Demystifying brand storytelling for everyone
Once upon a time, there was a concept called brand storytelling.
Its popularity increased until it became something of a buzzword. People referenced it in their articles and assured all who would listen about the importance of using stories in their marketing.
But there were many who did not understand.
For them, the idea of telling a story in their marketing copy made little sense, and they were left to guess at how they might put stories to use…
Brand storytelling, or corporate storytelling, is all the rage. But every article I read on using stories to connect with prospects seems to be heavy on the why of storytelling (connect with your audience, hold their attention, build trust) and light on the how.
So how exactly do you use stories?
I'm a freelance copywriter and I work on brand stories every day. I thought I would share what I understand about storytelling to help you put it to use in your own marketing.
The way I see it, there are three key types of stories you can use in your branding.
Pop-ups are not everyone's cup of tea.
Many internet users (most of them, perhaps) would go so far as to say they hate pop-ups.
You land on a website, you start reading, and … there it is. The whole screen is taken up by a huge orange banner asking you for your email address in return for something you might find useful.
When done badly, they are disruptive and annoying. And yet … pop-ups work.
There's no denying it. Why do you think every internet marketer and his dog uses them?
So they are absolutely worth experimenting with for lead generation. And if you do, you should know that there are various types of pop-ups you can use, some of which might lead to better sign-up rates.
Here are five to try out.
I don't know about you, but when I land on a new website, I'm always tempted to the About page.
It comes down to intrigue. I want to know more about this person or company and to hear their story in their own words. You can also tell a lot about a business by how they present their About page through the tone of voice and the words they choose.
And I'm not alone.
The About page is one of the most trafficked page of any website, for the exact reasons I've included above. It's an essential element of your site. A website without an About page is incomplete.
And because so many of your visitors will check out your About page, this makes is a great opportunity for you to present your brand and tell your story … and to convert visitors into leads.
Here's what you should be doing in 10 simple steps.
The pricing page is where you get down to business. This is where you go past the flirting and suggestive looks and ask straight out for a date.
Here's the situation: you've got a set number of plans, products, service packages, etc. And you want your prospects to choose one of them.
There is no messing about here, there is no tiptoeing around the issue. You want the sale, and you want it now.
Here are a few tricks of the trade that you can incorporate into your pricing page with the minimum of hassle.
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