Captivating Your Audience Through Creative StorytellingPrint Now
Marketers have long searched for the best way to captivate their audiences. Whether it’s a print ad, a video or a blog post, creative storytelling will help attract customers to your brand. Read on about how to effectively implement this into your content marketing strategy.
How Do You Tell a Creative Story?
Storytelling itself is an art as old as language. We tell stories through books, news reports, movies, and more. We regale friends with tales of wild weekends, our kids with bedtime fables. In marketing, you would tell stories to evoke a targeted emotional response that gets the audience to connect with your brand. The creative component consists of the medium, structure and delivery you select for each of your stories.
Why Use Creative Storytelling?
While weekly print ads, banner ads and giveaways may capture your audience’s attention in that moment, they may not leave a lasting impression. That’s because the information is simply handed to them. After all, “25% off” and “click here” are self-explanatory. Such tactics don’t evoke an emotional response, and don’t require the audience to dig deeper to find out what your company or product is about.
As humans, we’re naturally always looking to discover something new, something that helps us become a better version of ourselves, something to which we can truly relate. A creative story speaks to your audience’s desires, fears, goals, imagination, and core values, and marketing with creative storytelling is most successful when you’re able to connect with the audience on these deep and personal levels.
What Are Some Key Elements of Creative Storytelling?
There is no definite success formula for creative storytelling. It depends on the medium you use and the message you want your audience to take home. However, many effective stories share some of these key elements:
- Speak to your audience’s experiences and emotional responses to those experiences. What do they want to achieve or learn?
- Be efficient with time, space, language, and theme. Even the most compelling message can be diluted through length.
- Find the best possible time, place and medium in which to tell your story. Pay attention to lighting, color, tone of voice, etc.
- Make sure the message aligns with your overall brand strategy.
- Open strong to captivate your audience from the onset. Think Martin Luther King Jr.’s “I Have a Dream” speech.
- Give your audience the pieces, not the completed puzzle. Your story should have at least one good “aha” moment.
- Weave in mystery and wonder to get your audience thinking, feeling and talking about your story long after it’s told.
- Know your boundaries. Evoking your audience’s fears, dislikes and insecurities can be a double-edged sword, so tread with caution if you take this route.
The Bottom Line
At the end of the story, it’s important to align the audience’s values with those of your brand. Stories are the spice of life. They speak to us in ways that facts and figures can’t, to the values and emotions we hold dear. No matter the medium – video, image, speech, or text – your story should be focused, and its message prevalent. Use color, imagery, creative design, tone of voice, music, and other tools to make your story flow and shine.
What powerful stories do you have to share with your audience? Capture their imagination through the art of powerful, genuine storytelling, and your brand will truly stand out.