Knocking to a man of the XXI century traditional advertising methods is very difficult. Information noise has so engulfed our consciousness that we do not have time to absorb even what we are interested in, not to mention something new. At the same time, the modern world is an era of quality content. Each brand can collect subscribers in their official groups in social networks or in a mailing list, communicate with people directly and thus successfully sell their products and services. On this wave became especially popular storytelling in business. Today we will talk about it.
What is Storytelling in Business Projects?
Storytelling (from English storytelling) is telling stories. At first glance, it seems that this is not applicable to business. In fact, this is an excellent tool to attract the attention of the target audience. Judge for yourself. What interests you most: dry advertising text or a fascinating story about what the company, its employees, and customers live by?
Suppose your company has a blog. And you probably have it, because every first brand that works in the B2C segment leads it now. The question “what to write about in a blog?” Periodically torments everyone who deals with content. But it is necessary that the information not only was but also was interesting. Storytelling for business projects rushes to the rescue!
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Storytelling rules in business
There are no specific laws that apply only to brand texts and are not applicable to everyone else. But there are universal techniques that will make your story alive and interesting:
- Create intrigue. The catchy beginning is half the success. Interest the reader with a provocation, a loud statement or a controversial statement. Also in the title of the story, you can say that a useful person can extract from your story. For example, “How we sew 15 dresses for bridesmaids in 3 days.”
- Rock emotionally. First, to tell about something inspiring, then depressive, and then again good – means, to put the reader on an emotional needle. He will not get away from you and will definitely finish reading. If you tell a story not in one but in several publications united by one theme, you can thus keep attention for several days or even weeks.
- Combine emotions and facts. Using storytelling in business, on one emotion you will not go far. The facts are also extremely important. Combine one with another – and the reader will perceive your story not as a set of enthusiastic statements, but as an honest story.
- Speak in the language of the audience. If your readers are close to the diminutive, caressing “eyes, suns and mobile phones,” they write. If your audience, for the most part, knows what SMM, SEO, and CRM are, you can use these abbreviations without hesitation in your text – it will only be a plus.
- Add details. Storytelling in sales, as in any other sphere, does not tolerate generalizations. Agree, the phrase “we sold dozens of copies of goods per day” sounds weaker than “Buyers are very fond of our cards. For one Tuesday alone we received 43 orders, and on Wednesday the employees of the nearest post office had to work hard. “
Storytelling in marketing
The stories are told not only by novice brands but also by world corporations. For example, back in 1944, Iris Bell wrote for Coca-Cola a story called “The Factory of Happiness”. The story formed the basis of the commercial, thanks to which Coca-Cola is still associated with us with triumph. Who at least once in his life did not sing “A holiday comes to us”, presenting a bottle of an invigorating drink?
Thus, companies use storytelling in marketing deliberately and for a long time, and this is another reason to try to apply the method to your business.
Storytelling in management
By and large, telling stories makes sense everywhere where there is a task to convey to people some information or values. Any information, except for critical, is forgotten within three days. A person can remember a story for years. Storytelling in management allows you to effectively present data for ordinary managers and top managers, when necessary.
How to Use Storytelling in Business: 4 Ways to Find an Interesting Story
- Remember from the past. Each of us in the baggage has dozens of interesting stories, from which you can draw other people. You just need to dig a good amount of memory, and then put the thoughts so that it’s easy to read them.
- Notice in everyday life. Sometimes it seems that right now nothing happens. But it’s worth looking at the situation with other people’s eyes, and it becomes obvious that it would be interesting to tell a lot about today. Has the delivery of a new product coming? Did you spend the night laying it on the shelves to catch the opening? Was the computer broken when the presentation for the conference was almost ready? Tell about it!
- Ask the client to share their story. People who are only looking at you, it is interesting to learn about how your product affected those who have already decided to buy. Offer your client a bonus, ask him about the details of the process of using your product and create a story that will sell. You will be surprised how effective startling in sales can be!
- To communicate with employees. No thoughts, what to tell yourself – ask your employees. They are sure to throw fresh ideas that can become full stories about your company.
Of course, if you are not a good of the American language, you will need to hire a pro-copywriter to work with the storyboard. But do not put all the responsibility on him. The first rule of storytelling in business is honesty, openness and the desire to share your real life. A little to embellish no one forbids, but to invent something that is really not – not a good idea.