Conversion storytelling: how to create texts correctly
In 2010, scientists at Princeton University found that during communication, the brains of the storyteller and the listener are mirror-tuned. In simple terms, when a person is interested in a story, their thought processes are in sync with those of the speaker. This discovery is useful in many segments, including the construction of an advertising campaign, where the mirror brain activity effect is realized through conversion storytelling.
This approach is the creation of small stories or narratives through text or images to attract customers. Properly crafted content can increase conversions, provide your target audience with relevant information or deliver effective training.
However, in order for conversion storytelling to produce results, a clear structure must be followed when creating it. The first thing to start with is intrigue, which should be at the very beginning of the introduction. It is necessary to construct the story in such a way that it reflects the interests and values of the target audience. The effect can be strengthened by communicating with the audience, discussing the events in the story or the main theses.
A prime example of a successful case study is Benji’s approach. It begins its advertising material by describing the problem of the high cost of beautiful bedding. In the course of the story, the brand offers customers an alternative – its products. Bedding from Benji is an affordable product that is as good as its premium counterparts. This message demonstrates to customers that they can buy chic bedding without overpaying. In addition, consumers understand that an expensive set will not affect the quality of their sleep in any way, which means there is no point in buying it.
The second stage is deliberation. This should contain information about the product. In this case, you need to tell about the history of the brand, its goals. In addition, it is necessary to convey to customers how the proposed product helps them in solving various tasks.
The most important stage of advertising storytelling is to give the client an understanding of what to do next. Here through the text, it is necessary to induce him to buy, to demonstrate the positive qualities and how the life of the client will change after the purchase. The information provided will help the customer to see the benefits of the proposal, its difference from competitors. Reviews that describe the characteristics and results of using the product well will be a useful tool to achieve this effect.
Even if the client is already yours, it is important to be able to retain it, which is the fourth stage of storytelling. To do this, you can keep your audience interested by publishing new stories or useful information. One option is to create an open platform where customers communicate with each other, sharing their impressions of the product.