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How to Use Conversion Storytelling at Every Stage of the Customer Journey
Posted by Fahad Muhammad Sep 27 6 Minutes read
Stories sell.
“1000 songs in your pocket” helped Apple sell the iPod, and “1% For the Planet” allowed Patagonia to become an irreverent outdoor brand with a booming customer base.
Selling your products while touting features and specs doesn’t have the same impact as engaging audiences with a well-crafted narrative—the latter doesn’t only sell your product. It helps your brand stand out from the crowd.
Want proof?
to study the brain activity of speakers and listeners engaged in communication. They found that successful communication led to the speakers’ and listeners’ brains entering a state of coupling and mirrored activity.
This means that successful communication, such as a good story, literally binds together our thinking processes. What’s more, we can leverage this phenomenon in advertising strategies in something called conversion storytelling.
What is conversion storytelling?
Conversion storytelling involves creating persuasive “micro-stories” or narrative flows with the help of copy, images, and page structure to engage, delight, and finally convert customers. Marketers that use conversion storytelling in their campaigns are able to establish an emotional connection with their customers via a cohesive narrative tailored for its intended target audience.
If you utilize such narratives, they’ll resonate, educate, and inform throughout the customer journey, as you build deeper connections that help you fulfill your conversion goals. You just need to apply conversion storytelling at the right time using best practices.
However, it is essential to apply storytelling in the right place, at the right time, in the right way.
Today’s post will explain how to apply the art of conversion storytelling throughout your campaigns to help engage and grow your audience.
How to align conversion storytelling with every stage of the customer journey
A good narrative has one key goal: to influence user motivation and behavior. A good micro-story will accomplish this by relaying tension (pain point), solution (offer), and resolution (a good ending). Here’s how to conversion storytell across each stage of the customer journey—awareness, consideration, conversion, and retention.