If you want your viewers to connect with your brand, you’ll need to give them some common ground. One of the most effective ways to do so is by telling some awesome stories that highlight your experience in your industry. Here are some tips that will help you create compelling stories:
Speak truthfully.
Integrity is the cornerstone of brand trust. Don’t try to tell stories in which you are the savior. Instead, show your stories through their eyes. Show their struggles (and yours) to create a successful outcome. Audiences find hope and connection when your stories overcome adversity. It’s the way you tell the story that connects them.
Be Authentic to Yourself.
You need to explain why you do what you do and the purpose behind your actions. The key to success, is that emotional connection, remember? You need to explain how your involvement in this story is special and unique to your industry. Your “why” is just as important as the outcome.
Infuse Personalities into Stories.
Dry, factual statements and arguments will actually create barriers to trust. It is natural to be critical and skeptical of a person’s claims. It will cause a person to click away from an ad, post, or page, almost as quickly as a pushy, “Buy me because I said so” social media push. When those facts are wrapped in the power of a story, however, there is a chance to get them emotionally invested in the outcome. This emotionally connection allows them to follow through to the end, willing to suspend disbelief, and root for an outcome that aligns with your needs.
Know Your Audience.
Knowing your audience means you have to give them stories and characters that they will root for. Simplify your message and make sure you cut out unnecessary details. Anything that doesn’t further the story or the emotional impact has to go.
Include a Beginning, Middle, and End (Story Structure is King!)
There is nothing worse than a rambling story that has no purpose. Make sure that your stories follow a proven story structure for maximum engagement. You’ll want exposition, rising action, climax, falling action, and a resolution. Each of these pieces connect your readers with your story in an emotional way.
Here are some ways you can get readers engaged with your #AwesomeStorytelling:
- Use your ads in a sequential story form. Refinery29, actually did a Facebook ad test regarding this, and found a 56% conversion life, and an 87% rise in view-throughs.
- Use visual storytelling. It’s imperative that you use the five senses in your storytelling so that your story can come to life. Visual aids like images, graphs, videos, and infographics can make your story far more compelling. Keep your social media platform in mind, as well, when you consider these options. Instagram Stories are highlighted at the top of everyone’s Insta feed. Facebook Day in the Life is highlighted at the top of the messenger app. We all know that Facebook videos are currently pushed more than regular content. You can tell the same stories in a thousand different ways. Don’t let yourself be limited.
There are so many more ways to use stories in your business. This is just the tip of the iceberg. Take time to create compelling stories, and you’ll see a huge difference in your social media responses.
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Hollie Clere of The Social Media Advisor is a “#BeAwesome” Developer, Social Media, Brand Builder, Content Manager, Trainer and Author in LinkedIn, Facebook, Twitter, Blog, Google+,YouTube, Pinterest, Instagram and the tools to manage them.
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