At a time when it is essential to get closer to your customers, storyselling has become the ideal strategy for your team. From stories that connect your target audience with your brand, it is possible to significantly increase the sales possibilities of your team.
For a long time, companies were only concerned with informing their customers about prices, quality and differentials of their products and services. However, the last few years have resulted in a significant change. It is not in vain that concepts such as Content Marketing and storytelling have gained more space, which is why the novelty is storyselling.
That’s right, it wasn’t a typo: replace the “t” with an “s” and you have a completely different concept. It is about using the story not only to connect the reader with your brand, but also to stimulate them to buy. That is, from the emotion of the consumer, make them relate to your company and, in that way, they have a greater probability of converting.
Despite the similarity to the concept of storytelling, there are some fundamental differences that need to be understood. To help you discover them, we have prepared a complete content on this brand new concept.
What is storyselling?
Storyselling is a writing technique that seeks to tell a story to attract the audience and present, in a more natural way, what are the benefits of using your products or services. Instead of simply revealing the characteristics and benefits of your offer, you will create a story that captivates the reader and relates him to the content.
Indeed, its objective is to capture the customer’s attention in a highly competitive environment. And all without causing you discomfort, for example, since it is a more natural approach. Furthermore, it is a valuable tool for converting highly technical information into attractive content. While the narration only seeks to create that link, the storyselling goes one step further and aims at conversion.
How does it work?
Some elements should stand out when using storyselling to win more customers. Imagine that you offer services related to the performance and performance of pages on the Internet, the basic structure of your content should be the following:
- The first step is the daily life of your client, who suffers daily with his slow website and, consequently, with the little traffic.
- Then comes the trigger, the moment when your buyer persona realizes that his daily life is no longer so satisfactory.
- As soon as that trigger fires, the search for a solution begins.
- At this point, the critical choice occurs, when the reader needs to make a choice by virtue of his pain.
- At this stage, your story should present your products and services as solutions.
- Finally, the moment in which the character manages to solve his pain with the solutions offered by your brand.
Why invest in this strategy?
But, in practice, what are the benefits of investing in storyselling? Still not convinced of how this technique can generate results for your team? No problem: we have listed reasons for you to consider it in your planning. Get to know them!
Humanize the brand
The great advantage of investing in storyselling is the possibility of humanizing your brand. Content Marketing already contributes to this process, but, without a doubt, using this strategy your work becomes much more precise. When the story is well constructed and close to the reality of the reader, this relationship becomes closer and he can see the human side in your brand.
The main objective of using stories to communicate with consumers is precisely to awaken emotions. The technical content about your products or services can even solve a reader’s doubt, however, they become a more rational approach. From this perspective, storyselling allows to stimulate emotions more efficiently.
Trust is also another significant and important gain for your company. From the moment the reader identifies with the story, with its characters and with the challenges, your solution comes to satisfy that demand. Then, the user begins to trust your brand more. After all, if your offer was useful to the character in the story, why wouldn’t it be useful to him, who faces the same problem?
Create a competitive advantage
The user is affected daily by a series of messages, advertisements and campaigns. As valuable as it may be, a traditional paid media campaign, for example, may not have the impact you want. In this sense, the user can perceive it as “more of the same”. As the storysellyng is based on the bond that is created with the reader, this makes your brand different from the competition.
Diversify sales approaches
Like it or not, storyselling also creates another alternative to the sales approaches used by your team. Traditional methods are still efficient, however, this strategy can serve as a complement (without requiring very high investments) to remain relevant in the digital medium and impact leads in a different way.
How to use content storyselling?
Now that you know the reasons why you should invest in storyselling, how about understanding how to put this concept into practice? Check out our tips!
Choose the context
As during the development of any story, some basic elements are needed when creating storyselling content, such as defining a context for that material. No matter how good the quality of a content is, it will not work on its own for the purpose of increasing sales. It is necessary to create a story within a context in which the buyer person sees himself.
Find more information about your audience
It may seem repetitive, but gathering relevant information about your audience is also essential for your storyselling strategy to work. The idea is to understand what are the emotions that must be awakened in order for it to be impacted and converted. Depending on the elements of your story, your target audience may easily relate to the message.
If your audience is older, for example, made up mainly of men who are parents of young people and adults, why not explore a story that goes back to childhood and how the relationship has developed throughout the years. weather? That same content may not work for a younger audience.
Create interesting characters
It is not necessary to create such deep and detailed characters, however, it is essential that the reader interact with them. The hero of your story should always have some kind of relationship with your buyer persona. On the other hand, the villain should not be a character, but a specific problem. If you want to convince a manager to implement talent management software, the villain may be the difficulty of finding qualified professionals.
Define a goal
From the moment we talk about storyselling, the goal is to achieve conversion, right? But there are different times for a more incisive approach, so it is important to understand at what stage of the shopping journey the reader is and how your story can optimize that moment.
Identify a conflict that needs resolution
For a story to look really engaging, there must be some challenge, problem, or situation to be solved. The ideal is to try to explore stories in which your solution, product or service can appear as the way to resolve the central conflict of the message. In addition to sounding more natural, it makes it easier to create a relationship between the reader and your brand.
That moment should reach directly to a problem that the reader, in fact, has. This reinforces the importance of deeply understanding who your audience is and what their main difficulties are.
Add the solution to the value of your brand
Every story needs an ending, right? By using storyselling, the idea is to exploit the benefits and solutions that your products and services offer. The script, therefore, must be finalized so that the final solution adds even more value to your brand. In other words, the person responsible for the happy ending is, in some way, what your company has to offer.
Storyselling is therefore another strategy that your team needs to consider when looking for better results. At a time when the relationship with your audience is increasingly relevant, investing in that connection is the way to success. By following the tips listed above, you will gain many long-lasting benefits for your brand.
Although it is still very efficient in strengthening the relationship between your brand and customers, it is important to find ways to make your strategy even more attractive. After all, a competitive advantage is always essential.