Good storytelling includes putting facts on the table as well as additional information that brings the reader closer to the storyteller.
The point is to weave a compelling story that appeals to the reader so that they really care about the outcome of the story. The more a customer cares about your story, the longer they will stay customers and demonstrate brand and product loyalty.
Create a series of emails
A good way to prepare your audience for a moving story is to start small and deliver the story to pieces via a series of emails. Keep each email short, around 350-450 words, and to a small point.
Using video for part or even for your entire story can help bring more emotion to the story, as people generally feel more emotional when looking at people and pictures than just reading text. Using both text and video can be the best of both worlds.
Text and video testimonials from your happy customers can spark emotion in those who have not yet purchased from you because they will want what your happy customers want. They will also trust you more when the videos are very authentic and real.
Putting customers first
In every story, it’s important to put your customer first. Get to know all you can about your customers and incorporate what they care about into your stories. It shows that you know them well and that you can talk about the things that concern them most.
Get attention with negative stories
Pull the emotional strings to draw their attention to the negative aspects of a story that will be resolved using your products or services. You don’t want to traumatize your clients, just evoke emotions.
Calm fears with positive stories
Mitigate the negative with positive stories from people who have used your products and services with good results. Bring them back after you shoot them.
Reinforce with neutral stories
Tell them “who, what, when, how and why” of your products and services using stories to guide discussion that are less emotional and volatile.
Recognize the relationship
When telling a story, it’s important to recognize the relationship between you and the recipient.
Remember the imagery
It is important to make sure that the images you use match the emotions you are trying to evoke, otherwise your story will be confusing for the reader / viewer.
The point is, emotions drive us to do more than we would like to think. From buying a house to choosing a book to read on the weekend, we are more driven by our emotions than by logic.
However, when trying to evoke emotions in your viewers, it is important to also bring in some logic so that your viewer or reader trusts you to buy what you are offering. Otherwise, they might feel like you are manipulating their emotions too much.