What ads do you remember? For us, it’s one from 24 years ago, a 1999 Bud Light commercial where two men face a seemingly impossible choice. They stand in front of a cashier realizing they don’t have enough money for both items in their cart: toilet paper and a six pack of beer. It’s one or the other, and after they pick the beer, the cashier asks, “Paper or plastic?” They respond in unison, “Paper.”
There’s another we remember too. It’s from 2022 for Samsung’s Galaxy S22 Ultra, and it stars a tarantula falling in love with the back of a phone – presumably because its camera lenses resemble the spider’s eyes.
Both ads tell cohesive stories within their 30 second runtimes. Both have arcs where main characters confront some sort of dilemma (Sophie’s Choice and a star-crossed affair, respectively). And both resolve in a way that cements its company’s brand identity.
Storytelling is crucial for a successful marketing campaign. It humanizes your company, and it helps communicate your values and aspirations to a prospective audience. But, how can you master storytelling? Here are some tips to get you started:
Know Your Audience
Before you can tell a compelling story, you need to know who you’re telling it to. Understanding your audience is key to creating a narrative that resonates with them. You need to know their values, their aspirations, their pain points, and what motivates them. Conducting market research, analyzing consumer data, and creating buyer personas can all help you gain insights into your audience’s needs and preferences.
Define Your Brand’s Story
Once you know your audience, it’s time to define your brand’s story. What are your brand’s values, mission, and vision? What sets you apart from your competitors? What are the key messages you want to communicate to your audience? Your brand’s story should be authentic, compelling, and consistent across all touchpoints.
Create a Narrative Arc
Every great story has a beginning, a middle, and an end. The same goes for your brand’s story. Your narrative arc should take your audience on a journey, from problem to solution, from challenge to triumph. It should be structured in a way that keeps your audience engaged and emotionally invested in the outcome.
Use Emotion to Connect with Your Audience
Emotion is a powerful tool in storytelling. It’s what creates a connection between your brand and your audience. Whether it’s through humor, empathy, or inspiration, using emotion to engage your audience can help you create a lasting impression and build a relationship based on shared experiences.
C Squared Social can help
Mastering the art of storytelling can transform your brand by creating a connection with your audience that goes beyond just selling products or services. At C Squared Social, our team of seasoned marketers can distill your talking points into a clear and compelling narrative – one that is salient, effective, and most importantly, memorable. So, we return to our first question: what ads do you remember? Or better, what do you want your potential customers to remember?