Storytelling is 7x more memorable than facts alone. We have been telling stories forever, passing down tales of old from generation to generation. I still remember clearly the stories my grandparents told me about the journey to England and their tales of the war. They will stay with me forever and that is the remarkable power of storytelling.
This is because my brain was far more engaged by these stories than if I had seen them in data form.
The decision to buy something is based on emotion and is usually justified with logic. By using storytelling in your sales you combine rational and emotional sales triggers.
There are a few things to consider when looking at storytelling on video:
- How much time do you have to get that story across?
- Who you are telling the story to?
- Is this a brand story? A personal story? A company story? A customers’ story?
- Will the story keep them engaged to the end?
- Has this story addressed your viewer’s pain points?
So let’s address each of the questions we posed above.
How much time do you have to get that story across?
An effective sales video is usually 60 seconds in length but when it comes to storytelling it you may need to stretch this out to 2-3 minutes. It will be important to pack a punch early on, you have around 9 seconds to get the viewers attention. It’s worth noting that suspense sells, so if there is a problem in the story that will lead to a solution, get that problem out right up front.
Who are you telling the story to?
If you want to make your viewer the hero in this story it is a good idea to know exactly who you are targeting. Understanding their world, their problems and pain points will do wonders in being able to show them a story they resonate with and feel compelled to keep watching.
Is this a brand story? A personal story? A company story? A customers’ story?
Once you know who your hero is and how you can appeal to them you then need to decide how you will work this into the story. This will differ hugely depending on what story you want to tell. For example, if you want to tell your brand story the viewer needs to connect with what you stand for, they need to feel that they get the journey you have been on and can see themselves representing your brand.
Will the story keep them engaged to the end?
As mentioned above, suspense is king and if you pose a question or highlight a real issue at the start of the video it is more likely the viewer will hang on to find out more about the problem (because it resonates with them) and they want to find out how it gets resolved. Also if the story is relevant to them, they feel compelled to find out more, gather more information and learn.
Has this story addressed your viewer’s pain points?
If you have managed to answer all of the above questions in your video then take time to view the video from your consumer’s perspective. Did they come away from that video feeling like you took them on a journey? Were they the lead character in the story? The viewer needs to form an emotional connection to what they are seeing and be sure that it represents their world. At the end of the video have you answered the questions, solved the problem and addressed their issues? Your chances of the viewer wanting to invest in what you are offering increases greatly if you can answer yes to these questions.
The most important thing to think about when considering storytelling in your sales video is to be sure that you paint a picture, be relevant, be truthful and if addressing a customer’s pain point make sure you have shown the solution.
If you want to know more about using video as a sales tool – take a look at our blog.