A brand story is a marketing strategy that helps you connect with your potential clients on an emotional level. Instead of simply stating who you are and what you do, your brand story helps you connect with your site visitors on a more personal level. It illustrates how your business or organization will interact in the lives of your clients or members in a way that helps to solve their problems.
According to a study on the power of stories by Stanford University, stories are more memorable than figures, data and facts because they trigger the emotions and intellect of the listeners. A well-constructed narrative that expresses empathy can help produce a neural-chemical in the brain called oxytocin that causes emotional effects such as trust, compassion, and generosity. This makes readers more likely to take the desired actions when reading your brand story.
A brand story doesn’t simply list facts, it presents a purpose, values and solutions in regards to real-life experiences that your target audience can relate to.
Like any good story, there is a hero, a protagonist, and a problem to be solved. You may think that since that it is your brand’s story that you are the hero. Wrong. The hero is the potential client or member. Your role in the story is the sensei, the trainer, the guide that provides the tools and knowledge the hero needs to resolve the problem he or she is facing. Follow these steps to help write a compelling and persuasive story for your brand.
Define who the hero of the story is. This is where demographics and psychographics come into play because you need to have a good understanding of whom you are marketing to. What is their background and what is life like for them?
Define the hero’s problem. What are they lacking or struggling with.
Define what is standing in the way and keeping him or her from resolving the problem.
Your role in the story is the sensei, the trainer, the guide that provides the tools and knowledge the hero needs to resolve the problem he or she is facing. This is where you, the experienced guide, comes in to show authority and empathy. You understand the problem they are facing and you have the ability to help solve it.
This is a plan that will help the hero solve their problem.
This is where you urge the hero to execute the plan and take action. Show simple steps that the hero can take to start.
Show what success looks like and how taking action helps avoid failure.
Show what failure looks like if the hero decides not to take action.
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The key is to establish what the issue is and then define what success looks like if the hero takes action and follows your plan. Get your copy of my Brand Story Guide + Workbook to help you write your brand’s story and produce copy that will help your users take the desired action on your website.
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