In this day and age, no matter how much information is available, language and text are still the main means of communication. And words with a sense of storytelling are often more powerful and persuasive than large paragraphs of sermons.

But what kind of story can touch people's hearts, how can marketers use stories to empower their products/brands, and how can they write a good story?

Distill the point of interest

There is a very core point to make consumers interested, and that is to bring benefits to consumers.

Product ingredient lists, nutritional content, product performance indices, etc. are ultimately about bringing benefits to the consumer, so the first task of storytelling is to distill these points of interest to truly relate to the consumer.

In marketing, there is a saying that "perception is greater than fact", a product has more, better value, if consumers do not know, do not agree, then all these values, can not add value.

So not only should we tell consumers about the function of the product, but we should also tell them clearly about the efficacy of the product, so that consumers know that this product can help solve what practical problems, and what benefits it brings.

Only the benefits are what consumers really care about, which can be the point of interest to impress them and awaken their intrinsic urge to consume.

Only the functional value of the product information points into consumer interest points, so that consumers understand what our products can bring them, it is possible to attract them, but also possible to improve the added value of the product, and the value of the product into the brand's strengths in real terms.

Utilizing "Perversity"

It has become increasingly difficult to impress users at the traditional level of cognitive awareness. The only way to do this is to dare to think outside the box, cultivate counterintuitive thinking, create a sense of storytelling, attract users' attention and leave a deep impression, and utilize storytelling to empower the product/brand.

It is always easier to arouse users' curiosity and mobilize their interest and enthusiasm to explore and bring impact to them. Therefore, instead of emphasizing the advantages of "better" and "faster", it is better to find one or two details of the anomaly.

Of course, all of this presupposes that you know your product well enough to know every distinctive detail about it.

But, in practice, you often can not find the details of the anomaly. What should we do? At this point, you can start from the macro level, the use of perverse ideas can also play the effect of attracting consumers.

Energize consumers' emotions and make them "emotional"

Add some emotional elements to your copy, and write about what consumers are concerned about or afraid of, and you'll have a big impact, which will prompt consumers to think seriously about the information you're passing on.

In a tweet selling an online course, you're usually looking at a story where "anxiety about poverty (a psychological emotion) triggers a certain action, and after many ups and downs (a mix of despair and hope) you end up with wealth (a human desire).

In short, the keywords are first extracted, and then a pattern can be used, such as the use of "no longer on" similar sentences, to stimulate the user's emotional response, so as to establish an emotional connection and cause a sense of identity.