Storytelling isn’t just about telling a good story. It’s a carefully thought-out plan that needs to match your brand’s marketing goals. So, if you think all you need is good writing to drive conversions, keep reading.
The role of strategy in storytelling
A successful storytelling strategy begins with a clear understanding of your target audience, the message you want to express, and the goal you want to achieve. For example, a brand seeking to increase sales and conversions might focus on stories that highlight the product’s benefits, while a brand aiming to boost awareness might focus on stories that reflect its values and mission.
How to execute a conversion strategy?
From my experience, I’ve seen firsthand how brands that align their messaging with a well-executed storytelling strategy achieve great results. For example, I worked as a copywriter on a campaign for MB WAY, and our primary goal was to encourage individuals with a specific personality type to take action and become their problem solvers. Meaning: our mission was to introduce reasons for people to use MB WAY, encouraging them to start using it on every shopping trip.
But how do we show people that MB WAY is precisely what they need? By attracting them with value propositions that highlight the product’s benefits. What did we do? We gathered the five key features of MB WAY (those “reasons to use it”) and separated them into different creatives, always signing with a slogan “You don’t need reasons. You need MB WAY”. Because, at the end of the day, what people want is something tangible, something that will make their days easier. And no matter how many reasons we could give them, people would only truly feel the difference if they used MB WAY to simplify their daily payments, get discounts and cashback at various stores around the country, and consequently save money or even help make a difference on the planet by reducing paper waste. We show people that the MB WAY mission is to be a daily digital ally.
How to execute an awareness strategy?
On the other hand, a great example of a client where we conducted an awareness campaign is Casas da Quinta de Cima. The focus here is on writing narratives that capture the essence of the boutique hotel’s values and mission. We aim to inspire, using storytelling to delight and help people imagine themselves in that setting. What truly matters here is staying top of mind, so that when customers are ready to book their holidays, they immediately think of us and feel curious to discover more. We show them that Casas da Quinta de Cima’s mission is to be a retreat where they can relax and recharge their batteries.
Emotional vs. Rational Storytelling
Compelling storytelling strikes a balance between emotion and reason, as we just read. Tapping into emotions helps create an immediate connection, but providing rational arguments is key to solidifying the purchase decision. In industries like technology (such as apps like MB WAY), where logic plays a crucial role in financial matters, storytelling can focus on how a product fit specific problems.
How Storytelling Drives Conversions
