As an entrepreneur or a marketer, you are bound to love the product that you are trying to sell. However, the magic happens only when you trigger a strong emotion in the minds of your potential customers as well. It could be humour, curiosity, admiration, empathy, rational justification, sensitivity or anything else that can help your customers associate with your brand.
How do you do that? The answer lies in ‘Stories’. Since childhood, we are ingrained to love stories. Audience are too busy to hear about your product features, but if you tell them a good story, you are already in-roads to build a connection.
So, what kind of stories can work for your business? Here are some typical approaches successfully used by marketers.
The Classic Problem-Solution Stories
“Here is X. He faces all these problems because of lack of a better solution. Here is a solution and these are the reasons why it is awesome for X. This makes X a winner”. Yes, the structure might sound a bit cliche, but it works wonders because of its no nonsense approach. If carefully crafted, the problem-solution approach connects with the right users based on their persona by establishing the need for a better solution and then introduces your business proposition to fit in like a jig-saw puzzle. Modern Explainer videos typically fall into this category of storytelling. Here is a story that highlights the proposition of an enterprise software product very effectively. Yes, stories make even tough concepts easy to understand.
Multiple Use-Case Stories
Sometimes a full blown problem-solution approach could be an overload of content, particularly if your business solves multiple problems through its different features, verticals or services. How about breaking it down into a campaign of chunkable content pieces that talk about different ways in which your business can help the customers.
One of my favourite campaigns with this approach has been the famous ZooZoo campaign from 2009 launched by Vodafone India.