Have you noticed that more and more companies are using storytelling to generate more revenue? Brand storytelling is by far one of the most crucial steps in connecting your company’s purpose with your customer's emotions. Gary Vaynerchuck, self-made billionaire and founder of VaynerMedia said, “Storytelling is by far the most underrated skill when it comes to business.”
So what exactly is brand storytelling? Most people think it’s the act of telling or writing a story. And that’s correct, but frankly there’s a huge component of storytelling that companies miss much of the time. When writing a story, companies often forget to relate the story back to the reader; which in your case is the customer. Think about it: Would your customers buy something if they don’t connect with your product or service?
According to a 2019 Forbes Leadership article entitled 3 Reasons Why Brand Storytelling Is The Future of Marketing, “Brand storytelling is no longer a nice to have. It is a need to have, and what will ultimately maximize your business’s visibility, profit, and impact. Treat it as a compass for your marketing strategy, and the result will be a brand that is as profitable as it is captivating.” But why is it that some companies make more money than others through brand storytelling? It’s simply the type of stories they share.
Stories Draw Customers In Without Them Feeling Like They're Being Sold Something
When you share a great story with your customer, they don’t even know that they’re being sold something, and that's the key. People hate being sold to. Stories have the ability to draw customers in without them being aware of it.
The story makes them feel an emotion which makes them want to buy, but they feel like they've made the decision to buy on their own. Remember, the main reason why people buy is because they resonate with your product or service. And, they're more likely to buy if they think they made the decision themselves.
Think about the last item you bought. Ask yourself, what was the connection you had with the story told by the company? To help you out, I’m going to share with you the top industry-leading secrets about brand storytelling. Listen carefully, and get prepared to make 2020 your best year yet for business, with some great stories.
Storytelling can be implemented in two different ways: Through your marketing message or your brand's image. Both ways are important, but the message directed in each case is different. So you might be asking, what’s the difference? The story your brand shares has to resonate with what your company believes in. A huge factor when your customers buy is the trustworthiness of your brand. Brainstorm and think about where your company came from, and ask yourself a couple of questions. Where did your company start off? Was there a specific person who’s legacy you’re following? What was the motivation behind starting this company? What positive impact are you bringing to the world? Which causes does your brand stand for? What makes you unique and special? The more in-depth you can go with your company's background, the faster you can build trust with your customers. According to a 2018 Forbes article entitled Why Brand Stories Matter And Simple Steps To Creating A Unique Brand Story, “A brand story is the heart and soul of your brand. It is the complete picture of what you are. It is what makes you unique.”
Niche storytelling is a bit different from your brand's image. And quite frankly this is where a lot of businesses mess up. The niche story that you share to the marketplace has to resonate with the customer. It has to trigger their deepest emotions so you can connect your product with the customer. But you might be thinking, “how can I relate my product to the customer?” Simple… Write about their concerns! An industry-proven strategy is to structure your message with a story that involves your customers concerns. Then, introduce your product as the holy grail solution. This will allow you to resonate with the customer and market your product at the same time.
One of the best ways to write a successful story is by writing about an individual who overcomes a challenge. Self-made millionaire entrepreneur Dan Lok once said, “People are intrigued by characters who are good at what they do. They also love underdogs who thrive against all odds and the skepticism of others.” Seriously, who doesn’t love a good story about someone finding success on the heels of adversity, or an underdog rising to the top?
But you might be wondering, how could I relate my niche to challenge-based storytelling? Think about a time in your life where you were at your lowest moment. Maybe it was a point in time where you were hustling going door to door, and trying to make ends meet with your monthly bills. Share your deepest thoughts, and write about how you were able to break free from your lowest moments in life. Make sure to make it personal, and provide every detail to make your story compelling. The more specific you get, the better your storytelling will be. The next step is tricky, so pay attention.
Think about your niche and the related struggles people are currently having in that market. Introduce your product or service as the result from your struggle, and how it was designed to help them fix a problem that you previously had in the past. Make sure to have a correlation between your story and your product; else the overall story told will be worthless. According to a 2019 Biz Journal article entitled, How to Tell Stories That Customers Actually Want to Hear, “As marketers, we rely on storytelling as a way to engage and inspire customers. If stories are authentic, consumers are more interested in what we have to say about our products or services.”
According to a 2018 Medium article entitled, Why Are Customer Reviews So Important, "Statistics show that the majority of all online shoppers use reviews to determine what products to buy and which services to purchase.” So why don’t we incorporate customer reviews into storytelling? Customer reviews allow people to build trust with your brand and connect with your brand on a deeper level. Think about it, would you buy something without reviews on the product?
So you might be asking, how can I incorporate customer reviews in storytelling? Simple, share your customers past experience! Dan Lok said, “What other people say about you is infinitely more powerful than what you can say about yourself.” Take a few minutes to dive deep into your customer reviews and see what experiences people went through before and after buying your product. Use an imaginary character (your customer), and write a story about how your customer was able to overcome their issue by using your product. This will allow you to connect your customers experience with other prospects who are still considering buying.
But what if you don’t have customer reviews? Take a look at your current list of buyers and do a quick 3-5 minute interview session over the phone. Ask questions such as, why did you buy this product? What has this product done for you? Would you purchase products from us again in the future? Remember, the more in-depth you get the more authentic your story will be.
Steve Jobs once said, “The most powerful person in the world is the storyteller. The storytelling sets the vision, values and agenda of an entire generation that is to come.” But what if I told that there is an elite group of writers who have mastered the art of storytelling. See… what I'm talking about is a copywriter. While you focus on crafting and perfecting your product, you can have a copywriter writing stories and producing marketing pages to secure a deal whenever prospects reach your page.
Copywriters have strategies to write emotional-driven and expertly crafted stories that are designed to maximize the conversion rates of messages sent out. Their minds are motivated and never get tired of producing consistent content to help your company strive. You might be asking, “So should I go on any freelancing website to find a copywriter?” Well let me answer that for you: Copywriters on freelancing websites don’t always have the skills or experience required for effective brand storytelling in copy. It’s true that you could give them a trial run, but think about the wasted time you’ll spend seeing if they’re capable of producing stories. So how do you find expert storytelling copywriters?
Here at copywriters.com, you can find the best industry-specific storytellers for your business. Here, the copywriters have gone through a rigorous 7-week training program combined with a hand-selected interview. The writers are also put through continuous weekly training and daily practices to ensure their skills are on par. And best of all, their work is scalable and revenue-generating.
Here is a summary of the brand storytelling secrets we discussed:
Incorporating a brand and niche story
Writing around challenges or obstacles
Using customer reviews to skyrocket your success
Remember that there’s a difference between your brand's story and your product's story. Your brand story makes you unique, while your niche story drives emotion. Then, write stories about challenges you’ve had in your life, and how your product was the holy grail solution to your struggles. Lastly, follow-up with your customers by looking at reviews and writing stories based on their experiences.
For companies looking to take their revenue to new levels and win in 2020: Hire a copywriter today and see how they can create revenue-generating stories for your brand. Remember, 2020 could be your biggest year yet.
Noah Nanan is an on-demand copywriter who is trained and mentored by industry-leading professionals in producing revenue-generating copy. He is strictly focused on producing results and practices his skills everyday to perform at peak conditions. He has a 10-year history in Martial Arts and a huge passion for working on cars.Hire Noah