Many times, we, as the marketing managers for our companies, always have this urge to tell the world that our products is the best, why they need to use it. We try not to give our prospects any allowance to think otherwise.
We will also tend to jot down a list of product features and benefits to the prospects, telling them that they should buy our products and our services.
However, no matter how difficult we write to market about our products, somehow, we may feel that those ad messages do not work.
What is wrong with our ad messages? And why doesn’t it sink into the prospects’ minds and convince them to buy our brand immediately? These are some common questions the brand managers will blame themselves when sales results doesn’t seem to improve despite the marketing efforts.
So what must we do?
The answer is simple. You need to tell a good story and that’s it. Good marketers are great storytellers; you give them any products and they will market it with a good story. People like to listen to good stories and be convinced themselves that the story is good and therefore, perceived your product as good too.
Here are 3 ways to tell a good story about your brand.
1. Be Objective
On your marketing messages especially editorials, never be “selfish”. Many marketing and brand managers are so “selfish” that, when they write their ad messages, they will tell everyone that they are the best in the world and their products have no flaws. No one will believe that. The prospects will actually feels that the author is pretty selfish and not objective. Remember, your job is to assist your prospects to consider buying your products. If your competitors are all saying that their products is number one, then who is number 2?
Be objective in your marketing messages, write in a 3rd party point of view, rather than write as a die-hard spokesperson for your brand. A good story is an objective story. Write about the advantages as well as the disadvantages of your product. And then write a little convincing story to tell your prospects that this little disadvantage is trivial compare to the larger amount of advantages your product has. We can’t control our prospects’ thought and decision but we can help them to decide better by giving them our unbiased point of view. In such a way, prospects will view us a different from your competitors who kept on blowing their own trumpets. Customers today are smart to see through any marketing gimmicks and ploys.
2. Be Constructive
A good story must also be easy to read and understand. A good story therefore needs to be constructive; have a head, a body and a tail. Always start with creative title and good catchy headlines for your ad messages to grab your prospects one second of attention. The body of your ad text must be clear and tell how your product can benefit your consumers should they be using it. A good story must always have a good ending. Your tail is your call to action. What do you want your potential customers to do after they have seen your ad? Check out your website or call your toll free number? Be precise in your call to action.
3. Be Personal
Successful ad copywriting is always written on a personal basis. Your prospects want to view your product, your company and your brand as something that is close within them, something that blends well into their lifestyle. Hence your story must be related to your targeted audience. Try to think in their shoes, what problems are they facing? If they use your products, how are their problems solved? How would they feel?
A good marketing manager must always write as though he or she is speaking to a friend. Naturally, when your story becomes personal, it will also be authentic in the eyes of your prospective customers. Your prospects will begin to trust your brand eventually.
We can always learn to be a good storyteller by reading good ads and books by good marketers and authors. Just remember, that it is the story that sells and not the products; the story of your brand will be much more “sticky” in your prospects’ subconscious minds, than your product name.