Storytelling is a powerful way to communicate truth. For years now, franchises acquired customers by telling good stories. In light of this, we’ve examined the best stories to extract five tips of good storytelling. While these can certainly be used by all, we’ve tailored these toward internet marketing. In other words, we hope you’re using your website to tell your story.
1. Move Us to Act: Use “Hinge Moments”
Hinge Moments Keep Prospect’s Attention
Hinges keep us on the edge and create excitement. Since you have a prospect’s attention for a minute or so, think about hinges when telling a story. It could be a life calling, an act of desperation, a series of fortunate and unfortunate events. No matter its contents, its substance is clear: something meaningful happened. And it changed everything.
2. Cut the Fuzz
Fuzz is the stuff between hinges, the details, the dates, the material leading to your hinges. Whereas hinge moments are active and interactive, fuzz is descriptive and passive. The difference between fuzz and hinges is the difference between Die Hard and your friend’s summary of it. It’s just not as good.
3. Tell Your Story, Not a Tale
What’s the difference?
Tales touch on life but get lost in the imagination. Stories, however, touch on factual events and remain truthful. Everyone recognizes a tale from a story. Here are some examples:
TALE: Improve your marketing strategy with just one simple step!
Story: This is Ray, and this is how he made a six figure income with his method.
TALE: Free iPAD if you click HERE!!!!
Story: Here’s five ways to save money for expensive gadgets.
Stories are believable, Tales are not
A tale appeals to fantasy. A story makes an argument. So avoid the language of tales. Your prospects aren’t going to trust you if your purpose is so obviously directed toward yourself. It’s certainly tempting to tell a tale, because you seem to be gripping clients, but it’s a pseudo-grip, one that’s released when the tale is found out.
4. Prove Your Story is Unique
Use your story to make a point.
This point can be a number of things from manifesting your uniqueness, comparing yourself to competitors or to strengthen your local brand name. Whatever your point may be, make it obvious and succinct.
5. Research Your Audience
Franchise marketing is not one big attempt. It’s broken into niches. You have your pizza franchises, fast-food franchises, car franchises, books, electronics, smoothies. Every franchise has specific content, and must take this niche into consideration.
Your niche is your purpose, brand and audience – the fast-food audience, the maintenance audience, the book worms, the smoothie moms. Do your research. Know your audience.
In conclusion, use these five principles to tell a better story. Your goal is to increase your audience, your readership and your prospects.