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The internet is overflowing with content ranging from reports to infographics to articles. And it keeps rising even though the average reader’s attention span is getting shorter. Many online content creators need help to hold readers’ attention for even three minutes.
Storytelling is an interactive activity involving engaging and capturing another person’s imagination by painting scenarios of a series of real or imagined happenings.
When applied to marketing communications, storytelling is unique in its ability to catch and hold your audience’s attention while successfully conveying your message. People also find it much simpler to recall a story than facts, data, or history.
To properly convey your message to your audience, your storytelling should have the same effect that keeps viewers of their favorite TV shows glued to the screen for hours. However, story writing automatically pulls this off using a few straightforward but effective techniques. This article will teach you how to make your story writing stand out amid uninspiring corporate narratives.
Put the juiciest stuff first
Readers decide whether to read your material or continue scrolling very early on. For your work to be successful, your title must entice the reader to read at least the first few words. The first few words must, in turn, create enough suspense to take your reader in a logical sequence through your work. Try to imagine your work being critiqued by a reader who is juggling several competing demands for attention.
Create an interesting main character
It is common knowledge that readers often bond with the main characters, even in cases where they disagree with their actions. It would help if you structured your main character to be relatable, authentic, and with challenges your readers share to strengthen this bond further. Your main character must also possess some qualities your target audience would find attractive.
Tell a triumphant story
While fiction authors can afford to tell tragic stories for artistic expression, your account must have a happy ending involving the discovery of your product or service. It is a good idea to have your main character or protagonist begin the narrative with a few obstacles and problems that would cause tension before moving on to develop a solution with the introduction of your goods or service. This narrative will enable your reader to experience a before-and-after journey they may try to imitate in their own life.
Keep it real
Writing a realistic story is one of the best ways to bond with your target audience. It is crucial to guard against overstating the challenges the protagonist will face or mythically exaggerating your product’s effect. This is because an unrealistic story gives your audience the impression that it remains a story that will never happen in the real world, including the efficacy of your product.
Keep it simple
It is important to note that readers drawn to your work are there for entertainment. As such, avoiding jargon, buzzwords, acronyms, complex sentences, redundancies, etc., is critical. Complexity in your expression is the easiest way to bore your reader straight out of your page, defeating the point of marketing. It is advisable to run the draft by a few persons considered to be laypeople in your field to test its simplicity. If your old-school parents can’t get it, then rework.
Summing up
Story writing can become that secret ingredient that would increase your engagement and conversion rate if applied with the correct principles. It is okay to subtly use marketing techniques such as AIDA (Attention, Interest, Desire, and Action) in your brand story. However, make sure your story retains its authenticity and is not salesy, as readers are quick to shut you off when they feel baited into another ad campaign.
That’s it! If you need help with your corporate storytelling, email us, and we’ll give your brand the story it deserves.