Storytelling skills at Brilliant Digital

Posted by Deb Croucher | November 8, 2019

At Brilliant Digital, storytelling is the glue that holds all of our marketing processes together. Each piece of content we write consistently delivers the clear and compelling brand message behind your business.

And each piece, from case study to blog, has a key part to play in our digital marketing strategic framework. Sticking to this framework is how we deliver results and a return on investment.

Writing compelling, engaging, strategic copy in the digital space is a unique skill. And that’s why we have a team of expert digital storytellers at Brilliant Digital – we know how fundamental powerful storytelling is to creating a successful business.

Get to know your customer's problems

As a storyteller, the most important things you begin with are curiosity and imagination… being to see able to see a problem from a client’s perspective… and most importantly from their customer’s perspective.

This begins with the initial website build.

The first thing we seek to discover is who your ideal customer is, what problems they have and how you can solve them.

It’s about getting inside your head and your customer’s head.

Once we understand how your target audience thinks and why they make decisions, we can build the core brand message. This message can then be woven through every story we tell – we craft every one of our stories with your customer’s problems in mind.

Tell the four stories

We tell four key stories that we layer through your website – the customer story, the business story, the product story and the personal stories. And each of these comes back to solving your customer’s problem.

There is beauty in having a strategic framework to deliver these stories. The website’s core pages, overlaid with the case studies and blogs, SEO, Facebook ads and Google ads… underneath all of this are the core brand message, your values, what your business is all about and the problems you solve.

Create an emotional connection

People make decisions, no matter how logical, based on emotion.

This can be very obvious with lifestyle businesses such as luxury boats or puppies.

But it’s the same for insurance and financial planning – people base their decisions on emotion.

If we use storytelling to talk about a service or product or to show an outcome, people are more likely to remember it. They invest in the narrative and want to come back to the website for more.

Stories provide entertainment as well as information. And they work for every type of business.

Compelling copy is key

The way we approach writing compelling copy is to pretend that we’re reading the website from a prospect’s perspective.

With storytelling, it’s essential to engage with people, and that’s why case studies are fabulous.

They show a problem, and then they show how you use your skills or service or product to deliver a positive outcome. Structurally it shows the journey – it has a beginning, a middle and an end.

Every story we write must be beautifully written, simple and without jargon.

It must be relatable and create an emotional connection. You can’t achieve this with a list of bullet points.

Show the transformational journey

A dry list of bullet points can present the features your customers are after. But it can’t show the benefits or trigger an emotional connection to your business.

When we write a story, we show what the product or service can do for your customer rather than what it does – that’s the key difference.

A prospect can read a story about the transformation of someone’s life.

They can see what that journey looked like and how your product provided the solution. They can see the value-add, the ‘what’s in it for me’.

Once they can see themselves in the story, it’s human nature that they will want to engage with your business.

The importance of strategy

When you have strategic consistency across all of your collateral, on all platforms, you will be able to get your brand message across successfully.

That’s why we adhere to a proven strategic framework for our storytelling.

This consistent message is really valuable for our clients because it means that our websites and ongoing marketing will attract the right kind of qualified lead.

It stops time wasters and saves you money.

With every piece of content on every platform, it should always be clear what your company does, the kind of people you work with and the problems that you can solve.

Content that delivers results

There is a key difference between a marketing generalist and an experienced digital storyteller.  As storytellers, we understand the brand message and the strategy.

We create content that is well written and memorable. It’s engaging. It’s original and innovative. It’s tangible and it converts to sale. That’s very different from getting someone in-house to load copy.

We also have the ability to convert the technical jargon that our clients are expert in to something more relatable for non-technical prospects.

For all of our clients, we take the information that’s in your head and we understand your endgame… and with powerful storytelling as the tool, we bridge the gap between you and your customers.

The content gets momentum and continues to deliver results long after it’s loaded onto the site, with SEO and Google traffic. Our stories keep going back to your core brand message and deliver a return on investment and brand growth, time and time again.

Contact us today to find out how powerful digital storytelling can transform your business.

Read more website content articles.

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      Brilliant Digital
      177 Victoria St,
      Smithfield, NSW, 2164

      Sydney based with clients Australia wide

      02 9939 5223