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Stories matter. For the last few thousand years, stories have been told and passed down, whether for entertainment or purpose. In marketing, this aspect of storytelling is vital.
Whether you read a thriller, a romance novel, or a comedy, stories are designed to pull your heartstrings and leave you thinking about what has happened for the next couple of days.
In a business sense, there are many ways you can implement this storytelling technique. You could be writing up your ‘About Us’ page, which is relaying the history of your brand, taking your customers on a verbal journey of where you started and how you got to where you are today.
Alternatively, you could be promoting a product or one of your services. Through a story, you can connect with your customers on an emotional level that they understand, rather than just seeing a business that’s trying to sell them a product.
As a marketer, it’s essential that you harness this power of storytelling to boost your marketing campaign successfully. However, writing stories can be difficult. To give you a helping hand, here are five key steps you need to take to create the perfect brand stories.
Create Mental Imagery
The aspect of a story that makes it so good is the imagery that it puts in people’s heads. You don’t tell people all the little details about a room; you let them create them in their heads.
And when they’re thinking about your brand, you’re onto a winner! When creating a brand, you need to be clear with exactly how you want to present yourself. You can use online tools, such as Brand Yourself, to help you come up with the image that you want to create.
To ensure that your brand has the desired effect, you can monitor your brand using tools like Mention to see exactly how people on the internet are responding to your business.
For example, let’s say you’re creating a story around new headphones. Brainstorm ideas on when your customers are using your headphones – maybe runners? You could then write a story about a character who’s surrounding by noise everywhere they go.
By plugging in her new headphones, your customer can drown out all the sound from the world around her, enter her own world, and run like she wants to. Of course, you can expand this story into an 800-word article, but even from those sentences, you’ve already got an image of the person to whom you can connect.
Write the Story
The hardest part of writing a story is, well, writing it. It may take you a couple of times to think of how you want to present your business and what the best way to put this into words is.
Telling a story that communicates your desired message may take a couple of attempts, but you’ll get there with practice.
One rule that every writer has heard: write what you know. This is why the best crime/thriller novels come from authors with backgrounds in government settings. They can make it real. Think about the experiences that you and your team have and combine them to create the best story possible, based on your own experiences.
If you don’t have time for multiple rewrites (you have got a business to run, after all), don’t panic. You can always outsource your writing tasks to professional writers, such as the ones found at UK Writings or Paper Fellows, who can write on your behalf or guide you through the writing process.
When writing your stories, you want them to be compelling, but you don’t want to bore your reader. With this in mind, do some research on your competitors to see how long their stories are. It really depends on the message you’re trying to communicate, but in general, never write 1,000 words when 10 will do. (You can use tools like Easy Word Count to track your word count in real time.)
Clean up the Errors
Nobody would have read Lord of the Rings if it was full of mistakes, typos, grammatical errors, and spelling mistakes. If they won’t read that, why would they read your story?
Before releasing your work, you need to ensure that it’s perfect in every way. You can use tools like State of Writing to ensure your sentences are put together well and the whole story reads properly.
The final aspect you’ll need to remember is to always keep on top of things. Create a plan for how you’ll release your stories and how you’d like your customer to respond, both actively and emotionally.
If you have the time and the talent, it may pay to create storyboards to use in your meetings. This can help you to create imagery to get every member of your story-writing team on the same page.
You can create a comprehensive strategy using Essay Roo. Additionally, you’ll want to monitor how well your stories are received and how people are responding to them. You can use Rapportive to track your feedback.
“If people are reacting negatively to your post, take it down and try a different approach. Different companies will need different stories, and it’s all about trial and error and finding what works for you and your business” – explains Geraldine Bass, a Brand Manager at Academized.
Although writing a brand story isn’t the most difficult thing in the world, it’s not the easiest. However, by taking care with what you do and the message you’re communicating, you can be sure that your brand stories will be perfect for lead generation and connect your readers to your business on an emotional level.