Storytelling is one of the most powerful tools in today’s marketing landscape. Although its history goes back hundreds of years, developments in technology and increasing number of communication channels, make it popular again.
What is Storytelling?
With a business perspective, storytelling can be defined as sharing business stories with your target audience to engage with them. By using business storytelling, you can tell the purpose of your startup, who is behind it, what it stands for and what it has achieved etc.
Benefits for Startups
A startup means a brand-new story. As a startup, you are at the very beginning of your journey. So, it is the right time to build your story. Having a storytelling strategy helps you not only to introduce yourself correctly but also to make a good start in building a strong brand identity.
With storytelling, you can connect your startup with different stakeholders including clients, prospects, partners, potential partners, investors etc. Storytelling also helps you to;
-Attract a large audience
-Connect with people on an emotional level
-Have an advantage over your competitors
-Increase customer loyalty
To succeed in storytelling, you need to focus on each element of your story. A good story fits the audience, speaks their language in a way that is touching and inspiring. It also offers some emotional details that allow readers to engage with. By following the tips below, you can make the best of storytelling as startup marketing tool.
Consider your audience
Without knowing who exactly your audience is, you cannot catch the right tone to tell your story. First of all, you need to understand the demographics (such as gender, age, interests etc.) of the specific audience you are targeting. This will allow you to speak their language and build your story with the messages they can engage with.
Include personal elements
Good stories give the audience something they can relate to. That is why, putting something personal, like an experience from your own life, your feelings etc. will make your story come alive. In other words, by adopting a personal tone, you can make your story touching and inspiring. Personality gives a flavor to your story, makes it appealing to others and differentiates it from dull marketing content.
Don’t ignore sensual details
While you are sharing a story, do it in a way that lets your audience envision the details. You need to get your audience to have a similar feeling like yours. In other words, tell a story which helps people see, hear, taste, smell, and feel your message. By providing details that help your audience easily empathize with, you can connect with them on an emotional level. This allows you to persuade your audience through your story in a way that builds trust and loyalty.
Use a story structure
People tell stories for ages. Even topics and methods vary today, some basic points never change. Basic story structure includes the following stages: ‘setup’, ‘conflict’ and ‘resolution.’ The same structure can be applied to startup storytelling in different forms like blog posts, emails, case studies and pitch decks. While ‘setup’ can be used for introduction; ‘conflict’ can define the pain points and needs of customers and finally ‘resolution’ introduces the solution which can be a product, service or new approach.
Use the right format
Today, the number of communication channels we have is higher than ever. And each channel allows us to tell our stories in different formats; including text, photograph, video, podcast and so on. These formats have a huge impact on storytelling: they determine how we tell our stories. That is why, choosing the right format is an important decision to make in startup storytelling. While choosing the format, consider; the overall goal of your story, the message you want to give, the preferences of your audience, the channel(s) you are planning to use, and decide accordingly. Of course, you can use different channels and formats simultaneously; but you will need to adopt an integrated approach. Thus, each channel and format will work together in harmony to give a consistent message regarding your story.
As a startup, you are at the very beginning of your journey and it is the best time to start building your story. When crafted strategically, storytelling helps you to tell your audience; who you are, what you do, what you know about their pain points and what you offer as a solution. By combining story elements with personal details, you can produce a feeling of familiarity and trust which result in stronger connection with your audience.