7 Storytelling techniques to Boost Your Brand

Have you been struggling keeping customers or donors on your site until they contact you or make a donation? The key of turning your leads into customers is to tell a powerful brand story to grab and hold their attention.

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Here are 8 techniques that will help you build a powerful brand story: 

1- Prepare

Ask yourself what is different and unique about your brand and how you can build your brand story differently. It is highly related to your brand voice and tone, you have to figure out what you want to say and how you want to say it. A brand story is to be used in every aspect of your business in social media, pitches and all marketing efforts so plan it carefully. Gather every information about your brand such as reasons from founders for starting the organization and  be specific when it comes to quoting and testimonies. 

 

2- Engage Your Audience

Remember drama and conflict are at the core of any great stories. So think as a novelist and develop your characters in your brand story. Drama, drama, drama always! It engages the audience and keeps the story going. Your audience will only remember the parts of opposition, so build your story around them!

 

3- Format

You have to adapt your story to the context and goal; for instance, if you are writing a pitch you would not write it as you write a blog post so think of your storytelling the same way. Fit it to the format and to your audience. Do not try to write a brand story for all situations but instead mix it up. No body wants to read the same story twice or hear the same conversions, so keep it creative.  

 

4- Be Personal

As always a good pitch or a good sales pitch is the one your customer or donor can relate to and be involved in. Make your brand story as personal as you can and include your struggle or self-depreciation. Try to be as human as you can with your audience, so they can identify with you and want to be apart of your brand. You want your audience to trust you and bond with you so you can then build brand loyalty and authority. 

 

5- The Human Element

Use emotion to connect and persuade your audience. Make it memorable! A story that will stick with your audience and that they can never be forgotten. For this matter, you should have a very good understanding of your target audience. Analyze your audience and know all about them, which can easily be done by building brand personas you can refer to at any time. Personas are particularly helpful in brand story, base yourself on them and create emotional moments to help your prospects connect with the product or service you are selling them.

 

6- Michael Hauge Story Structure

Michael Hauge developed 5 key turning points that have been used in every film and novel and that you should employ in storytelling as well. The key points will help you structure your story, give it a purpose and make it engaging. Please refer to Michael Hauge story structure.

Here are the key points to base your brand story on: 

  • The setup
  • The new situation
  • Progress
  • Complications and higher stakes
  • The Final push

 

7- The Language

Keep in mind to always speak naturally, so your audience does not perceive you as fake or as a sales person. Once you have followed the step above and think you are reading to tell your story keep repeating it out loud over and over again. Then you will find that your language may seem too strict or not personal enough. If you are having issues with the language tell the story to a friend and ask for his/her opinion! Sounding natural always means not trying to polish the story, so stick to short sentences and informal language. Simply, tell what is true about your brand and missions. Also, use your knowledge of your audience to find a language they will identify with. 

 

Writing a terrific brand story is not an easy task but it has the power to drastically boost your brand or build your brand identity. Always pay strong attention to your brand guidelines and make it a memorable story one your audience will remember. Follow the points above and you will be well on your way. 

Thank you for reading! If you need help with your brand story, personas, guidelines or brand identity contact us today! To learn more about us click here.

5 Ways to Media Planning

It is now easier than ever to start a business or a nonprofit with all the tools available online, so you should know even more how to take advantage of them and decide which role will play your marketing and media decisions in your organization. 

We have lined 5 steps to follow one-by-one to plan a successful marketing and media strategy:

1- Be "in"

Your product or service you should be present where your customers are looking for it or where they are looking for similar products meaning that it should show up in search engines. You work is now entirely to remodel each aspects SEO are built on, such as your website, AdWords strategy and social media. Your product or service should show up in the regular search engines for all prospects to find. 

The best way is always to advertise on Google via AdWords and use pay-per-click to drive traffic to your website and generate conversions. Find the right keywords to use via keyword planner on AdWords and the ones that are relevant to your landing page and customer search terms. 

Remember, if the pricing is right and your nonprofit is findable you will attract leads if you place your product online. 

 

2- Your Product/Service benefits

When you launch a product or a service always think about your competitors first. What do they have to offer? How do they position their products? Once you have done your research you should position your products/services in a strategic way and be above your competition. Turn your benefits around and make sure your products are more attractive to the public than your competitors. 

Then, you have to start thinking of a way to showcase your product on your website and attract customers or donors. The product or service should be well described and sold via exclusive offers or other sales techniques. All of the product/service features should be defined clearly; think that your customers or donors should know exactly what you are selling before they even contact you. 

 

3- Measure

You now have to measure and understand what your customers do when browsing your website, where and when they contact you and become leads. You need to study each aspect up to the very last button of your website to find out where customers may get lost and loose track of your product/service.

For this, set your conversions via Google Analytics and track them. Once your customers arrive on your website ideally they should all make a conversion but it is not, so your goal is to increase their conversion level. For instance, certain type of languages you may be using on your website can make your customers turn the other way, so go study it. 

You need to clear everything up that is blocking a conversion and by doing so you may be uncovering the way to a new brand strategy and website structure. 

 

4- Branding

Work on your branding, remember what differentiate you from your competitors is the way you sell your product and your brand! It is by how well and how fast your customer can associate with your brand that you will get to a conversion. You need to understand your customers and the "marketing psychology" behind their actions and what triggers their purchase behavior. DO not be afraid to go into details here, the more you can uncover about your customers likes and habits the more chance you have to make it big! Also, use the 4 Ps while providing your service to your customers. 

 

5- The experience

Now think of the user experience you can bring to the table by simply facilitating the purchase of your product/service on your website. When you can provide a valuable and different experience to your donors you will easily get volunteers to represent your organization and speak highly of it to others and recruit. Because they can identify with your brand and the value you are giving them.

You have to manage your brand off and on the web and control the reputation you have been given. By controlling what is said about you there is no reason you can go wrong; remember, customers will learn how to manipulate your image and sometimes in a bad way.  Always have control over your website, do public relations in times of crisis and be extremely involved communication wise. 

 

Thank you for reading our article on 5 ways to media planning. Remember, always be in the market, showcase your product/service features and benefits clearly online, measure all possible conversions, work on your branding and on the user experience. Now you are ready for a successful brand positioning strategy and to successfully increase your donations. 

If you need help with your media planning strategy and all marketing efforts contact us today! We specialize in nonprofit marketing and we will help your organization grow. 

 

How to Master Copywriting in 8 Steps

Everyone has some notions about copywriting. Although, there are some major tricks you need to acquire in copywriting that may not be obvious for all and require marketing skills in order to compete in a digital world.

We have lined 8 steps you need to follow to improve your digital copywriting strategy: 

1- Make it Scannable

Do you know that it takes people 2.5 seconds to judge your website landing page and know if they want to keep on or opt out? People only scan through online content and only notice important information they are interested in, which includes headlines, pictures, videos, etc.. Make your information readable in a fast path and make it stand out. For instance, add bullet points, visuals or strong titles. 

 

2- Storytelling

Tell a story and be entertaining! This applies to all digital copywriting such as advertising where you can turn "boring" information into a funny situation. Use humor and animate your website; for instance, use your 404 page to link back your audience into another page and make it fun for them as a hunting game. 

 

3-  Action Voice

Use action verbs to motivate your audience to take action! Don't just imply your audience to take action but tell them to or they are not going to do so. Use fewer adjectives in your copywriting it will be more effective. For instance, do not just imply your prospect donors should donate but write "donate now and help our organization." Use verbs throughout your website and on social media accounts and you will increase your visibility and donation rate. 

 

4- One action

Choose one action you want your audience to focus on and stick with it during your entire piece of content. Do not try to promote a couple actions you want your users to perform because they will only end up forgetting about all of them and get lost through it. Pick one action such as sign up to our email list or download this guide, turn your story around it and make it obvious to your readers. The action must be relevant to where your audience is in the sales funnel and add a call to action. 

 

5-  Headlines

Write what your content is about in your headline; your audience should already know what your content is about only by reading your headline. For instance, you have a landing page where users can download an how-to guide, so say in your headline "download this free how-to guide." 

 

6- No Objection

Eliminate objections your audience has about your products or services. To start build a list of 10 major objections your audience has about each of your product/service and use their objections in your content. For instance, your audience believes the price is too high on a certain product so convince them that the price is fixed at market value and they would be getting a deal by purchasing it.

 

7- Urgency

Always give a sense of urgency to your readers when you are selling any products or services. Give your audience an actual fact or reason for them to be acting now and use it in your call to action. For a product you can say that the offer is expiring or that you have a short inventory. Make your users understand the offer will not be available anymore past this date. 

 

8- Value Proposition

Make your nonprofit unique and stand out form your competitors. Highlight your traits in copywriting and create a clear value proposition that demonstrates you are unique. Sum it up in your headlines and make it stick with your audience just as your slogan. 

 

Thank you for reading our article on 8 steps to master copywriting! If you are having issues with your copywriting strategy contact us today!

 

SOURCE: http://www.business2community.com/digital-marketing/15-copywriting-tricks-digital-marketers-need-know-01495787#zvMskkTo8iHW8SDO.97

Write a Compelling Message in 5 Steps

Whether you are writing a nonprofit business plan or starting a new campaign you need to craft an engaging message to appeal to your prospect donors and stand out from your competitors. When crafting a message you should target to your audience's values and needs.

We have lined 5 steps to develop a compelling message:

1- Your Audience

There are two different ways marketers use to draft messages: 

  • You marketing: Marketing that focuses on the organization, the message only turns around the organization itself. 
  • Me marketing: Marketing that talks to the audience and to their needs. It is a far better way to address a message and it triggers your prospects interests as the message revolves around them.

To find out which marketing strategy you have been using look at your website, print materials and everything you have written about your organization. What do you center around? You or audience? Now think of changes you can apply to make your messages "me marketing." 

 

2- CRAM

Change your organization mission and message based on CRAM: Connecting, rewarding, actionable and memorable. 

  • Connect with your audience on issues they are experiencing.
  • Offer rewards for taking action.
  • Actionable also called call-to-action that is bold and clear. 
  • Make sure your target audience or prospect donors remember you.

 

3- Call-to-action (CTA)

Each message has a very adequate yet efficient call-to-action. The guidelines to create a good CTA are as follows: 

  • Specificity: use action verbs and go straight to the point. 
  • Feasibility: scale your message to a small and doable action. 
  • Prioritize: your goal is to get a person information as email, so you can work this potential donors down to the sales funnel until a donation.
  • Straight forward: remove all unnecessary obstacles leading up to a prospect donor abandon.
  • Picture: your target audience needs to picture themselves performing this CTA, so make them visualize it. 

 

4- Engage

Now that you understand how to build your message around the CRAM. We are going to elaborate on how to captivate and engage your audience during the reception of your message.

  • Cross-channel: your campaign should always be cross-channel integrated. Every channel should be used to its full potential such as email marketing, social media, donations page, phone,...
  • CRM: make sure your customer relationship management is on point, so define how you are going to interact with your donors and be consistent in the process. 
  • Be personal: interact with your prospect donors on a personal level.
  • Be authentic and transparent with your financial situation and donations.
  • SEM: work on your search engine marketing and back links.
  • Segmented list: do not forget to segment your lists of prospect donors, so you can customize your message.
  • Testing
  • Volunteers: usually during your soft launch get your volunteers to engage in your campaign.

 

5- Passion

Bring passion into your message!

  • Tell your story: storytelling based on your organization and founder's story to remind of morals and values. 
  • Email strategy: have a follow up email strategy for all donors and volunteers. Thank them, keep them up-to-date with the progresses of your campaign and your goals. 
  • Ask for feedbacks
  • For major giving offer phone calls with board members pre and post donations. 
  • Live events: make your organization human and treat your followers as members of your team. 

 

Thank you for reading our article on 5 steps to compose a compelling message. If you need help writing your message, launching your campaign or planning your strategy contact us today. To learn more about us click here