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Right from the Horse's Mouth

Stories grasp attention. They quickly capture the interest of the audience and convey a message with ease. They become all the more interesting when they come directly from the person whose story is being told. Doesn't it? 

The kind of emotions and drama the storyteller weaves into the story makes it all the more fascinating. When you are trying to create a brand image and build on it, you need to tell people about it. The more information you provide to people about the work you do, the more they will come to know about it. The way in which you extend this information to your audience is also important. I have often observed brands and companies trying to reach out to their target audience using numbers and statistics. But how many of those numbers really touch the people. After all, buying is as much an emotional process as it is a logical (decision-making) process. The decision making part comes after you have touched the chord, right? What is basically required to connect to people is a more emotional approach to the entire marketing and branding effort. Connecting to the end user, your buyer persona. Consider this: A company that sells Murphy-beds can connect with their target audience in these two ways. 

1. Easily foldable, space-saving bed that you can use when you are facing space constraints. It comes with a strong bed-frame and measures only 31" * 74".

2. Want to fit in that lounger or fuse ball table that you had always wanted but were short of space in your room? What if we tell you that you can have a wall-mounted bed that you can pull down only when you are ready to put on your nightcap? That means you have a lot of free space for that lounger and the fuse-ball table.

In the first option you are giving some pretty interesting and relevant facts about your product. They are impressive details that might give the prospect the final push to buy the product. 

However, the second option catches the attention of the prospect. It talks to them about a pain point which might have been dormant till now, but now it is an actual problem that they perceive. It then gives a solution to resolve that pain point. 

And finally, the most important part of the ad is that it talks to the audience in second person. In this way you are reaching out to your prospect on a subconscious level, where the ad becomes more about their needs than about your product that you want to sell.

"Want to fit in that lounger or fuse ball table that you had always wanted but were short of space in your room? What if we tell you that you can have a wall-mounted bed that you can pull down only when are ready to put on your nightcap? That means you find a lot of free space for that lounger and the fuse-ball table." This is an approach most effective in the storytelling way of communicating with your target audience. Your prospects want to hear from you. For them, you are the brand, the one with expertise and that counts for a lot. Talk to your customers, connect with them with wonderfully structured stories and occupy that space in their minds as the brand that understands them. 

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