insight
Capturing the power of storytelling to build your brand Nick Cooper of Salt Media reveals how to forge an emotional connection with your customers Identify your hero
Understand their pain points
Offer clear and simple solutions
A common mistake many organisations make is to put themselves at the heart of their brand story, when really the hero of the story is the customer.
In almost every story, the main character has a problem that needs to be resolved. This is true in all genres, from romances and thrillers to adventures and comedy. It's your job to figure out where the conflict lies within your hero, and how you can help them resolve it.
The key to good storytelling is to keep it simple. Avoid shoehorning in too many messages at once, as it leads to confusion and overwhelm.
As a membership organisation, your role is to act as a valuable and trusted guide who can show your hero the path to achieve what they need to do or help them get to where they need to go. By tapping into your members' hopes, fears and desires, you can prompt them to take action. The first step is to identify your target demographic and find out what they need from you. Build a picture of your ideal customer, taking into account their age, job, life stage, interests, passions and pastimes. Once you can clearly visualise them, you can create tailored communications.
For example, meal-subscription services such as Gousto and Mindful Chef understand that the customer is time poor, so provide a solution that enables them to rustle up healthy, quick and easy meals from home without going to the supermarket. Conservation charities know their prospective supporters are worried about the planet, so appeal to their empathetic nature by sharing case studies which encourage them to donate.
Streaming sites like Netflix offer thousands of shows and films, but use algorithms based on your viewing to whittle down the offering to a handful of personalised recommendations. Take that on board and, even if you sell multiple products, make your message specific. If you only focus on one or two aspects of your business in your marketing, it will be clear to your audience what you're asking them to do.
What conflicts do your members face, and how can you help them resolve these issues?
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