What is your story?
When you are introducing your product or service to your target market, you want to make sure your storytelling is aligned with what your clients need and want. A message that misses the mark will not resonate with your prospective clients and ultimately waste your time and money. Here are the steps to ensure your storytelling and image campaigns are a success.
1) Understand what is important to your target market.
Research is crucial to a successful storytelling campaign. The story you tell needs to resonate with your target audience. Is there already published industry research on what is important to your prospective clients? If not, you should conduct your own research with your current clients or past prospects to get a better understanding of what is important to them.
Many businesses mistakenly make assumptions on what they think their clients want. That is one of the leading causes of business failures. Once you determine some of the hot-button issues that your customers want, then you need to build a story that will demonstrate your value in those areas.
2) How to build an effective story that sells.
Once you understand what is important to your prospective clients, you need to clearly address their needs and wants in your storytelling image campaign. Here is an example of a storytelling image campaign Story Trainers developed for our partner company, OTA Talent.
Our research showed most clients were unhappy with agents because a lack of communication. Simply put, our research showed clients were upset when there agents would not answer their phone calls. Here is the campaign we developed that address this top-of-the-list issue many clients said they had with their agents. Story Trainers created a series of high-impact, results-driven Dynamic Animated Graphics and video image campaigns. We drilled down to the most basic element of client’s concerns and showed a telephone in our storytelling campaigns!
In addition to spotlighting the weaknesses our research found in many agents, we also found out what clients wanted in an agent. The next phase of our OTA Talent storytelling image campaign focused on what clients wanted in an agent and how that aligned with OTA Talent’s core values.
Through powerful storytelling, impactful image campaigns and a defined, story-based sales cycle, Story Trainers helped OTA Talent skyrocket revenues by a staggering 24 TIMES! The agency increased staff size by 8 TIMES and exploded client growth, either doubling or tripling the agency size each year.
Story Trainers accomplished all of this with a low customer acquisition cost, leveraging OTA’s reputation and viral aspects of this dynamic image campaign.
3) Know where to deliver your story.
Once you build a powerful story that will resonate with your audience, you need to figure out the best way to deliver your storytelling campaign. If you are targeting Millennials, you will not find them if you launch your brand campaign in newspapers and on terrestrial radio. Your demographic is not consuming that type of media. In this case, you will want to focus on a strategic digital and social media campaign.
When you research what your prospective clients want, it is also important to find out how to best connect with them once you identify their needs. Even if you are not in the same demographic as your target audience, it is crucial to understand how they consume messages and how they will ultimately connect with your story.