Storytelling: How to Create Compelling Stories That Built Trust

February 22, 2019

What is it about storytelling that captures the attention and emotions of your audience?

Would you like to know how to create compelling stories that build trust in your marketing campaigns?

Storytelling is a word we can’t escape from as marketers in social media. The concept of storytelling has not changed, but the mediums in which we tell them have. This week on the podcast, I’m joined by Founder and CEO of Guide Social, Matt Johnston, and we discuss how the power of storytelling for brands is more important than ever and how to create compelling stories that build trust with your target audience.

About the show:

The Casual Fridays Podcast is a show for marketers and businesses looking to get on the social media fast track. The podcast is an interview format, where each week I get up close and personal with top brands and leading experts to talk about digital marketing, social media marketing, influencer marketing, and more. The Casual Fridays Podcast is sponsored by Tack – a tool that helps brands and businesses acquire and manage digital rights to user-generated content (UGC).

About Matt Johnston:

  • Founder and CEO of Guide Social
  • Online Content Consultant
  • Served in various executive roles for New York Magazine, Men’s Health and Business Insider

Key Quotes from Matt on How to Create Compelling Stories:

  • “Brands needing to be known, liked and trusted is more important than ever now.”
  • “For the brands that are going to sustain and last, it comes down to humanizing yourself, building that trust with your target audience or customers.”
  • “Empathy is the heartbeat of the internet.”
  • “Illicit stories rather than try to actively sit down and write them.”
  • “Brands that can use emotional storytelling can charge 20-200% more for their products.”
  • “Ask those vulnerable questions that make you more relatable.”
  • “The biggest issue with all this for marketers isn’t the tools; I think it’s more the psychological leap to feel they can do something in that creative way instead of in this sort of data-driven way.”
  • “Once we can tap into the human part of us it should be pretty easy to tap into the human part of other people.”
  • “The days of 20% discounts bottom of the funnel are maybe numbered or at least won’t be as effective.”
  • “People crave transparency.”

Key Takeaways on How to Create Compelling Stories:

  • 6:13 – Matt elaborates on 2019 being “the year of the brand”
  • 9:53 – Tyler explains how building rapport and trust is done through the ability to tell stories
  • 10:47 – Why empathy drives clicks
  • 11:30 – Unpacking more humanism within storytelling as a marketer
  • 12:49 – Matt shares the first step to getting started
  • 13:43 – Matt provides a hack to acquiring emotional storytelling
  • 14:20 – Matt lists questions to ask when interviewing a client or customer:
    • Who are you?
    • Where are you from?
    • What are your biggest challenges?
    • How do you deal with work/life balance?
    • Why are you passionate about selling [product]?
    • Why did you get into this in the first place?
    • What makes your stuff different?
    • Does your family support you?
    • Was there ever a moment where you felt like this business wasn’t going to work out and you might have to do something else with your life?
  • 16:49 – Tyler recaps storytelling hacks
  • 17:26 – Matt explains how public relations and marketing are closer than ever
  • 18:30 – Tyler and Matt discuss how one video or interview can be spliced up into various forms of storytelling content
  • 20:15 – Utilizing other sources to help tell your story
  • 22:52 – Tyler shares a real-life example of how Fresh Clean Tees harnessed the power of storytelling
  • 26:20 – Tyler demonstrates how brands can charge higher prices for their products because they are doing such a great job of storytelling
  • 29:04 – Matt highly recommends blogging as a way to tell your story
  • 31:24 – Matt encourages marketers to continue to find ways to tell stories through social platforms to stay top of mind
  • 32:44 – Tyler reveals one of his hacks to help tell your story

Items mentioned in the show:

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