Gaining Impact With Your Call to Action Through Storytelling
People love a good story, and impactful storytelling can bring shape, context and meaning to your next call to action by inspiring your audience to take action and shape their beliefs about your message and brand.
Hollywood story and screenwriting guru Robert McKee in his 2003 book Storytelling that moves people, said that “storytelling is hardwired into the way we think, how we process information and how we learn.”
Compelling storytelling is all about creating an emotional connection with your audience. There is no better way than creating a story with heroes and villains that can be relatable to real-world scenarios.
Good stories help make your pitch:
- More personable
- Enables people to relate to and connect with your brand in a more profound and meaningful manner
- May trigger people to consider your call to action
- It leaves an impression on your audience that will help them remember your brand and call to action
Four critical components of a good story
- Who’s your hero?
- What do they want?
- What’s stopping them?
- What’s at stake?
Your hero must be relatable and enable the reader to connect with them and is your connection between your potential customer and your product or service.
To be relatable, your hero must reflect your customers' lives, needs and issues.
You want your audience to see how your product or service will satisfy their needs and be front of mind when answering your call to action.
Your overall story should ultimately identify what stands in the way of your audience, and it should contain conflict.
Conflict is the struggle between opposing forces, and in your story, you need to solve your audience's problem.
Identifying conflict in your story will keep it interesting.
A good story will leave your audience feeling a resolution to their problems and needs.