If you’re like most of us, then you have a smaller marketing budget than you originally hoped for. Of course, you’d love to have the budget of a large company like Apple, or Coca-Cola, but for most of us this is far from reality.
Luckily, with a little creativity we can enhance our marketing through the power of effective storytelling. Humans of all ages come together through story, so by applying a few of the following principles to your campaigns you’ll start to see an increase in results.
Effective storytelling can extend the reach of your marketing campaigns, without having to double-down on your budget.
In any story there’s a protagonist and antagonist, or a good guy and bad guy. When speaking to, or about your customers see if you can frame them as the hero. Face it, we all love being the hero of our own story.
When speaking about your product or service customers are only interested in the results that it brings them. Make the story about them and the results working with you will bring into their life.
Set the stakes high. What will happen if they don’t work with you? Don’t be afraid to dig into their pain points and level them up.
Most people are in a state on non-action, you need to shine the light on the negative so your customer will feel compelled to act.
Really make your customers feel into the situation you’re describing. You can do this by evoking emotion, and playing into their other senses.
How does it taste? What does their fear smell like? Really dive into the environment of sense perception and appeal to your customers beyond the rational level.
You need to set a definite location of where your customers are going to end up. Think of this as the ending of your story.
Set the end goal, then lead your customers there. When you’re a small business you’ll need to be more specific about the tangible benefit your customers are going to receive from working with you.
Usually, this end destination shows up as the call-to-action.
As a small business owner your story matters more than you think. Take the time to apply a few of the strategies above and you’ll see your customers taking action more often than not.
by Calvin Bryant
Digital Marketing Geek