Getting less engagement on your brand communications? Whether it’s with emails, social posts, or even PR – then keep reading.
These two storytelling secrets can help.
A good story can turn your business news into something memorable.
Today, let’s keep things simple and zoom in on just two essentials: Hooks and People.
1. Crafting Your Hook
A ‘hook’ is a line, an image, or an idea that grabs your readers’ attention. It’s vital. Today, we all have limited attention spans (and so do your customers). Whether it’s Instagram reels, emails, or blog posts, you’ve got to hook people INSTANTLY. You need a clear, concise opening that tells people, ‘This is for you!’
Imagine a classic ‘once upon a time’ story – it’s structured with a beginning, middle, and end.
But we don’t have time for that now.
Think instead of how reels work on TikTok or Instagram. When you’re creating a reel or any short-form content, you’ve got roughly three seconds to catch attention. Yes, three!
Your hook needs to lead the story, not linger behind it.
Pro Tip: Be specific and direct. Call out who you’re talking to. If you’re speaking to founders, for instance, you could start with something like, ‘Founders, struggling to make your marketing work? It’s short, to the point, and makes the reader think, ‘Hey, that’s me!’
2. Make It About People, Not Just Products
Products and services on their own just aren’t that interesting.
We want to know the humans behind the brand – the real stories that make up your business.
That’s why customer stories and user-generated content work so well: they’re relatable, they’re base upon real-life experiences, and they build trust.
When you tell a story, don’t focus solely on the features or benefits of what you’re selling.
Instead, talk about the people who’ve benefited from what you do.
Who are they? What struggles did they have? How did you help them? How is their life different because of your product or service? Show, don’t tell.
People connect with people, not faceless brands or long lists of features. As much as possible, share stories that show real people using and benefiting from what you offer. It humanises your brand and resonates with readers on an emotional level.
Tell Stories That Engage and Connect
So, there you have it. The two foundational elements of compelling storytelling: strong hooks and a focus on people. Put them together, and you have an approach that not only draws your audience in but keeps them interested.
I hope this has sparked a few ideas for how you can start bringing storytelling into your marketing.
Let me know what you think in the comments below, or reach out if you’d like help getting started. I’ve spent over two decades telling stories for brands, and I’d love to help you tell yours.
Book a call with me here if you’d like to get your business the attention it deserves.
Happy storytelling!
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