We all love a good story and the art of storytelling includes weaving in the facts you want to include along with all of the extra information that brings the reader closer to the storyteller. The aim is to weave a story that engages the reader and pulls them in, so that they really care about the outcome of the story. The more a customer cares about your story, the longer they will remain a customer, the more they will buy and the more they will tell others about your story.
Create an Email Series
A great way to get your audience primed for an emotional story is to start small and deliver the story in pieces, chapters if you like via an email series. Keep each email short, about 350 to 450 words, and concentrate on one point only.
Using video for part of or even your entire story can help bring more emotion to the story because people generally feel more emotional when looking at people and images than just by reading text, although the imagination is an extremely powerful thing if you are skilled enough to invoke it. Using both text and video can be the best of both worlds and can give fantastic results.
Text and video testimonials from your satisfied customers can evoke emotion from those who haven’t purchased from you yet, because they will want what your satisfied customers have and they will associate more with your customers’ story about your business. They will also trust you more when the videos are very authentic and come across as real.
Put Customers First
In every story it’s important to put your customer first. You need to get to know everything you can about your customers and incorporate the things they care about within your stories. This shows that you know them well and can speak about the things that concern them the most.
Get Attention with Negative Stories
Try to pull the emotional strings to get your audience’s attention with negative aspects of a story that will be resolved by using your products or services. You don’t want to traumatize your customers, your task is to evoke emotion in your readers.
Calm Fears with Positive Stories
Tone down the negative with some positive stories of people who have used your products and services to solve problems. Your task is to bring them back up after you brought them down with negative stories.
Reinforce with Neutral Stories
Tell your readers the “who, what, when, how and why” of your products and services using stories to guide the discussion, use stories that are less emotional and volatile as you want to reinforce the messages you have already delivered.
Recognize the Relationship
When you are telling any story, it’s important to recognize the relationship between you and the reader.
Remember the Imagery
It’s important to ensure that the images you use match the emotions you’re trying to evoke, otherwise your story will be confusing to the reader, so select only images that add to the story you are telling.
Emotions drive us all to do more than we would like to think, from buying a house, a car, to choosing a book to read on your Kindle, we are all driven by our emotions much more than we are by reason and logic.
However, as you try to evoke emotions in your viewers, it’s important to also bring in elements of reason and logic so that your audience trusts you enough to buy what you’re offering. Otherwise, they might feel as if you’re manipulating them and their emotions too much.