There are several ways to tell a story.
“Tim rode his bike for the first time in the garden”
Can also be written as;
“One bright Sunday morning in the middle of June, Tim went out with his new bike and rode on it for the first time in the garden.”
The difference between the two stories above is one gives more context than the other.
You might have asked yourself what business has a creative writer to do with marketing?
Storytelling or story weaving as I like to call it, is an art of utmost importance in marketing; whether you are writing a copy or a proposal or marketing plan or pitching an idea to investors, it is important that you tell a story. Your target market needs to know who you are, what it is you are selling and after they find that out, they need to know why they should buy it and if they are convinced of the why, then they would love to know where/how they can buy it.
Where most brands get it wrong is, they get lost talking about themselves and don’t remember to talk about why the customer should care who they are which is why the first step to take before you begin weaving your brand story is, mapping out your target customer base and getting to understand these customers. Never forget, the existence of your business depends a lot on your customers. It is around this understanding that your brand story is weaved.
Following right after is the introduction phase. This is the part where you get to tell your customers who you are. It is important to know that first impression will get you a long way. ‘Who you are’ can come in different forms but strive to ensure that this part of your story is something your customer can relate with because this is the first step to forging a relationship with your customer.
One characteristic of a good pitch or proposal is it presents itself as the solution to a problem. In presenting your product or service to your customers, it is ideal to think of it in terms of what value it will be of to your customer or what existing problems it can solve. You cannot sell a lawn mower to a person who lives in the desert so it is ideal to identify the existing problems your target customers are faced with and figure out how your product or service can be a solution. This point is important to keep in mind when discussing your product.
Finally if you’re able to cross this bridge and your customer has gone across with you, you’ve done the hardest bit. As for the aspect of where/how your customers can buy your product, all you have to do is ensure that it is readily available and accessible to your customers because convenience is a very attractive feature in marketing any product so ensure to include this in your story.