The Content Session Four Drop-In: Storytelling. · Enter your hero: your client or customer....

Storytelling.The Content

Drop-In: Session Four

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#thecontentdropin - for any Twitter conversation.

Today we’re talking:

● Championing customers by understanding your role in the hero's journey

● Building relationships through understanding how stories interact with our emotions and leave a lasting impression

● Outlasting competition by inviting prospects who come for your content to stay for the business

/in/jjamesscribbler/ @jjamesscribbler | #thecontentdropin

What did you want?

• Engagement

• More story, less waffle

• Copy that supports growth

• Website and social tips

• Brilliant blogs


Why should we care?

According to research by Headstream, if

people love a brand story, 55% are more likely

to buy the product in future, 44% will share

the story, and 15% will buy the product

immediately.


Why should we care?

According to OneSpot research, a well-told

story can even make consumers happy to

consume ads—92% of consumers want

brands to make ads feel like a story.


Enter pareidolia.We love to personify and see ourselves in the

objects around us.

Stories activate sensory experience.

We want to do that with brands too.

Make who you are, and why you exist

personal.

You need to have an incentive beyond

profit—and your customer need to know

that.


The Hero’s Journey.

“After nourishment,

shelter and companionship,

stories are the thing we need

most in the world.”

Philip Pullman

Enter your hero: your client or customer.


➔ Every good story in existence will have this similar story arc.

➔ Your potential clients or customers are at the start of this arc.

➔ Once you meet, they are crossing into the unknown.

➔ Your content leads your hero through the unknown.

Here’s how storytelling makes its way through your brand.


Why (Story)

Vision (Campaign)

Brand (Marketing Collateral)

Sales (Products or Services)

Brands have changed. Sorry Ogilvy.

Once upon a time, Dove made its money by showing glamourous women “creaming” their skin while bathing.

The ads did incredibly well—making Dove the no:1 soap in the US for many years to come.

Once upon a time, you could have blamed Dove for making women feel imperfect.

But brands can change, and that is what is important (especially if they are genuine).

Building relationships.Outlasting the competition.

Storytelling at a campaign level.


In one of the most famous Dove films, Real Beauty Sketches explores the gap between how others perceive us and how we perceive ourselves.

Each woman is the subject of two portraits drawn by FBI-trained forensic artist Gil Zamora: one based on her own description, and the other using a stranger’s observations. The results are surprising… Building relationships.

Outlasting the competition.

Storytelling on your service pages.


Storytelling on your blog.


Storytelling on social media.


• The campaign’s impact extended beyond promoting a vision for beauty equality.

• the video was shared 3.74 million times, which makes it the third most shared video of all time.

• Sales for Dove jumped from $2.5 to $4 billion in the campaign’s first ten years.

• Dove bars became the number one preferred soap brand in the U.S. and Unilever’s best selling product company-wide.

Project #ShowUs asks women to do just that in a crowdsource-driven partnership with Getty Images and Girlgaze "to create the world’s largest photo library created by women and non-binary individuals to shatter beauty stereotypes."


What did this mean for dove?

Back to what you wanted.

Engagement

➔ Appeal to something real.

➔ Appeal to our emotions or a need.

➔ Represent a hero or heroes.

➔ Stand against/for something.

➔ Let that same story trickle down into

your messaging.



More story, less waffle

➔ Are you confident that your why (story)

relays a clear message?

➔ Have you established a bank of go-to

vocabulary for your copy?

➔ Are you taking out everything that isn’t

elephant?

➔ Is it REALLY customer-focused, or is it

self indulgent?



Copy that supports growth

➔ How does your copy build relationships?

➔ Does it go beyond purely selling a

service or product?

➔ How is your web copy an extension of

your why and your vision?

➔ Is it clear, and does it show people what

you stand for?

➔ Does it give obvious next steps?



Website and social tips

➔ Is your website an engine of change?

➔ What messaging, fragments of your

story, will you bring to your site?

➔ How will you tailor your social offering

to speak to your audience?

➔ How will your social voice act as the

same voice as your storyteller?



Brilliant blogs

➔ How can your blog offer more than

advice sprinkled with products?

➔ What information is going to help your

hero grow?

➔ What brand messaging, fragments from

your story can you bring into your blogs

for consistency (not repetition)?

➔ Do your blogs serve a purpose beyond

selling?


I went through a few before I chose Dove today...

• Coca Cola

• Nike

• Apple

• Microsoft

• Google

• Innocent

• Brewdog

• Guiness

• Amazon


I hope this has been useful to you.

/in/jjamesscribbler/

@jjamesscribbler

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The Content Session Four Drop-In: Storytelling. · Enter your hero: your client or customer....

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