How Storytelling Turns Prospects into Customers

If you're looking for an effective way to connect with your customers, storytelling remains one of the best tools to use. People love a great story that they can relate to, making storytelling an invaluable asset for businesses that want to build strong relationships with their audiences.

Compelling storytelling not only lends a human, relatable face to your business, but it can also more clearly illustrate how your business can solve your audience's problems. With story-driven ads that build an emotional narrative and honestly speak to your customers' wants and needs, your ad campaigns will have the chance to excel.

The following are some of the main benefits of utilizing storytelling in marketing to connect with your audiences. When used the right way, storytelling can go a long way in gaining people's trust and building your brand.

Appealing to Their Emotions

Through the use of storytelling, you can speak to your audience's emotions and what they're currently feeling, which can make your brand appear more sympathetic to them. You can use an emotionally evocative combination of audio and video to relate to customers, constructing a narrative that establishes an impactful and memorable connection. Your ads can be touching and solemn in tone, or they can use humor or other more lighthearted styles, depending on the problems you're trying to help solve and your offerings.

For example, you may have an ad that tells the story of an individual struggling to perform a particular task. In the process, you might showcase the person's problem and how it affects their ability to function daily. As the ad progresses, you show how your product and brand come along to help make the customer's life easier. 

Don't underestimate the power of appealing to people's emotions. Deloitte found that emotional appeal even trumped a company's values and principles when recommending them. While only a small percentage of people would recommend products based on the brand's values, nearly half would recommend them due to its ability to appeal to their emotions. Storytelling can be elemental in enabling that appeal.

You can find out how to appeal to your customers' emotions by researching your audience, learning about their specific wants and needs, and developing your marketing around how you can meet them. You can also analyze what your competitors are doing or neglecting to do, giving you ideas for incorporating emotional appeal into your ads.

A Level Up on the Competition

Unlike other less expressive marketing techniques, storytelling allows you to share your brand's story and mission in a way that genuinely explains it all. Keep in mind that people are exposed to hundreds of ads every day. If your ads tell a story that they can relate to, they're far more likely to remember your ads over competitors.

You can also tell a true story using this method, which helps you stand apart from the myriad generic ads that exist.

One example of a brand that managed to get a leg up on others because of its ability to tell a story was Square. As a credit card processing company, Square understood how to integrate its offerings into many different communities. To help illustrate how it could help the average consumer in the U.S., Square produced 12 different short films depicting how real entrepreneurs managed to find success. Each film featured a different entrepreneur with a diverse background and varying struggles. They then showed how Square helped those entrepreneurs grow their business by supplementing the strength of character. These films showed how Square serves small business owners in emotionally connective ways that other, more generic ads could never do.

Develop an Emotional Connection

In addition to appealing to people's emotions, utilizing storytelling in marketing can also create an emotional connection that consumers relate to on a personal level. People don't just want to feel something substantial when they view an ad—they also want to feel like they're being spoken to directly. If a brand can genuinely connect with audiences, then they will feel understood.

A genuine, deep connection with your audience will build trust and loyalty, converting prospects into customers more effectively than less personal ads. For instance, you could launch an ad campaign that tells a highly focused story about a consumer facing a specific problem you know your customers experiences. Your ad can show that person going about their daily life and how your brand will help resolve that particular issue. Showing that transition from struggle to delight can highlight the value you bring to customers, all while telling their story.

Ultimately, that well-established personal emotional connection could make your brand more memorable, trustworthy, and appealing in the long term to your audiences.

Storytelling Can Be the Key to Your Brand's Success

Suppose you're trying to figure out how to win over your audiences and establish a bond that makes them loyal to you over competitors. In that case, storytelling is among the best assets in marketing campaigns. You can use stories in your ads to appeal to emotions, get ahead of competitors, and build a strong emotional connection that differentiates your brand. When used the right way, converting prospects into customers can be easier than ever with compelling, evocative storytelling.

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