An introduction to brand storytelling part 2 – Conveying facts through narrative.

Successful brand storytelling is all about conveying facts through an engaging narrative.

Most web pages, advertisements, blog posts, social media posts and the like are about conveying information. In each case, the intention is to bring something across to your audience that creates a positive association with your business.

There are several ways of doing this. You can simply give them the information in a factual way like this.

“We sell therapeutic mattresses cheaper than other companies.”

The other option is to embed it into a story or narrative:

Every idea starts with a problem, such as this.

“Mattresses that give my back the support it needs are too expensive. For years I tossed and turned on a sub-standard mattress which never contributed to a good night’s sleep. I was left me in a constant state of exhaustion, and with energy levels that low, my whole life was impacted. The rest of us had similar experiences, and we were amazed at how hard it was to find a great mattress that would give us a restful night’s sleep at a price that we could afford. What are the options?”

While both achieve the same goal, which one of them do you find more engaging? Of course, it’s the second one.

That’s how storytelling works. People crave more than just facts. They want something that they can connect with and relate to. It’s much more interesting, much more engaging and, therefore, much more likely to elicit the desired response.

Author: Cameron McIver


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