People resonate with stories because it becomes part of them. It is for this reason that sales psychologists have discovered the science behind “Saying Yes” vs. “Saying No.”
Most consumers say “No” to purchasing due to objective reasons. The other side of the coin is just as intriguing: most consumers say “Yes” to purchasing due to emotional connections. Thus, if you wish to connect with an audience and have them buy into your brand… you must tell captivating stories!
5 Steps To A Captivating Story
1. Identify The Hero
Always focus on the customer’s experience. Make them your brand’s heroes.
2. Define The Struggle
Audiences love it when the struggle is compelling, relatable, and requires courage to overcome.
3. “The Dungeon”
The dungeon is perhaps one of the most important aspects of the Hero’s Story archetype in storytelling. The reason is this: The dungeon makes the hero — without a dungeon, there cannot be a rise to victory.
4. The Rise To Victory
Victory stories are all about the HOW. Share the path and the journey your hero took to get to where they are now.
5. The Resolution
Every story needs some type of end. It allows the audience closure to the story and a sense of vicarious accomplishment. Happy endings are a great type of resolution 🙂
As shared in our video on where you should be spending your marketing dollars, when content clutter occurs, the competitive differentiator in media becomes production value. While production value often means using high quality equipment, it is the STORY that matters more.
“A cherished work of art is found in the paint on the canvas more so than the frame which surrounds it.”
If you have any questions about how to best leverage media productions to successfully share your brand story, please don’t hesitate to reach out. I’m pretty accessible and tend to respond pretty quick 😉
Ben Fung, DPT, MBA
Co-Founder, COO, UpDoc Media
Co-Founder, CFO, Recharge