Stories have always been in our formation. They help us interpret meaning, connect with people across generations, and articulate really complex stuff in easily absorbable fragments.
An ability to tell a compelling story is now the differentiating factor for the successful digital campaign.
But there is one underestimated component which makes any digital story alive – empathy.
Empathy in storytelling is the most affordable and effective way to cut through the online noise. A customer does not align himself with promotions and offers that they will get from the purchase. Moreover, as a lot of researches on buying behavior claims that purchase decision is much deeper phenomena than the calculation of expedient spent. It’s bounded with central nervous system impulses which occur after something resonates with the customer on a subconscious level. Therefore all stories which are the main body of any content related to your marketing campaign (banners, email sequences, videos, blog post etc.) should be grounded with empathy which will press “pain” or “gain” button in customers’ mind.
However, powerful storytelling isn’t about you are your products. It’s about your potential client. It’s about his life, struggles or high moments through the prism of interaction with the product being promoted. It is necessary to tell the target audience stories about themselves and suggest how the product supplied by the company could help to bring their lives to the next level.