Being real and honest creates trust that your customers or audience appreciates. Creating emotional and personal stories shows your audience that you are human too.
Show that you are more than the company, service, or product you are providing. That you truly want to support and drive their future in a positive way.
Emotions drive actions and create longer and stronger connections between you and your customers. Driving your company further and increasing your success in the long term. When you can connect emotionally and personally, you can better communicate with your target audience and foster a relationship that breeds and sustains success for you and your customers.
Tips to help create a more emotional and honest brand story:
Fully Understand Your Audience Struggles and Interests
To build emotional connections, you first need to understand who you are talking to and the type of struggles or situations they deal with daily. Then find similar stations or stories you can share to show your audience that you understand, and with that understanding, you are the best person to help.
Use Your Customer as The Star or Hero of The Story
While it's easy to make stories about your business saving the day to make a deeper and more emotional connection, use your customer instead. Empower them with your products and show them what their life would look like with your help.
Be Unique and Authentic
Start with a story that shares your values and is authentic to your beliefs and goals as a brand. Find a story that is real and avoid fabricating unless it teaches a real and honest lesson that inspires your audience in the right direction. Forcing or faking emotions is obvious as you can't fully if you've never had the experience yourself. Don’t make your audience run from your dishonesty.
Create and feature characters that your audience can understand, care about and relate to. Use real-life examples from your past and obstacles you've overcome. Find a way to show your customers you know them.
For example, don't use characters that can't possibly understand the struggle your same audience goes through, just like weight-loss advertisements using before and after pictures of people who never really need to lose weight in the first place. If you are in this industry, you need to advertise real people in real-life situations.
Overall, the key to an emotional story is staying authentic to yourself, your company mission, and values, and fully understanding your ideal customer's struggles and needs. The more you educate yourself about your audience, the more relatable and powerful you can develop your brand's story to get them to take action and become a loyal customer.
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