I have always loved a great story. Growing up, I read through the kids’ and juveniles’ sections of my elementary and local libraries; I heard the Tales from Lake Woebegone on road trips and loved a good show or movie. That love of story has never left me – I’ve even dabbled in writing fiction.
I am not alone in loving stories. The most successful affiliate marketers include storytelling elements in their campaigns and creatives. The right story induces an emotional response, which increases the chance of positive engagement or a person becoming a customer. Some people find this easy; others have to work hard for it.
Storytelling?
Storytelling is the art of explaining events, experiences, or narratives in a compelling and engaging manner. Most often, it’s thought of in an entertainment sense. It has been around as long as people have, with ancient civilizations thought to have passed down stories for generations before the invention of written communication.
When written communication came about, storytelling didn’t stop; it expanded. Over time, writing has become the most prolific form of storytelling. Storytelling has evolved due to this format change, though.
Consider the difference between a stand-up comic and reading a comedic story. The stand-up comic uses timing, physical gestures, and intonation to help deliver their story. When you read a comedic book, you have none of that. Instead, the author relies on word choices to get the same effects.
Just because something is written doesn’t mean it’s a story. The best way to show this is by example.
Factual Example:
Do you feel career stagnation? Our experienced coach leads you through a program where they identify your aspirations. Using that, they tailor a set of reading and activities to help fill in skill gaps and increase confidence. Through continued support and guidance, they help you implement and refine the program as you progress. By the end, your career will rocket through the next step and become more than you planned.
Story Example:
Does your career feel like a runner on a treadmill, lacking direction and growth? How about a change? Embark on a journey of transformation with our experienced coach. Like a light in the dark, they will guide you in unearthing your hidden aspirations. They then forge a personalized path to growth to take you down. Illuminating your journey with support, they’ll help you gain newfound skills and confidence. As the journey nears its end, you’ll see new possibilities in your career and have a heightened level of energy to take them on.
What does that do for affiliates?
We all know it takes multiple times in front of someone for them to start getting your message. That’s why we’ll send a series of 7-10 emails instead of just one for a campaign.
Storytelling can take that to the next level. In fact, it can take it 22 levels up, according to research done by Quantified. Facts might be good for giving out some details, but stories will cement those details in people’s minds.
Here is a brief look at some storytelling techniques you can use to increase the effectiveness of your campaigns.
- Stories of Success
- This is more than just a testimonial. Interview a previous client and get their story, then re-tell it to potential customers. This has some of the trust of a recommendation with the added memorability of a story.
- Conflict
- Present a problem solved by your product. After that, present your product as a solution. Do this in a conversational tone, as if you were sitting and having coffee with someone to help get you in the storytelling mode.
- Hero Saves the Day
- Everyone loves the story of a hero. Your product is the hero, conquering the enemy of the problem it solves. Tell a good story of the problem, then bring your product in to solve the problem.
- Visual Stories
- This is about more than just using great pictures or videos. Great text can convey an image as well. Use the scene to help frame your product as the solution it is.
- Surprise
- Everybody has at least one favorite surprise ending. Present your product in a twist ending. It doesn’t have to be a literary masterpiece; sometimes, cheesy surprise endings are the most memorable.
- Ordinary People
- Create stories for your product that appeal to the average person, not just the exception to the rule. As much as we may want to paint a picture of the ideal outcome, we also want to make sure people don’t feel our products are out of reach.
- Emotional Movement
- Tugging at the heartstrings is a sure-fire way to being remembered. Show harsh reality next to a picture-perfect outcome in a creative and believable way, and people will be sure to remember you.
Storytelling is a tool every affiliate marketer should have. It can help you stand out among all the others and their lists of facts. This
Storytelling is an incredibly sharp tool that should be present in every affiliate’s ever-growing toolbox. The tips above should help you implement this technique into your campaigns and effectively engage your audience.
If you struggle to tell your story, contact us here. We’ll help you devise and move forward with new ideas and strategies.