How do you connect with your audience? It’s a question artists and marketers alike have grappled with for… forever. At first glance, it might seem like you and your audience are worlds away: different location, different demographic, different interests and needs. So to reach them, you need to build a bridge.
How do you bridge the gap between you (or your product) and your audience (and their needs)? By leveraging the power of storytelling.
Storytelling isn’t all about epic tales and comedic timing. We all live stories every day of our lives, from the mundane to the unexpected. People are drawn to stories because we can see ourselves in them: both our real and aspirational selves.
Using stories to market your product or service is the key to connection. It’s how you get people to pay attention, to become invested, and to make a decision.
Think about your intended audience.
- What are their challenges?
- What would solve these problems?
- What emotional experience are they having?
- How does your product/service fit into this picture?
For example: let’s say you sell natural skin care products. Your audience may be people who could use a boost in confidence or a moment for relaxation. They care about the environment. More than just selling the features of your product — sell the story. Sell the experience. Think about how your products make the consumer feel – radiant, rejuvenated, confident. Your products give consumers an opportunity to care for their body, spirit, and the planet. This product is woven into all kinds of different narratives: stories about self-care and indulgence, stories about improved self-esteem, and stories about ecological impact and conscious consumerism.
Whoever you are as a company: I guarantee there are stories you can work with to connect with customers.
Tips For Storytelling in Marketing
- Let emotions be your guide: a great starting point is how your audience feels now and how you want them to feel.
- Use visuals: photos and videos can help your audience connect even more with your product. If your audience sees someone who looks like them using your product, they will be more likely to think it’s for them.
- Keep it snappy: You’d be amazed how short a story can be. A few simple images can tell a whale of tale. A few well-selected words can carry a ton of narrative meaning. You don’t have to write a novel to tell a story.
- Be empathetic: tell stories with heart and empathy. Consumers want to feel understood, not condescended to.
It may sound daunting, but building a bridge to your audience is attainable for all businesses. You just have to figure out where your stories intersect and you’ll be connecting in no time.