Build Connection With Your Audience | The Power of Storytelling
The year was 1987.
A coffee company captured the heart of the nation.
And they kept hold of it for 6 whole years.
I am of course talking about the Nescafe Gold Blend serial ad campaign, starring Anthony Head and Sharon Maughan as two neighbours who fell in love over the course of twelve 45 second adverts, and a cup of coffee.
I was 6 when the first ad came out. I don’t remember much about my 6th year of life, but I sure as heck remember those adverts.
I remember my mother summoning us to the living room, announcing the arrival of a new instalment. I remember gathering round the TV to watch Tony and Sharon as they continued their delicate flirtation around those teeny tiny cups of coffee.
Along with almost every other household in the UK.
We were invested. We needed to know what would happen next.
The result?
A novel, a video compilation, two CDs, and an American remake.
And sales of Nescafe Gold Blend went through the roof.
But how come those ads were so successful?
Granted, I have a bit of a thing for Anthony Head. That man could sell me a chocolate teapot. But that wasn’t the thing that skyrocketed coffee sales between 1987 and 1993.
The ads worked because we cared about the characters.
We cared about their story. Their slow burning romance. The fact that every 45 minute segment ended on a cliffhanger, leaving viewers itching to find out what would happen next.
Because humans love stories
Stories capture our attention. They engage and entertain. They highlight common ground.
When done right, they create connection.
You know how we have a logical left brain, and a creative, feeling, intuitive right brain? Well, your memory lives in your right brain.
Alongside your creativity and emotion.
That’s why people are 55% more likely to remember something if it’s told through a story.
So, if you want to make an impact, logic and facts alone aren’t going to cut it. You have to poke at your audience’s feelings.
Because 70% of the time, we make decisions based on how we feel.
And stories move us.
How many times have you been inspired by a happy ending? Or a tragic one? There’s a reason they use fables to teach kids in schools.
It works.
Okay, this all sounds great, but do I need two big stars and an expensive ad campaign?
No, you don’t. But if you do happen to have Anthony Head’s number…?
There are a bunch of ways you can use storytelling in your copy to create more impact.
Your Brand Story
Craft your brand story.
Whether that’s an origin tale or a narrative about your people, a brand story will show people who you are, the things that are important to you.
Your values.
By highlighting your values to your audience, you create connection, trust, and resonance.
Because people buy from people who are like them. It’s just how we’re wired.
Testimonials and Case Studies
Okay, so you know that case studies create trust through social proof. But don’t just list stats and facts. Engage your audience with a story that has a clear beginning, middle and end.
Grip them straight away with an intriguing set up or characters they can identify with.
Get them to see themselves in the tale.
Add jeopardy, raise the stakes.
Build the tension to keep them on the hook.
Before landing the spectacular finale. Where life is so much better with your company.
But don’t stop there
Storytelling will enhance any kind of copy.
Whether it’s an intriguing intro to a blog, a short story weaved into a landing page, or a home page that immediately places the reader at the centre of the action (like this).
Craft a tale that appeals to your audience’s desires and arouses their imagination. Inspire them while saying ‘hey, we’re humans over here, just like you!’
Remember every John Lewis Christmas advert for the past few years? Yeah, like that.
But I’m not a writer, you say!
Well, that part’s easy. I am. I’m a storytelling copywriter, the best kind.
Because I’ve been obsessed with stories since I was old enough to listen, and I’d love to tell yours.
Whether you have a concept you want to build on, a brand story to tell, or you need to refresh some existing copy to make it more engaging.
Get in touch for a free consultation, and I’ll start scribbling.
And erm, if anyone does happen to have Anthony Head’s telephone number…