By Dana Kachan
Humanity is becoming more resistant to advertising. We are used to seeing it on billboards, print banners, at shopping malls, on social media, and almost everywhere on the web. We use ad blockers because we don’t like it when anyone tries to sell us anything, although we love stories.
Since childhood, we are attentive story listeners. The story is different than pitching a product or service directly. It unites people into a big community of the like-minded who want to listen to what a brand is saying because they share the company’s values, goals, and dreams.
Today’s businesses shouldn’t focus on the question, “How to sell?” They must try to think about “How to make people hear us?” The alternative question that conveys the same idea is, “How to tell a more engaging story?” Companies should invest in storytelling to reach the top of success and conquer the customers’ hearts with something valuable and original.
Brand storytelling is the most effective marketing trend for today. It has been perfectly performing before and seems to be still effective even tomorrow. However, you might ask: how to tell a story most engagingly? How to tell a story that resonates?
Here we will consider the top five most actionable brand storytelling practices. They help companies to be heard by their audiences, build customer loyalty, and grow their popularity.
Trend #1. Anti-Branding
Or anti-storytelling. It is still about telling a story. However, this story is not about a brand. The brand can tell it, the brand can spread it, although this story should be about people and their values.
An average customer is already fed up with obtrusive sales pitches and… and even unobtrusive pitches too. People are tired of listening to brands that are talking about themselves too much. The only thing that can stop their scroll, make them read, and engage with a brand is a real-life story about somebody or something that is very close to each and everyone.
It should be a story about something little distinguished in the crowd. This story will find its tribe and resonate with it.
A great example is an anti-branding story created by Zendesk, a customer support software company. It is not about Zendesk but about people and finds reflection in everyone’s life. Such kind of advertising is genuinely unobtrusive and resonating with the audience.
It is about a fictional rock band who are disappointed with the unknown company “stealing” their name. Although musicians admit their need for Zendesk’s services and even create a song about the significance of customer support.
Trend #2. Emphasize on Tragedy
Why? Because a so-called “tragedy” may appear to be the most critical component of a good story. According to Aristotle, it should include three other components: pity, pain, and catharsis. They turn stories into intriguing and memorable experiences that trigger underlying human feelings: fear, anger, sadness, and surprise.
In marketing, “tragedy” is manifested as the customer’s pain point. A brand that hears …read more
Read more here:: B2CMarketingInsider