Storytelling - 6 types of stories that will captivate your audience
We are still looking for interesting stories and we are eager to read them. The premature end of the narrative did not come, and it will not happen soon. It also turns out that a good story finds its application in marketing. Storytelling - storytelling - adds attractiveness to companies, brands and products. However, do you know how to tell your brand story so that it captivates your audience?
Storytelling - narrative marketing
The key to narrative marketing is a good story. It allows you to breathe spirit into products, places or brands, bring them to life and make them extremely attractive to potential customers. This is because we like to hear interesting stories. In our imagination they draw pictures with more persuasive power than mere facts and figures. Often stories also affect our emotions, hence the brands presented in the stories begin to be emotionally marked.
The story is also a reaction to traditional advertising which is increasingly less and less trusted by customers. An interesting story is easier to reach them and they can easily share it, which is especially important in the era of social media. In addition, the story inspires to take specific action, so it has great call-to-action potential. This is the function that the storytelling we create should fulfill.
6 types of stories in storytelling
What to do to make your story interesting for your audience? There are six particularly valuable story types for storytelling. Each of these narratives deals with a different aspect - but your brand must be there. The types of stories that magnetize listeners include:
"who am I?"
"Why am I here?"
"I know what you are thinking about"
values in action
We will discuss each of the types separately, paying attention to what is the most important.
"Who am I?"
In this story, the protagonist is primarily a person - it can be you, someone associated with your company, someone recognizable or simply an ordinary John Doe. Storytelling revolves around the hero's life - who he is, what were his plans, past, what he achieved. Remember, however, that it is also important to emphasize the "dark cards" of life - failures, unrealized plans, stumbles - but the most important thing is that they should be a reason to draw the right conclusions. The essence of the "who I am" story type is evolution, the change that has taken place in the hero, thanks to which he is now who he is. This type of story allows you to build the trust of recipients who begin to identify with many of its elements, see the similarity of certain events.
"Why am I here?"
The leitmotif here is the path that the protagonist has traveled to the place where he is now. This story does not emphasize change, but a meticulous, persistent pursuit of a goal. You can present the process of your brand formation, attempts, efforts to create an ideal product, failures and further work. Talk about places, events, and people on the hero's path to his goal. Passion and commitment will positively affect the trust of recipients. Such a story can also have a positive effect on sales - customers will find you credible and knowledgeable.
The storytelling of the vision is based on the presentation of a product rather than a person. It is a story about how the great vision that appeared in the creator's mind was realized. My Vision will tell a story about prototypes, new solutions and the ideas behind them. The ideological layer is very important - the vision must be shown as a noble goal that is achieved through the product. Such a story motivates your audience, shows them the need to take up the challenge, and also attracts them around the idea presented, which you make reality.
A learning story
Your task is to convey some knowledge to your audience. The starting point may be the question "how is a specific product made?". You tell a story about what specialists pay attention to, how raw materials are made, who deals with it, what the product has to go through before it appears on the market. Learning stories can be a popular science presentation of a specific topic. However, it is important that this type of story is presented fairly lightly, without being overly scientific - then it may not be accurately understood by the audience. Teaching stories create an image of a professional company in the eyes of your recipients, and the products they offer appear to be the result of careful and thorough work of specialists.
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"I know what you are thinking about"
In this type of story, you must present all possible reservations, comments, and objections before they are officially articulated by the clients. Talk about what made you anxious about a certain product, and confirm that you have no cause for concern. Anticipate what the audience's objection to a particular product might be. When you say them, your audience will understand that you understand their doubts, and you are not just a touter aiming to "squeeze" the goods at all costs. The story "I know what you are thinking" has a positive effect on sales and allows for better negotiations in possible negotiations.
Value in action
Before you start storytelling about values in action, think about what values you would like your brand to represent and what to negate. Then you can lead the story in two ways: positive, when you show how your brand implements "representative" values in practice, and negative - when in practice you stigmatize "negated" values. For example, you emphasize the importance of teamwork and commitment, and you condemn laziness and lack of conscientiousness. This story primarily serves to build audience trust and create an emotional brand image.
Which type of story you choose to promote your brand is up to you. You have a lot of freedom in guiding each of them - the choice of content, stylistic means, suggestive images - it's your choice. Storytelling allows you to achieve the goal you have set for yourself. It can be, for example, increasing sales or building brand awareness.