Storytelling: peculiarities of using the approach in advertising
Even the most expensive advertising can be ineffective if it fails to engage the target audience. This is because the content presented to users has not been fully thought through. To get people’s attention, they need to be told stories, and this rule works even for advertising. In marketing, this approach is called storytelling and is based on getting the right message across to the audience through an engaging story.
In the skillful hands of a content maker, even dry information about a company’s history and activities turns into a compelling story that attracts attention and helps the brand be remembered. A promotional strategy that uses storytelling as a primary tool is extremely effective.
However, the success of storytelling for the online space is guaranteed only if a clear scenario plan is developed. The latter is used when creating advertising and makes it possible to convey the necessary information to the target audience in an interesting way. Storytelling makes the promotion not so obvious, due to which the number of negative reactions and rejections is reduced. Moreover, publications or commercials get a certain structure, a general line, which allows you to get a coherent idea about the brand.
This approach can be used for websites as well as for mailings and social media. Thoughtful performances that contain a story hold the audience’s attention, and their inclusion in sales scripts allows them to increase the customer base.
Effective storytelling should answer three main questions:
- What product or service the company offers;
- how it can improve the lives of the consumer;
- what you need to do to buy the product.
The key point of the story brand is its clarity. All of the company’s messages must translate the designated points, otherwise they will not produce results.
Each advertising text should be transformed to make the stories come alive, and most importantly, the message should be short, but capacious. If we are talking about visual storytelling, it should have a character and development of the story. The client and his needs are in the center, the business shows how it helps its customers to close their needs and make life easier in general. The story also has a problem and, of course, its solution. In this case, the company acts as the hero who helps the customer get rid of the problem. This is a simplified scenario for video storytelling, but it works.
Do not forget about the call to action, through which the consumer is told what to do next. This can be a suggestion to go to the website or reach out to the contacts listed for help and other options.
