Story time is the key to persuasion

Let me tell you a story…

The centrepiece of all business is persuasion, and the greatest vehicle to persuade is storytelling. So is it really a surprise to anyone that the Stories format is growing 15 times faster than newsfeed as a device for people to reach their audiences (and advertise to them), and for people to feel closer to brands, celebrities, and their peers?

Telling stories is as old as time, of course, and that means that those of us looking for a way to explain what we’re selling, what action we want someone to take, or hoping to generate an emotional response can simply spend some time thinking about what our story is, and how to tell it. What a bonus that there are specific formats on social you can use to tell it – not just Stories but Video.

Our brains are bombarded with information at almost every second of the day, from having to decide which socks to wear to choosing a car to buy or which particular moment to explain to your significant other that you forgot to pick up that parcel you promised to get. It’s exhausting… what do our brains choose to focus on? Familiar phrases or ideas won’t cut through and certainly won’t light up that part of our brains which captures our attention.

Change the B in RTB from Buy to Believe

Many businesses assume that not only to the audience they’re talking to know what their product is but that they also believe them when they state that ‘XYZ’ is the reason you should buy it. More than likely, without any background, story or emotion, we’ll simply switch off from these types of messages.

Light it up

In your messaging, be surprising, or at the very least, interesting. Descriptive words make a huge difference – mention that the sky on your holiday destination reminded you of a bath bomb called “Saharan nights” and not only are you conjuring up a visual but a scent and possibly relaxing feeling, too.

Use the tools

The basics of storytelling should come first and foremost, of course – figure out the beginning, middle, and end. Consider the conflict or decision making within the story, how to reach a resolution and how that resonates with your audience. As we’re always thinking about social, though, use the tools the platforms are offering you – short form video on Snapchat, Instagram Stories, Facebook Stories or even live streaming… longer form on IGTV and Facebook Watch… even text-based stories within blogs can become more meaningful when shattered into a series of still or moving images within a carousel.

When the tools are all there for you, what could be simpler?!

If you do want some more insight and advice on how to tell your stories, give us a call.

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