Think back to when you were three years old and your parents told you stories or read books to you. What do you remember about those times? I’m betting you hung on every word and looked at every picture. Anticipated the next page turn. Valued the time spent with your parents. Well that is the definition of audience engagement in its earliest form. And when an audience is engaged your chances are better that they will want more.
So, how do you take the storytelling days of old and move them into the sales cycle of the future. Easy…with your brand story. It’s this rich, captivating message that draws your prospects’ attention, keeps them hooked and converts them into a customer.
Let’s first define a ‘brand story’. Simply put your brand story is the written words of your brand. It’s the vision, values and personality in the form of a story that helps your customers understand exactly who you are and what you can do for them.
Why a brand story?
Storytelling is a rich form of engagement. Data only tells a certain part of your story and only employs the portion of the brain used to decode information. On the other hand storytelling invokes more emotion and allows the reader to interpret a more vivid picture than with just raw data. It is your message that they can ‘see’ and use to find out exactly who you are. This type of engagement becomes a more memorable and intimate experience.
How is your brand story directly linked to sales?
Your brand story reaches out and touches your prospects as a direct reflection of your company. If done correctly your prospects get hooked, like what they read, and move on through the sales funnel to eventually become a customer (which is the ultimate goal).
How does your brand story work?
Your brand story should provide real value to your potential customers. It needs to address their goals in order for it to be effective. Remember, they will make decisions based on what is in it for them. In order to fully connect to them a few key elements should be considered:
- Know your customer
Discover who your target audience is. Define their wants, needs and goals. Then create your story around what these are, how they are addressed and how you/your product/your service can solve their problem.
- Start with “why”
Communicate why your company has chosen to address and solve their problem. When they identify with your explanation it can lead to easier conversions.
- Be inspirational
Show instead of tell how your products/services can solve their problem. Use a variation of different visual techniques to help convey your message and get them involved. Take a look at some trending visual options here.
- Try new things
Once you get to know your customers…listen to them. Ask questions, find out more and evolve your brand story to address their changing needs.
In the end when a customer reaches your website, you’ve already gotten their attention. Your brand story then needs to become the active player in making sure they know how you can help them.
For help in creating your brand story to attract customers that convert into sales contact us. Marketing Relevance can help. Call 847-259-7312 or visit our website.