Yesterday, we talked about how to build up curiosity as a hook to grab a reader’s attention. Now that you got the attention it’s time to tell the story.
There are several books teaching storytelling for business; storytelling your brand; storytelling your personal story available for purchase. They all present the elements of storytelling: Theme, plot, setting, character development, conflict, and tone.
Strategic Storytelling uses a persuasive argument in a story format to engage and motivate the reader towards a specific action. Unfortunately, that is not what these books are teaching. They are teaching their readers how to develop a story script. I feel as I’ve returned to my English 101 high school class to learn writing comprehension—not persuasive arguments. So, what does a Strategic Story look like? Let’s look again at Droiple’s story and break it down.
Droiple doesn’t begin their story with their history, victories, and awards. They start off with identifying the clients present concern, anxiety, or fear in investing more money into a market that continues to change and fluctuate daily:
“You want more paying customers but you’re afraid your marketing won’t work and you’ll lose money.”
The analytics say you are getting the clicks, so where are the customers? If you got them to visit your site how come they aren’t following through to the last step?
“When a potential customer visits your website they’re interested in your products or services and should become your customer, right? But they don’t, why not? It happens because life’s busy and they need a reminder that they’re interested in doing business with you.”
This next agreement step is important because it builds a relationship of understanding. It’s your money and time and you are not getting what you paid for. Let us help show you how to lead the same customers that drifted away back to you.
“You invest time & money to get potential customers to your website, only to see them drift away & simply forget about your business. Don’t let this happen anymore. We’ll help your business turn website visitors into paying customers.”
“The process is called re-marketing. It’s affordable and you need to start doing it. Otherwise you are losing business.”
The story ends with light at the end of the tunnel. This process will not only make money for you but also act as marketing insurance (a visual analogy).
“Re-marketing will make you more money and protect you from losing customers. It’s like marketing insurance.”
So, let’s summarize the major points:
- Identify the needs, problems, fears or anxieties of the client.
- Identify the frustrations the client has already experienced.
- Build a relationship of empathy and goodwill.
- Introduce your solution to your client’s need or solution desired.
- End as a mentor\guide with the assurance you have what the client needs.
Remember, the Strategic Story is not about you, it’s about building a relationship with your client. Identifying client fears and their needs. Do you have any questions? Let me know. I’m also available for private consultation.