Why you should use storytelling
Storytelling isn’t just used in books and films. Blogs, social media posts, and even the content on your website should include storytelling. Why? Storytelling will help you appeal to the emotional side of your audience rather than their analytical one. People naturally remember stories, not scripts. By using stories, your content will stand out from your competitors, whether it is on social media or placed on your website’s blog.
The golden circle
The Golden circle created by Simon Sinek refers to an ‘inside out’ type of thinking that should be used in your storytelling content. Rather than talking about what you are offering first and trying to pitch to your audience straight away, the golden circle encourages you to talk about your ‘why’ first.
Why are you doing what you’re doing? Why are you offering this service? Why should your audience choose you?
Talking about your what straight away will turn off your customers interest. All-day, your customers see posts and advertisements about what companies are offering, and what companies can do for them. Your ‘why’ will make you stand out.
Your ‘why’ might include personal problems you faced and found a solution to, it might be why you started your business, it might be why you went an extra mile to help a client recently. It defines your company and why you started which will always be different to your competitors.
After talking about your ‘why’ the ‘how’ is next. How will this help your audiences? What do your services offer that is different to your competitors? Remember, it’s all about finding a solution for your customer’s conflict. If your customer genuinely finds your content helpful, they are more likely to engage with by liking or even commenting on your posts. This is a direct example of inbound marketing.
The last section of the golden circle is ‘what’. This is where most people usually start their story by telling the customer ‘what’ they are offering. However, this style of language speaks the analytical side of the brain rather than a potential customer’s emotional side like when using ‘why’.
By talking about your why, you avoid making your posts sound like a sales pitch. Social networks should be used to network, not to sell. Social media can help build connections and trust which can lead to sales, but you should try to avoid encouraging people to buy in every single one of your posts. Be social, and capture the attention and trust of potential customers before you approach them.
Key points in the storytelling
According to Hubspot, conflict and resolution are key to an engaging story. They are what personalise your story with the customer, and is the whole reason why they read your content. It’s important when choosing a conflict to discuss that you understand your customer and the problems they face so that it is personal to them.
The conflict in your story will be a pain the customer has or a problem they need solving. For example, a lack of engagement on their posts. This is why it’s important to fully understand your audience so you can tailor your content towards them and their problems. Converge Hub show in detail that this is the reason it is important to truly know who your customers are.
If you address a customers conflict and provide them with a solution, it starts to build a connection and the idea that you are the knowledge leader in your industry. A resolution could also include a call to action or the next steps for your customer to keep them engaged with your business.
How this will help you and also your audience
Storytelling will help your posts become more engaging and compelling. In a sea of sales pitches, your posts will provide your readers with genuinely helpful and useful information. Rather than scrolling past they, might engage with your posts they might even follow you. This is the start to a new relationship with your customers that will build both trust and a personal connection. When your potential customers are ready to buy, they’ll know who to come to.
What you can do
Now you have been introduced to the power of storytelling, the next steps are to use storytelling in your content. Think about how you could use the golden circle with content on your website or maybe in your next sales pitch. Remember, there are other ways to get engagement from your audiences, but this is a great starting point.
This blog used the principles we’ve just talked about. Our characters in this story were you as the reader. Your conflict was a lack of engagement in your social media. We even gave you one solution to help increase engagement by using storytelling. To start the blog we talked about ‘why’ you should use storytelling, then talked about ‘how’ it can help you and your customers, and finally ‘what’ you can do in the future to help build connections and increase engagement.
If you’re still struggling with social media engagement or need advice on any other areas, feel free to contact us because we’d be genuinely happy to help.
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