You can't bore people into buying from you

content tell a story

You can't bore people into buying from you

Once upon a time, there was a fantastic company whose product was exactly what was needed in the world. But, the company was locked away in a dark, dark corner of the internet because nobody could find them. Everything seemed hopeless until the brand investigated to find out where they were going wrong.

Tell us something we don't know

Consumers today want more than facts, data, and more of the same old reasons they should invest in your brand. They will go on the internet and find out all this information for themselves in a matter of seconds. They will also find your competitors, their competitors, and their competitors' competitors all spitting the same details on why they're the best. You can say this as many times as you like, but potential customers have heard it all before. They won't be able to differentiate you from any other boring brand they stumble upon.

Saying is different from telling. People love to hear stories, and telling a story is a great way to connect with people. We love to hear about situations similar to our own. We love to hear about crazy things that have happened to other people and could happen to us. And, we love when we are exposed to new ideas, new information, and things that will make us think in different ways. This is how you connect with your customers, by telling them something they didn’t know they wanted to hear.

Make them feel something

A great story isn’t the one that is the most action-packed. Nor is it always the best written, although great writing is essential when it comes to content marketing. The best stories are the ones that make you feel something. This is what your brand should be aiming to do.

For example, if you tell a story which addresses a common struggle that many people face, and your product is the solution, people are more likely to be able to relate to that story. Then, they are amazed at the simplicity of the solution your company offers, on something that has been bothering them for so long. They begin to trust you. They believe you are the ones who really understand what their problems are, and they want your product.

People like stories the most

This strategy has worked time and time again, and will continue to work for as long as people are people. It's in our nature to want to form connections, be entertained, and learn. And, if you still aren’t convinced, there is research to prove our point. Pennsylvania University found that physicians remembered information about using anaesthetics better if they were offered the information as a story about a patient called Frank.

Numerous studies into memory have found people retain information better when it is presented as a story. But, importantly, a study conducted by The Journal of Marketing Theory and Practice found that regardless of the content's subject, the success of a content marketing post is defined by its structure. It just turns out that people liked stories the most.

Captivating audiences through storytelling is what we do at Coster Content. But, telling a good story is not all it takes to create fantastic content. We will design a bespoke marketing plan for your business to make these stories stand out, helping turn potential customers into loyal ones. To take the first steps, get in touch with us today on 07462 455 895, for an informal chat about what we do.

Alia Coster