We believe what we want to believe. Man has always invented stories to better understand the world around him. This is called the storytelling. Seth Godin is a successful American entrepreneur, marketer and author. In his book Storytelling and Marketing: all marketers tell stories, he develops the concept of storytelling for brands. According to him, marketing is a powerful tool to convince and allow consumers to appropriate the product through its history. I suggest you come back to the key concepts discussed in this book…
How to create a good storytelling?
Good stories are successful because they can attract attention in a world of information and data.
For Seth Godin, theauthenticity is the key to tell a great story. It is the essential cement to become credible and differentiate. The vision of a brand or a product is also to be taken into account. Storytelling must validate the way your audience perceives and understands the world.
Successful marketers tell stories that people want to believe!
We are very attached to the history of the product. Sometimes more than the product itself. * Apple, are you there? * ?
During the keynote for the release of the first iPhone, Steve Jobs questioned the audience: a touchscreen iPod? A phone ? A way to go on the internet?
The iPhone is more than that: it will change the world forever by reinventing your phone.
Apple, like other brands, manages to make people dream, to embed them in its history by even allowing them to become actors. The initiative “Start something new” showcased people’s creativity with Apple products. The story is now written in two: consumers and business. Information is no longer one-sided.
A good story arouses desire
Many consumers buy products they want but don’t need.
The needs are practical and objective, while the desires are irrational and subjective. This is why the growth of a business and its profitability depend on satisfying the desires of consumers. People believe the stories that captivate them by believing that the product they are going to buy will meet their deepest needs.
There are two things that separate success from brand or product failure:
- Invent things that deserve to be talked about;
- Tell a compelling, captivating and authentic story.
5 keys to make your marketing effective
The vision of the world and the references preexist in the mind of the consumer
The consumer notices and understands events according to his vision of the world. It is wrong to think that we all want the same thing. Each of us has a set of prejudices, values and beliefs that shape our personality and our vision of the world.
The vision of the world that we have does not represent what we are, but what we believe.
In marketing, it is important to be able to identify a population that shares the same principles at an instant T. Lhe mass market no longer exists. Today, we need to find enough people who share the same worldview to create a community and target this audience.
That’s why a Inbound Marketing strategy is very effective because it brings people ready to hear the right message.
The consumer only pays attention to change
We must stop looking for the formula that will instantly give an idea “successful”. No matter what is sold, the product is bought and adopted because it creates an emotional desire much stronger than just meeting a need.
To understand this, we must then get to know our brain and its behavior. To process information, it goes through 4 thought patterns:
We all compare the facts to the norm. If the message is different, we take it into account.
When the message is different, we identify the cause.
Then, we make predictions about what will happen. If our prediction is true, then what should have been a surprise is no longer so. So there is nothing new; our brains ignore information.
Our brain has just created a reference.
History is born from the first impression
It only takes us a few moments to make a decisive judgment. The first impression is then tenacious and our brains seek to justify our decision by rationalizing our judgment and inventing new stories.
But, you never know what information the consumer takes to trigger that first impression. It is necessary to standardize the points of contact. Being consistent and authentic across the board is one of the keys to success.
Good marketers tell stories we believe in
We want to believe that we are rational, but it is not; it is the stories that guide us.
Everyone in a brand has to tell a story that’s interesting to consumers. So we come back to this notion of consistency and authenticity. A story is also carried by the employee community.
People buy what they want, not what they need.
Authenticity, antidote to bullshit
We are getting better and better informed. When a story is not sincere, consumers understand it and feel it very well.
On a BtoB business for example, it is useless to highlight the superiority of the product in each commercial or marketing approach. Above all, you have to tell a story that secures the client, by giving him a sense of belonging. He must join the movement!
* our ego just went through there … *
A good story is a promise
So it’s the promise to fulfill our desires in an extraordinary way.
You shouldn’t want to please everyone. When you want to satisfy everyone, you don’t satisfy anyone.
Controversial. Originality. Provocation. Inspiration. End of shots.
A unique and remarkable story will be shared, on one condition: that it be sincere.
The differentiation lies in storytelling.