Individuals who get into marketing generally understand they need to connect with their target audience. These are the consumers who are more likely to buy the products or utilize the services that the marketers are trying to sell. These marketers also know that if they make a meaningful connection with their target audience, they might not only get a sale but also a repeat customer.
As a business owner, you can either hire one of the reputable marketing agencies in your area to handle your advertising campaigns, or else you can do it yourself. Either way, you need to make it clear to your target audience that you understand them and can deliver a value proposition in the form of a product or service. One way you can do that is through storytelling.
People Love a Good Story
Storytelling has existed in various forms since our ancestors sat around the fire and communicated with each other through rudimentary forms of language. Since then, it has continued to evolve, but its purpose remains the same.
When you communicate something to an audience through the form of a story, it grabs their attention. You need to make your tale compelling. If there’s a way to make the audience emotionally invested, then so much the better.
Come Up with a Scenario That You Know Will Appeal to Your Audience
In the marketing arena, it’s helpful to try and put yourself in the shoes of the target audience members. What might they like to hear about, and what kind of tone do you want your story to have?
Usually, if you get together and brainstorm during a marketing session, you will have a winning ad campaign if you can successfully answer those questions. A story that also allows you to get the notion across that someone will enjoy your product or service or that they need it urgently will probably result in more sales.
Connect Your Product or Service with a Pain Point
You need to make a story compelling if you want to make an advertisement out of it. However, you also want to make the target audience members feel that if they procure your product or use your service, they will be easing or alleviating a pain point. In marketing parlance, a pain point refers to an area in a potential customer’s life where they are lacking.
For instance, if it’s the middle of summer, and your potential customers are sweating in the heat, the prospect of selling them lemonade should be a relatively easy one. They’re hot, and that’s their pain point. You have a possible solution in the form of a delicious chilled glass of lemonade.
Some of the best and most memorable ads are stories, some of them no longer than 30 seconds or so. If you can combine the narrative element that has existed for thousands of years with the idea of buying something from your company, that’s usually a proven formula that can boost your sales numbers.
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