The 6 Types Of Storytelling You Can Use With Site Content
Storytelling is a powerful and compelling way to help promote your business and sell products, yet many businesses never even try and use it. In many cases the lack of use is related to not being aware of this persuasive content method. As a top web development company we are very aware of the power behind storytelling in both crafting a website and its’ content which is why today we wanted to share with you the 6 types of storytelling you can use with site content to help increase conversions.
The Power of Storytelling
Plenty of people use storytelling like a buzzword without taking the time to understand it or the influence that it can have in a wide variety of environments. The true value or power of storytelling is in its persuasiveness. Unlike charts and graphs that can provide hard, factual information, stories can help sway an audience by triggering emotions and finding common ground.
Diet and exercise companies specialize in this type of content generation. Rather than give you base numbers like, “1500 people used this product and the average weight loss over a 30 day period was 2.25 pounds,” they tell a story about the working mother of two who only has 20 minutes a day to exercise and while using this product lost 20 pounds in 60 days.
Who cares that the small print states, “Results not typical”? The story is motivating to anyone in that same boat, which is usually a good percentage of the target audience for that product if the marketing company knows what they are doing. Of course that type of story is just one of the six common types we use in marketing to relate to people.
6 Types of Storytelling
- Why I am here – This style of story allows you to share your motivations for doing what you are doing (or selling). Often this allows the teller to connect to the audience based on similar experiences that both lead you to the same point and now you want to help them move past that.
- I know what you’re thinking – This is a very popular style with video content. It allows you to anticipate arguments or sticking points that occur in a conversation because you consistently use the line, “I know what you are thinking,” before leading into why something is true or believable when it seems it won’t be, etc.
- Who I am – This is very similar to “why I am here” but focuses more on the person and allows you to connect specific attributes. For example, “I am a divorced mother of two,” helps define who you are and that could then resonate with your audience of divorced mothers.
- Teaching – I can teach you something that I learned including the mistakes I made so you never have to go through that! This can also focus on a variety of solutions to a problem giving people options to the problem they are facing.
- Vision – This type of story focuses on a vision of how things could or should be. This often appeals to people on an idealistic level and is very popular with politicians. It can also be used for people who share a common goal such as charity and a company like TOMS shoes. “Together let’s make the world a better place!”
- Values – Values are similar to vision and can be a hybrid of vision and teaching with the focus being on core values like honesty, sustainability, or excellence.
The Bottom Line
The bottom line is that generating content that converts should be a high priority for everyone. Storytelling can be a great method to use to help connect to your audience. These 6 types of storytelling you can use with site content should certainly provide you with some good alternatives the next time you are crafting new content or want to revamp current content.
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