US Data Corporation Direct Marketing Blog

Branding Lessons: How to Be a Good Storyteller7:00 am

By Kristen Dabrio

Branding Lessons: How to Be a Good StorytellerAre you trying to build a brand and draw in new customers? Focusing on storytelling in order to sell a product isn’t a new concept, but with the rise of content marketing through business blogging and social media marketing, it definitely helps to become a stronger storyteller. If you want to create great content that will help your branding efforts, you need to learn how to tell an enticing story and draw in your audience. Here are a few tips to get you started.

Focus on why you’re here

If you’ve started a company, I think it’s safe to say you’re passionate and knowledgeable about the products and services you provide. It’s important that you share the passion and knowledge you have with your potential customers if you want to focus on branding. Through storytelling, you can focus on why you started your company and what you wish to provide to your customers. What is your purpose? Why is it important? How is your product different from everything else that’s out there? When you focus on your beginnings, you help your consumers get a better understanding of what type of company you are.

Give your company a personality

Defining your company’s personality becomes easier through good storytelling. If you want to tell a good story and draw in customers, let them in on your personality. Don’t be afraid to develop a unique voice when creating content— it will ultimately help humanize your company and make it more relatable. Boring stories won’t attract and retain an audience, but stories that show off your company’s personality will. Figure out what you want the voice and image of your company to be and have the content you write reflect that.

Connect with your audience

A great way to become a good storyteller is to find ways to connect with your audience. You’re not simply writing for yourself, you’re writing in order to bring focus to your brand and hopefully draw in steady business. If you’re looking for ways to connect to your readers, consider telling stories that directly relate to your target audience. For example, if you sell maternity clothing, writing articles about motherhood and incorporating your readers experiences will not only tie into your branding efforts, but will help form a deeper connection with your readers. Showing that you understand and you’re interested in your consumers on a deeper level will make you more relatable.

Don’t be afraid to share your failures

Success rarely comes without its pitfalls. When people read success stories, they want to know about the failures as well, because it ultimately helps humanize your brand. If you let people in on your company’s low-points, like struggling to get started or having barely enough money to get by, it will help them feel more connected to you on a personal level. Content Marketing Institute gives some great advice stating, “When people are forced to confront these obstacles, drama builds, hooking the audience until solutions to problems have been found. Embrace the drama to create a more compelling story experience.” By presenting your company’s history through engaging storytelling, and showing that you’ve risen above your failures, people will feel more emotionally connected to your brand.

Next time you write content for your company, think about how important storytelling is to branding, and focus on writing something that connects emotionally to your audience. Have you ever purchased a product due to good storytelling? Share your experiences with us in the comments!

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