Shearing is a commercial technique that is very popular with companies and brands. Born in the United States 30 years ago, it was so successful that professionals did not hesitate to adopt it also across the Atlantic and around the world. The principle of storytelling is simple: it is about making your products, brand or services known using narrative communication. In other words, storytelling is telling a story to create emotion between goals. Why is storytelling so popular in the marketing world and how to implement it?
Benefits of storytelling
The shear is a communication technology Which has already established itself in the USA, and has become the prerogative of well-known brands such as Apple Walt Disney, Apple, etc. In France, companies have also been successful in using this technology. It must be said that its advantages are many!
Telling stories helps grab attention
Praising the merits of a product or services by advertising is a method that has certainly proven itself, but it is no longer as effective as it used to be, especially at the level of the generation that has grown up in the age of “Internet”. Consumers are no longer as sensitive to advertising as they used to, which is considered interference. Nowadays when it became common Know a product before you buy itso brands have an interest in Focus on originality.
Storytelling offers the best Attract the audience’s attention Because you rely on real facts.
The most tangible example is undoubtedly that of the Comme Avant brand, which has adopted storytelling in all its communications to attract the audience to its products. This organic cosmetics brand attracted attention based on the story of the founder’s son, who cured his red spots on the skin with his own organic soap. The result: the product intrigued, it was tried by a few netizens, and the orders poured in en masse. Today, the Comme Avant brand delivers between 400 and 600 product orders per day throughout France.
Storytelling makes an impression
Like the tales told to children, the brand story told through storytelling will remain engraved in the memory of your goals. Some psychologists support this discourse by saying: That the message conveyed in the form of a story is easy to remember. The more emotional the message is, the better the readers will remember it, making this possible Create a more lasting relationship with customers. Customers can recognize the brand, because their story is no more and no less than that of parents who use organic products to care for their babies’ fragile skin, and who started their business this way!
Effective technique for building customer loyalty
Shearing is also used To gain customer loyalty. In fact, the emotion that the story evokes is more easily created feeling connected. In Comme Avant, for example, the fact that their story is about a small family from the south of France who swear only by the organics in their bathroom allowed other families who love natural products to feel close to them, and identify themselves in their story.
Using storytelling, I knew the brand strengthen her imageWhile her clients have been able to join her cause (here is 100% organic and waste-free), they are more inclined to stay loyal to them, and no longer go anywhere else.
Telling stories to stand out from the competition
Promote its products and services via Storytelling is a particularly effective way to stand out from the competition. First, because your story may be unique, and second, because it may inspire others. Show the emotions your story evokes A different perspective on your products and servicesYou think outside the box, and using this technique, you can demonstrate in an original way how you stand out from the crowd.
How do you use storytelling to communicate?
Storytelling is beneficial at many points for the company, but you still have to tell your story! As with all other trading techniques, it is essential Follow some rules To succeed in her storytelling-based communication strategy.
The reason you are instead of a presentation
If we take the example of Comme Avant, the goals will be more concerned with how the company was born (parents who were looking for the best solution for washing and caring for their children’s fragile skin), rather than a simple presentation.
Thus, instead of the famous “About” section dear to all sites, Choose instead “Our Story” And tell how you came up with an idea for your concept! This will pique readers’ curiosity even more!
Emphasize the benefits of your product/offer
It is common, and even necessary, to inform your customers of your products and offers. In storytelling, we don’t just detail the ingredients and their properties, otherwise there will be no difference with the product sheet.
By choosing narrative communication, you must go further and Emphasize the benefits of your product.
Adopt a tone that adapts to your goal
Storytelling will never be as effective as if it was well understood by its target. That’s why you should Pay special attention to the tone you use to tell your story. Dotting everything with personal anecdotes humanize speech and facilitate identification.