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To succeed in your marketing process, you must tell good stories. People resonate better with stories; you must be good at storytelling to grab their attention. Stories appeal to the emotional sides of people rather than the logical ones. You might have heard or read that customers don’t buy based on logic but on emotions.


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There are several products and services in the market. What do you think will make yours different? It is the story you tell behind your brand. The assurance that your product will solve their problem makes them buy from you. This means you must employ an outstanding storytelling technique. In this article, I will guide you to tell better stories and market your product.

A marketing story comprises:

Plot

Every story has a storyline. To tell a good story, you must structure the story to have a beginning, middle and end.

Character

This refers to the key players in your story. A story cannot be called one if it does not have characters performing certain actions.

Conflict

The spice of your story is the conflict. It is either the characters at loggerheads with themselves or has a difficult situation to tackle.

Resolution

You can’t have conflict and not have it resolved. Especially when you are telling a marketing story, your resolution is key.


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It is the point where your product/service comes to the rescue. So, don’t leave this out.

Setting

No story starts and ends in the air. There is always a ground for it to survive. Therefore, your story should have a setting; an ambience for it to be told.

Here’s the storytelling process

Define your brand message

Every brand has a brand message. It refers to the story behind the brand; the purpose for your brand’s existence. It is from this well that you can draw your brand content, know your audience and how to tell your story.

Identify your audience

Authors usually identify the audience they are writing for before they even start. This is because it will give them an idea of what that specific audience will like and if they will even read their books first.


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The same thing applies to your business. You must identify the audience you are telling your story to. Know what intrigues them and how you can convince them to eventually patronize you.

Define your core message

This is the aim of the story you want to tell. This will, in turn, determine the kind of story you will tell. So, is your story to educate your audience on your latest product? Is it to raise funds? Or is it to have them purchase from you? This is what you should be certain about before you proceed.

Establish your call-to-action (CTA)

The aim of your story and the kind of story you tell will determine what your CTA will be. This refers to the action you want them to take after reading your story. It could be to purchase your product immediately, donate or sign up for your newsletter.

Choose a medium

Here, the medium is the channel you want to share your story. It could be an email promotion, a social media ad campaign or a blog post. You can have your story told in audio, video, or written format. Identify the medium to better tell your story and employ it at this stage.

Write

After you must have put the above points in place, the next thing is to write your story. Put together the interests of your prospective audience, your brand, and your core message. Then, create a CTA that will prompt your audience to take action.

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This article was first published on 7th October 2022

chidiogo-akaelu

Chidiogo Shalom Akaelu holds a degree in English and Literary Studies, from the University of Nigeria. She is a freelance writer, editor and founder of Loana Press, a budding online publishing outlet.


Comments (2)

2 thoughts on “Guide To Storytelling In Your Marketing Process”


  • Hey there! I know this is kind of off topic but I was wondering which blog platform are you using for this website? I’m getting fed up of WordPress because I’ve had issues with hackers and I’m looking at alternatives for another platform. I would be fantastic if you could point me in the direction of a good platform.


  • Great article! Your article helped me a lot. Thanks! will you allow it I want to share your article to my website:
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