Developing a storytelling strategy is essential in today’s digital age. Stories are exciting, entertaining, and provocative. And not surprisingly, people of all ages and walks of life love them.
As well said by Seth Godin, author and marketing expert: “Marketing is no longer about the stuff that you make, but about the stories you tell.”
However, some stories are unquestionably better than others. Indeed, out of the 4 million books published each year, only a very small fraction become bestsellers.
How do you ensure your story goes viral for the right reasons? The answer, unlike a story, isn’t exciting or entertaining. A lot of time, effort, research, and hard work goes into crafting a successful story.
Crafting Compelling Story Arcs: The Foundation of Strategic Narratives
What makes a story compelling?
There are several factors. The “Hero’s Journey” story template outlines some of the most important ones. They include a hero/heroine, an adventure, a lesson learned or challenge overcome, and a victory.
Your story needs a character who people can connect with. It must have an adventure, challenge, or problem. The hero/heroine needs to find a solution or overcome the problem to achieve his or her goals.
As pointed out by Ann Handley, content marketing specialist: “Good content isn’t about good storytelling. It’s about telling a true story well.”
Understanding Audience Psychology: Tailoring Your Storytelling Approach
The best stories have relatable heroes. They are people who your target audience can relate to and root for.
Trix, a breakfast cereal, made kids the heroes of its stories. The “villain” was a rabbit who kept trying to get the cereal. The stories made kids feel special because they, not the rabbit, got the cereal.
Dove’s highly successful Real Beauty Campaign made all women heroines. The “villains” were negative mindsets about what constitutes beauty. Women felt empowered and beautiful as they realized the key to “victory” was just a change in mindset.
In these successful ad campaigns, it’s not just the hero that’s relatable. The problems and challenges are relatable too. They hit a nerve with their audience, and people want to see them solved and overcome.
Indeed, as Brené Brown insightfully puts it, ‘Maybe stories are just data with a soul.‘ This resonates with the idea that the most effective stories in advertising are those that touch the hearts of the audience, making them not just consumers of a product, but part of a larger narrative.
There are three questions you need to ask yourself when creating a story:
- What is your target audience?
- What do they need?
- What action do you want them to take?
Embracing Authenticity: The Key to Effective Strategic Narratives
Companies that try to pretend to be something they’re not always get exposed. What’s more, the negative publicity lives on for years.
Coca-Cola’s Life ads fell flat when the company tried to promote Coke as a healthy beverage. Its sweetener may come from “natural” sources, but that doesn’t mean it’s good for you.
Shell tried to pass itself off as a promoter of sustainable energy. It’s responsible for up to 2 percent of global emissions and fooled no one. Its ads were banned a year after their launch.
The takeaway? Your story has to be in line with who you are and what you do. Many consumers are cynical, and you need to earn their trust by being authentic and honest.
Think about what makes your company unique. Are you a luxury brand, or do you offer the best prices? Are your services specialized, or do you provide the fastest or most eco-friendly options?
You can’t solve all of your audience’s problems. But that doesn’t mean you can’t solve any.
Do careful research to craft a narrative that resonates with people and is true to your business.
Simon Sinek highlights the importance of this authenticity in storytelling, stating, “People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe.”
Leveraging Visual Storytelling: Enhancing Your Narrative Impact
We remember 65 percent of what we see but only 10 percent of what we hear. Not surprisingly, publishers with visual content grow traffic 12 times faster than those without it.
Every story needs great visuals. Video content is ideal if you have the resources and know-how to create it. It also has a higher engagement rate than text with images.
At the same time, text with images is also powerful. In fact, it has a higher click-through rate than videos.
Visuals are a must for enhancing your narrative impact. Choose yours with care, making sure they’re right for your audience.
Quality trumps quantity. Your images and visuals should be unique, clear, and attention-grabbing.
Measuring Success: Metrics and Analytics for Strategic Narratives
How do you analyze the success of your story? The answer depends on the original goal of your narrative.
Is your end goal to generate brand awareness or drive sales? Are you trying to bring in new customers or build brand loyalty?
Measure your story’s success against the goal of your campaign. At the same time, don’t discount other metrics. You can learn from your story’s performance even if the outcome is different than you anticipated.
Staying Relevant: Adapting Your Storytelling Strategy in a Dynamic Landscape
People’s needs change over time. Make sure your story is relatable to your audience’s current situation.
Companies that fail to stay in tune with the times don’t last. Examples include Nokia, Blockbuster, Toys R Us, MySpace, Segway, and Kodak.
Trends also change over time. Take them into account to create a compelling narrative and memorable images or video content.
A compelling story is powerful. It makes people want to work with you and buy from you. It’s an integral part of a well-planned strategy.
Your story most likely won’t be long. But it will probably take a long time to create. Careful research, writing, and image selection are vital.
Joe Pulizzi sums up the essence of content marketing and storytelling, saying, “Content marketing is about creating interesting information your customers are passionate about so they actually pay attention to you.“
If you need a hand with the hard work, WriterAccess can connect you with the right person for the job.
Our platform is home to thousands of vetted professional copywriters. Each one knows how to inspire readers with a compelling story. Experienced writers can help you relate to your audience and build relationships with them.
All content is 100% unique. It’s written by humans, not AI. What’s more, our system makes it easy for you to find the writers who can best meet your needs.
Are you ready to take your storytelling to the next level? If so, try out our 14-day free trial period. See for yourself why companies the world over enjoy crafting their stories with our team.
