Stories are central to the experience of being human.
Think about it — we organize and interpret the world based primarily on narratives.
From events in your own life, to myths or great literature that made you think a little bit differently about the human experience, it all comes down to the idea of the story.
For marketers, storytelling can be a powerful tool.
Stories capture and keep attention. Stories can move people, both intellectually and emotionally.
Of course, there are good stories and bad stories.
You want to tell a good story.
Something riveting. Something that keeps people rapt with fascination, eager to find out what happens next.
And what is one of the biggest aspects of not only narrative storytelling, but of life itself, on a deep and fundamental level?
Change is the key.
If you can show how something changed in a moment, how your product or your service had a real impact on someone, you can keep people engaged on a deeper level than ever before.
In a recent article from Entrepreneur, the author gives the full story about how stories that feature a moment of change can move people to action.
Put politics aside and think of this strictly from a marketing perspective:
Show how things changed in a palpable moment.
Once you have your readers’ attention, you keep them engaged with simple, human stories — a story in which something happens and the protagonist is transformed.
Bernie Sanders’ campaign has mastered the fundamental dynamics of storytelling. His marketing team highlights individuals who embody the campaign’s promise.
Take Sanders’ “America Beyond” YouTube video: a young boy grows up so impoverished he uses buckets of snow to flush the toilet.
He does poorly in high school. When he later lands at college, he discovers he’s a great student. He becomes a teacher, with the hopes of helping every student understand his or her full potential.
If your business isn’t building momentum on social media, you’re moving backwards. Who are your core customers? What are their stories? How does your product or service change their lives for the better?
You can get more advice about crafting your brand stories over at Entrepreneur.
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