Renowned writer and director, Robert McKee, says persuasion happens when you mix ideas with emotions. Imagine a story so good, as studies have shown, that 55% remember it over a snooze-fest of facts, 68% decide to buy because of it and a killer social media video makes 64% say, ‘Take my money’.
We all love a good story. Think about it – what is more magnetic than a killer story that not only tugs at your heartstrings but also plants your brand firmly in the memory lane of your audience?
‘We’re not just talking about the usual song and dance of selling stuff. We are diving into the emotional pool where brand loyalty isn’t just a transaction, it’s a love affair,’ said Eclipse Communications CEO, Cheryl Reddy.
So, What’s The Juicy Plot?
Picture this: life’s cruising along, and then bam! An ‘inciting incident’ throws everything into chaos – death, a financial crash or an epic meltdown. What follows is the hero’s rollercoaster, trying to get back on track while facing challenges that would make Hercules sweat. It’s a classic tale of resilience and victory. To get your audience to cheer, cry and fist-bump alongside your brand, you have to let them walk a kilometre in the hero’s shoes. ‘Let them feel every emotion,’ said Reddy.
How Should Businesses Spin Their Yarns?
Forget the boring slideshows and charts. Let’s talk about brand storytelling that hits hard.
Brands, listen up: your story isn’t just about what you sell. Reddy passionately added, ‘It’s about purpose, your mission to change the world. Forge a connection that goes beyond transactions and dives deep into your audience’s values.’
Keep It Real, Folks
Every brand has a story to tell. Don’t just flaunt your wins. It’s not about airing all your dirty laundry, but honesty breeds reliability.
Dive Into The Audience’s World
The world’s spinning faster than ever. Trends keep popping up and things keep changing. ‘To stay relevant, dive headfirst into your audience’s world. Chat with them and understand their struggles and vision,’ said Reddy. That’s the secret sauce to spice up your story.
Solve Real-World Problems
Reddy said we should take a cue from L’Oreal, a brand to fix everyday hair and skin issues worldwide. They’re not just talking the talk. ‘They have set up shop in South Africa to research and innovate solutions,’ she said. That’s how you show commitment to real problem-solving.
Give Your Brand A Personality
Every brand has a vibe, whatever the feel of it. Let that personality shine through in your language and tone. It’s what makes you, you.
‘It is important to note that storytelling isn’t just a script, it’s your brand’s journey. It is what makes you unique and gets you an audience,’ concluded Reddy.
ECLIPSE COMMUNICATIONS
https://eclipsecomms.com
