11/14/2023 0 Comments Brand storytelling![]() ![]() One thing to keep in mind though: the larger the gap you create between customers’ perception of your brand and their actual experience, the angrier your customers will be when the product arrives. This is storytelling, not a legal deposition. But it is ok to omit details, condense timelines or make minor adjustments to the order in which events occurred. It’s not ok to make things up in order to mislead people. ![]() Share the nitty gritty details if asked, otherwise avoid. Your audience doesn’t care exactly how something works until they’ve established that it might be able to address their problem. Similarly, there are probably specific details about the problem you’re solving or the solution you’ve developed that only you find interesting. It’s generally wise to avoid those details because they’re not relatable they’re about you more than your audience. Or maybe you funded your first year of operations with a trust fund. Maybe you slept in your car for six months until your brand got off the ground. If you’re a founder, there are parts of your story that are going to be completely unrelatable to your potential customers. If your product’s inspiration came from an unlikely source–the habits of monks, a science experiment, an ancient religion–lead with that. It grabs the viewer’s attention by throwing them into a completely new context or piquing their curiosity. So make it count.Ī good beginning is the opposite of your ending: “I was once this, but now I am that.” Maybe that’s why before and after ad formats seem to work so well in paid social!Ī good beginning is often unexpected. Think about it from your audience’s perspective–you are interrupting their busy day and stealing precious minutes of their time. ![]() We all have short attention spans, so first impressions matter. Some of you might be rolling your eyes–”We’re selling toothpaste here, not curing cancer!” But there is a reason why this tool is so powerful: it elevates your product above the level of a commodity. ” Then use this as the yardstick against which all your landing pages, ad hooks, etc. Try to develop a one-sentence value statement for your brand: “ plays a critical role in our customers’ lives because we. You do that by being authentic and vulnerable you need to tap into the deeper motivations behind starting your brand and/or the pain points and needs of your audience. The purpose of any good story is to bring you closer to the audience. The purpose of your brand story isn’t to sell your brand, although that may be the outcome. If you want a deep dive into the craft of storytelling, I highly recommend the book Storyworthy by Matthew Dicks.īut to get you started, here is a summary of some storytelling concepts from the book that you can use to craft a compelling narrative for your brand: Universal Values And it’s the difference between a brand that customers seek out and one that they ignore. It’s the difference between a night out that you remember for years and one that has you watching the clock. Pillars Of Good StorytellingĪ good story is the difference between a meeting that gets you fired up and one that drains your energy. Here is some advice on how to do just that. It’s more important than ever that your brand’s advertising and marketing provides a compelling narrative and a clear point of view. And what could be more fundamental in capturing human attention (and human wallets) than storytelling? When the going gets tough, the smart money returns to the fundamentals. Then, when iOS 14 reduced the amount of consumer data available, costs went up even more. Let’s face it: Facebook revolutionized digital ad buying, democratizing access to audiences who were willing and able to shop online.īut when adoption of Facebook ads accelerated, the company fine tuned their pricing model and costs went up. What was being arbitraged in the Facebook scenario? The value of human attention. And that’s why arbitrage opportunities rarely last for long. ![]() To keep this up, you need the first market to remain ignorant of the second. There’s a reason that so many media buyers and marketers refer to 2014-2016 as the “arbitrage era” of Facebook.Īrbitrage is the act of buying something in one market and selling it in another market for a higher price. ![]()
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