Call it storytelling, lore-casting, or even world-building. It’s all narrative and it’s converting page visitors into brand advocates.
There was a time during the flashiest era of internet marketing when we overpromised and crossed our fingers we’d deliver. It was about the product or service, or in other words, not the whole experience.
A missing part of that experience that never got sold was the story. As cheesy and appropriating as it sounds, these stories were born from people behind the brand and are meant to be carried on by people beyond it. What sets Product A apart from similarly-priced Product B is the recognition, the connection, the history or even startup story.
Facts tell, stories sell. Create effective content that does both.
It’s a different marketing landscape now. Regular people and marketers alike are tasked with connecting humans to other humans through compelling narratives, artificial interference present or not. Even while external forces like interest rates and economic policies affect the market that otherwise dictates the conversation, the evocative power of a brand with a story will still prove to be a powerful differentiator in at least a handful of the grocery store aisles and online marketplace carts across the globe.
Ready to find your narrative?
The Anatomy of a Converting Story
When it comes to creating a story that converts, there are three key elements that work together as a formidable starting point for building out your narrative.
- A relatable problem that your audience recognizes in themselves.
- A turning point: the moment something changed.
- A resolution that makes the reader feel capable, not sold to.
You may already have your story in mind or written, already lived it and conquered it and are now ready to share it with an audience who would benefit from it. Or, you may need help extracting it from those experiences and seeing the narrative within. Either way, I can help you craft a story that resonates and converts.
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