The fact is, every market is completely saturated with companies that offer the same or similar products and services.
So how do you get a head start on the competition?
The answer is a lot less complicated than you might think. Storytelling!
How does storytelling apply to your business?
Simple! It inspires trust, keeps your audience emotionally engaged and compels them to click “add to cart.”
Take Nike, for example. They’ve done a phenomenal job of storytelling for decades. One of their more recent ads, “Beginnings,” narrated by Lebron James, follows him through some of the most unforgettable moments of his NBA career featuring the city of Akron and James’ “humble beginnings” as the backdrop. Ultimately, the commercial ends with the opening and phenomenal achievements of the I Promise school. When the commercial cuts back to James, he creates the kind of climactic moment every storyteller dreams.
“You know what would be really special? If there were no more humble beginnings.”
I remember thinking, “That’s a winner,” the first time I saw the commercial. They understood the impact that a soft focus on the product matched with an endearing story and impeccable timing could have. Nike has the formula!
But they aren’t in a league of their own. Certain brands understand that the key to selling a product or service doesn’t just rest in the product itself. Think about some of the brands you are loyal to…what made you try them for the first time? What made you stay? Trust me; there’s a story somewhere in there. Perhaps it’s an endearing commercial, attention-grabbing advertisement, radio commercial or the about us section of their website. What better way to display what matters most to your company than through storytelling that inspires emotional engagement?
Consumers want to feel like they are spending their money with a company they can relate to and trust. That’s why they hire copywriters! It’s our job to tell a story about your brand, products and even your consumers that encourages them to make a lifelong commitment to your company.
They say behind every great man is a woman; we like to think that behind every great brand is a kickass writer!
The balls in your court!