
Did you know that storytelling is part of communication?
The best storytellers create fluid messaging that meets customers wherever they interact with a brand. Whether it’s in an actual store, via social media, or through written content, a good story helps customers to learn more about the company’s products and services in the places they prefer.
Authentic storytelling also means as author, you create a single trusted voice to use in all of your marketing and outreach materials. While defining your brand voice is a first step to being seen as genuine among prospective buyers and users, you must be aware that telling your story won’t be the same across all channels.
The customer journey consists of the following steps:
- Awareness
- Consideration
- Evaluation
- Purchase
- Experience
- Loyalty
- Advocate
… and storytelling should be a part of each step.
Customers also have expectations on what they want to see and received, so the story has to include relevance, personalisation and brand value, otherwise the customer will lose interest.
The bottom line is that the more specific a brand can be to a user’s interests and needs, the more likely they will end up getting a sale!
In this article, Aerien Mull, VP of creative at Brunet-García discusses authentic storytelling in healthcare: https://musebycl.io/health/why-authentic-storytelling-so-critical-healthcare
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