratives that convince the customers to invest in their products. However, storytelling is an art, and many professionals get it wrong. If you are an aspiring marketer, here’s how you can make your brand’s storytelling more compelling.
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Connect to customers with effective brand storytelling
Impressing clients and generating leads are the two main goals of successful marketing. An attractive brand story can achieve both easily. However, coming up with a good enough concept to build your brand’s story is a whole different task altogether. Check out these tips to improve your brand storytelling skills:
1. Understand What Your Target Audience Wants
While marketing their product, many brands’ biggest mistake is ignoring their target audience’s wants. Instead, they’re so invested in the features and attributes of their product they forget about the needs and demands.
Therefore, before you work on any marketing idea, identify the target audience and their needs. Launching your product without planning won’t get you the best results. For example, one audience group might care about what you’re offering, but the other won’t even bat an eye. So, instead, create a brand story that relates to your product’s expertise without forgetting your target audience’s requirements.
2. Emotionally Connect With Your Audience
Boring statistics or data does not attract most consumers. Instead, they want to see an advertisement they can relate to. Naturally, this will eventually lead to better sales. However, if you have to add data to your advertisement, why not fit it into a compelling narrative?
You have to present your data to your target audience so they can get emotionally attached to what you’re offering. For that, you have to be creative and think out of the box instead of simply throwing stats at your clients. For example, brands like Netflix use data to suggest and develop content according to popular demand. The bottom line is, you have to lure your target audience into buying your product or service. Consequently, an emotional brand narrative can increase conversions significantly.
3. Know Your Brand
Besides knowing your target audience, it’s also highly essential to know your brand, its offering, its objectives, and what it believes in. You should know your products’ most significant selling points and give high importance to the features your target audience cares about.
Moreover, it’s also important to analyze your competition and adapt to market trends. Also, it’s important to take the input of all your employees for creative, relevant, and authentic ideas. You can do this by organizing a survey for your employees to ask for suggestions on the product’s launch.
4. Keep it Simple
In marketing, you should never over-complicate things. It’ll only make matters worse. You don’t want to fend off potential customers by presenting a complex and overly-informative narrative. Instead, you should present your brand’s story in a simple, creative, and precise manner.
Only discuss features and details your target customers are interested in. Have you ever seen Apple over-complicating a product launch? No! They keep everything simple and discuss what needs to be discussed. In your launch, you should discuss the problem your product is addressing, its significance, and how your product can turn out to be the best solution.
5. Add Interesting Visuals
Video is the most common medium brands use to market their product through storytelling. Most customers prefer visual media instead of written media. Here’s an interesting trivia; the human brain processes visual content 60,000 times faster than text-based content. However, videos are extremely common these days. Stand out from the rest of the marketing by using original and unique approaches.
For example, you can use attractive animations and visual effects to capture your audience’s attention. You can also use audio advertisements as they’re quite effective as well. Many brands promote their products through podcasts and audio advertisements on audio-streaming platforms like Spotify and Soundcloud. Use interesting creative taglines in your audios or videos as well.
Furthermore, stay updated on modern trends, technology, and media. For example, many professionals use recent sports competitions to market their products. Similarly, you will find popular instances of companies creating memes on social media with creative and humorous product placement.
6. Keep Your Business Model Transparent
Have you ever imagined why Apple is so successful? Whatever they do turns out to be successful. They are so good at selling they might even sell an ordinary piece of rock for hundreds of dollars in their stores. Apple makes so much money because its clientele blindly trusts its quality. It wouldn’t be an exaggeration to say Apple has converted its customers to its brand ambassadors. They present their product with utter transparency and authenticity.
Therefore, you have to make your business model more transparent to your target customers to sell your product. By ensuring authenticity and transparency, you convince your audience to try your services instead of already established brands. Don’t try to scam your consumers by showing something and providing something else. Such gimmicks won’t last long in the current era of social media.
7. Present an Attractive Brand Personality
Last but not least, to captivate your audience, you are required to have an attractive brand personality. Therefore, you need to keep a strong, confident, and persuasive mindset while promoting your product. If you are having difficulties developing such a personality, you can seek the help of a brand communication coach. They’ll help you understand the science behind developing a brand personality that sells.
You should have a persuasive tone while discussing your brand’s story. To this end, share many cases where your product provided customers with an effective solution.
8. Value Your Customers
Customers’ requirements always come first. To sell your product effectively, prioritize your customers in your brand story. Show them how you value their problems and how your product can provide them with the desperately needed solution. Put forward customers’ testimonials where your brand solved their concerns. Be transparent and don’t fool anyone, as trust is one of the biggest factors deciding your brand’s longevity. Once your customers feel valued and respected, they will trust your business and might ditch already established brands for your product.
Marketing techniques can make or break the sales and success of a product. Therefore, telling a brand story that attracts and inspires your consumer base is extremely crucial. Therefore, try to produce a relatable brand story. Furthermore, present it in such a way your consumer has no choice but to go for your product.
Guest author: Muhammad Jazib Khan works as the Digital Marketing Manager for British Assignments Help, where he creates creative content and ideas to promote educational platforms in the market. As well as aligning the company’s goals with online marketing activities. He contributes articles on digital and content marketing regularly.