We all love a good story. Think about it – what is more magnetic than a killer story that not only tugs at your heartstrings but also plants your brand firmly in the memory lane of your audience?
“We’re not just talking about the usual song and dance of selling stuff. We are diving into the emotional pool where brand loyalty isn’t just a transaction, it’s a love affair,” says Eclipse Communications CEO, Cheryl Reddy.
Renowned Writer and Director, Robert McKee spills the secret sauce: persuasion happens when you mix ideas with emotions. Imagine a story so good, as studies have shown, that 55% remember it over a snooze-fest of facts, 68% decide to buy because of it and a killer social media video make 64% say, “Take my money”.
So, what’s the juicy plot?
Picture this: Life’s cruising along, and then bam! An ‘inciting incident’ throws everything into chaos – death, financial crash or epic meltdown. What follows is the hero’s rollercoaster, trying to get back on track while facing challenges that would make Hercules sweat. It’s a classic tale of resilience and victory. To get your audience to cheer, cry and fist-bump alongside your brand you have to let them walk a kilometre in the hero’s shoes. “Let them feel every emotion,” says Reddy.
How should businesses spin their yarns?
Forget the boring slideshows and charts. Let’s talk about brand storytelling that hits hard.
Brands, listen up – your story isn’t just about what you sell. Reddy passionately adds, “It’s about purpose, your mission to change the world. Forge a connection that goes beyond transactions and dives deep into your audience’s values.”
Keep it real, folks
Every brand has a story to tell. Don’t just flaunt your wins. It’s not about airing all your dirty laundry, but honesty breeds reliability.
Dive into the audience’s world
Solve real-world problems
Reddy says we should take a cue from L’Oreal, a brand to fix everyday hair and skin issues worldwide. They’re not just talking the talk. “They have set up shop in South Africa to research and innovate solutions,” she says. That’s how you show commitment to real problem-solving.
Give your brand a personality
Every brand has a vibe – whatever the feel of it. Let that personality shine through in your language and tone. It’s what makes you, you.
“It is important to note that storytelling isn’t just a script, it’s your brand’s journey. It is what makes you unique and gets you an audience,” concludes Reddy.
