How to create an outstanding marketing story that people will perceive and want to share?
You tell a story.
Whether you know it or not, did you intend to do it, but … you unequivocally narrate the story.
Everything you do to market your business is embodied in one more item, page or chapter of the story that people hear from you. It is your story that people will hear that will become one according to which they will act (or remain idle), and also tell (or not tell) it to others.
Perhaps you still do not realize how, and most importantly, to whom, tell your stories. But purposeful narration is a sign of great novelists, screenwriters, playwrights, and purposeful marketing stories are a sure sign of the excellent content of the marketer.
So why not tell your stories purposefully? Next, you will learn how to do it.
1. Learn and understand your audience
This is the main factor in the struggle for the attention of your target audience.
What do you need to know? You need to know who she admires, what she strives for, whom she despises, fears or cherishes. Instead of inventing material that you might like readers to like, compose and tell the story to one or more of the typical representatives of your target audience.
Understanding your readers at such a deep level is important for creating a portrait of your client. It will also help you become part of the market where your efforts are directed. As a result, you can create a more unique story and easily take the lead in your tribe.
Perhaps you are afraid of the term “research”, but this is the basis of any smart marketing plan. The more time you spend in order to understand the people you are addressing, the better story you will tell them.
2. Choose your language templates (how to submit information)
When you know your audience well, you can “tune in to one wave with it” and look at the world with its eyes. You can understand the worldview and those things that your audience believes. As a result, you will be able to build your story so that it will resonate as much as possible with their values. Only this factor will allow you to stand out against the background of competitors and become much closer to your readers.
Consider these concepts (world views of different people), which differ only in the choice of words:
- conscientious student, honors pupil, botanist.
These are the extremes to which you do not need to resort to adjust to the beliefs and outlook of your audience. For example, the simple word “green” can cause those strong reactions and associations among environmentalists who will never arise in the majority of people.
Building your story against one polar opposite, you, by definition, will cause sympathy of one part of the audience, and the other will make you ignore or even despise you. This is not only normal, but even necessary. Most likely, you will never be able to drag your fierce opponents to your side, but your adherents will share your content and help you get inside their community. Hence your growth and development comes.
3. Select your message
A message is a way that you choose to tell your story. At the same time, readers must come to the conclusion that you need. This is a report of your story with increasing tension and one or more vivid characters that will help you achieve your goals.
- it’s a bait, a cornerstone, a purple cow (see Seth Godin’s “Purple Cow”);
- this is the difference between a good story and an ignored story;
- this is an obvious path from attention to action.
You need to find a link between the beliefs and outlook of your audience and how you can file it for them. Think about your favorite novel or film … the same information could have been conveyed in a different way, but it was already not the same. In fact, we retell the same stories for centuries, some just do it better than others.
Content Marketing as a Storytelling
“Success in marketing is achieved when a sufficient number of people with similar views come together in a way that allows marketers to achieve their goals in a cost-effective way” – Seth Godin.
This is what allows you to achieve content marketing. More precisely, if done right, this is the most cost-effective (and most effective) online marketing method ever created.
Even more than that, people do not just get together, they gather around you.
The techniques described work both for a single blog, and for selling pages. But, more importantly, it also works as a general positioning of content and marketing messages that you will create over time, based on feedback from your audience.
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