How do you get started? You don’t need to be Hemingway or Tolkien to nail down the art of storytelling for marketing. Instead, just follow these five super simple steps. For this example, we’re going to use Jiova Skin Cream, an Anti-Aging product.
1. Establish The Problem. Offer a brief background about the problem. Your Customer (we’ll call her Kathy) needs something to make their lives better. “Kathy’s skin isn’t what it used to be. She has developed crow’s feet and bags under her eyes. She lost her once youthful glow.”
2. Discovery. This is where your Customer finds the answer to his or her problem– your product. “Kathy noticed that several of her friends had visibly younger and brighter skin. She asked them what they’ve been using and each told her all about the Jiova line of products.”
3. Climax. Here is where you show your product in action. How does it benefit the Customer? It’s all about improving quality of life, whether you’re Toyota selling cars, Nike selling shoes, or the folks at Jiova selling Skin Cream. “Kathy started using Jiova’s anti-aging cream and immediately started seeing the results that her friends already experienced. Soon, she noticed that her skin was brighter and firmer. She recovered her youthful beauty and felt better about herself.”
4. Conclusion of the Story. Every story needs an ending. This is the time when you should focus primarily on your product and how it has helped the character in your story—and that it can do the same for the reader. “Kathy became a loyal Jiova user: she threw away all of her other skincare products. Rejuvenate your skin with Jiova.” The end of the story is not the end of the content, though.
5. Call To Action. Unlike a novel or a movie, storytelling for marketing ends on a special note. Whether you’re writing a blog post, a tweet, or an email, you should always give Customers an incentive to continue their journey with your brand. Those who read Kathy’s story may want to learn about this Jiova stuff. They should click a link that will lead to their site. “Now see what Jiova can do for you. Click here: [URL]”
Here is the thing to keep in mind. This format can translate to any form of online marketing. These five steps can be applied subtly in both longer and shorter forms. If you’re sending out a tweet, you will want to keep Kathy’s story brief. If you are writing a blog, you can go into greater detail. Regardless of size, this format helps marketers tell an engaging story that compliments the brand.
Are you ready to get started? Our content marketers utilize this format among many other advanced content marketing techniques to achieve success for our clients.
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