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Get Your Story Straight: How to Write an Irresistible Brand Story That Converts
Each of us is starring in our personal reality show, but most companies focus their marketing on what they offer. If your marketing focuses on your business and what it offers, it's a commercial, and there aren't many commercial enthusiasts in the world. To position your business as the ideal solution to their needs, develop a brand story that focuses on your customer's needs.
Why Brand Storytelling Matters
Brand stories force the brain to focus on the story. When done right, your marketing will be more compelling. And studies have shown that people remember facts 22 times more when presented in story form. Are you willing to give up the spotlight? If you do, your opportunities for success are endless.
My Brand Storytelling Journey
When I started my copywriting business, I aimed to develop a brand voice that established my authority and featured my services. Yet, once I discovered the concept of Brand Storytelling, I questioned my approach. I wanted to be in the show, not the commercials!
I began my quest to develop a new brand story. Once I finished, I incorporated my new client-focused approach. Then came the hard part— I revamped my entire marketing campaign and assets. Was it worth it? I outpaced my Q3 projections by early Q2 in 2022.
How To Become A Badass Brand Storyteller
Adapting your company's story to resonate with your reader will change the course of your business. Here is a method to help you discover yours:
1. Give Your Hero A Voice
Start by identifying your Hero and the main problem that your offer solves. Take it one step further and ask yourself what their underlying need is. And to get to the nitty-gritty, ask yourself why these two problems are plain wrong. Every great story needs a villain, and this is an excellent way to identify your reader's villain.
Take a Nespresso coffee machine. It's marketed as a luxury item. The villain of your Hero's story is coffee machines that make lousy coffee. Their external problem is that they want better-tasting coffee. Their internal problem is that they want their coffee machine to make them feel sophisticated. The philosophical problem? They shouldn't have to be a barista to make gourmet coffee at home. Your villain could be coffee makers that don't live up to the hype.
2. Empathize
Speak to their underlying needs to position yourself as a trusted guide. That will compel them to follow your message to the end.
3. Build Your Case
Help your reader visualize the success they'll experience with your company by identifying 3-5 examples. Now describe 2-5 failures that your solution helps them avoid. For example:
Successes
Better tasting coffee
They have a happier start to their day
No more disappointment with subpar coffee
They can make coffee better than Starbucks without leaving the house
Failures
Disappointment in quality
Doesn't give you the motivation you need in the morning
4. Lead The Way
Now that your future client is engaged lead them to your solution by including 3-4 clear and actionable steps. For example:
Visit our website and check out our latest flavors.
Use this 15% discount code to place your Nespresso order today
Enjoy free shipping when you spend $150
5. Wrap It Up In A Bow
With these insights, you can determine the overarching message you want to convey to your target audience. Thanks to the work you've done, you'll be highlighting your company as the solution to their problems- even ones they didn't know they had!
When you buy a Nespresso machine, you'll never be disappointed by your coffee again. Your mornings will start with Nespresso's frothy deliciousness, setting you up for a great day. And you'll have a variety of flavors to choose from. No more boring old coffee or coffee that leaves a bad taste in your mouth. You'll be making better coffee than that barista down the street.
Brand Storytelling For The Win
Redirecting your company's story will lead to growth and better client relationships. You'll notice faster conversions and more activity in your sales funnel. Brand storytelling is how to reach the next chapter of your Success Story. Time to start writing!
If You Need Help Writing Your Brand Story
I offer a few options for help with your branding. I work with new businesses to develop their branding and marketing assets like lead magnets, blog content, and email sequences.
Sometimes a company's brand voice gets a little fuzzy over time. I offer the Branding Academy for Wayward Companies, in which we review all your marketing assets. I then make any changes needed to get you back on track.
And finally, for those on a budget, I offer a DIY package. It includes a templated guide, a Trello board to keep your branding organized, and several individual consultations to help you brainstorm.
Reach out if you'd like to save your time for more important things while dramatically increasing your revenue.