Marketing by Storytelling
As a senior copywriter at ACA Internet Marketing, I’m often approached by client’s asking how they should best use their marketing channels to connect to their customers. The marketing channels vary by client; some are asking about social media, others about their websites, and a few still have use for print collateral in their industries. (that’s right, print’s not dead; don’t tell my boss).
Regardless of the media, one of the most potent things a company can do to get their marketing message across is to tell a good story. Great storytelling can sell anything.
While my Art Director friends often laugh while telling me no one reads copy anymore. That might be true, but I doubt it. Either way, there are several ways to tell a story, and the most successful always have a great balance of visuals and text.
If you don’t know where to start, here are a few tips to help you get a great story going;
Make an emotional connection.
If you want your audience to take notice, pack your story full of emotion, feelings, personal experiences. You want to make a connection on a personal level with your audience, if you aren’t passionate about what you are talking about, how can you possibly expect the customer to ever be passionate about your brand.
Know your demographic.
The only way to write to your audience is to understand them. As every marketer knows that understanding the demographic is the first step to successfully communicating with them. I promise, if you skip this step, you will fall flat.
Please don’t treat your customers like they are idiots, they will turn on you in a heartbeat. Consumers can smell a lie a mile away, and one sniff and you’ve lost them. Don’t force the story, just let to come, speak as if you are speaking to your friends and you will come across authentic and real.