When it comes to direct mail strategies, storytelling is one of the most effective.
There are many different strategies you can employ to make your direct mail marketing campaign more effective. And, while the best strategy for you will depend on a number of factors, there’s one strategy that no direct mail marketing campaign should be without — storytelling. In a previous blog, we touched on a few of the many benefits of including storytelling in your direct mail marketing campaign, so if you haven’t already, check it out. But, understanding the importance of storytelling is easy; using it effectively in your marketing campaign, on the other hand, is not so easy. That’s why, in Part 1 of this series, we touched on a few must-have elements in your marketing story. Today, we are going to go over a few tips to take your marketing stories to the next level.
#1. Consider your end goal.
If you had a chance to read Part 1, then you already know that you need to have a goal in mind before you can write an effective story. So, before you do anything else, take a few minutes to determine what your goal is. Are you trying to attract new customers to your company? Or, are you promoting a specific product, service or event? Once you know what your goal is, you can build your story around it.
#2. Base it on true events
Making up a story can be an effective way to draw customers in because it gives them an example they can connect with about what you have to offer. However, what’s even better than a made-up story is a real-life story. If you have been able to help customers or clients in the past, showcasing a success story can be a great way to jump into storytelling in your marketing campaign. Plus, these kinds of real-life examples are far more convincing to your audience because they come from your existing customers or clients, not from you. Every company claims to be the best, but in order to stand out, your customers need to say that you are the best.
#3. Use images and design to tell your story.
Images are a must in any successful story. Why? Because the human brain can process an image at a rate of 60 times higher than it can process words. And, although you have a little more time to grab the attention of your readers than with many digital strategies, like social media or email marketing, you still don’t want to waste any time. You can’t rely on the story alone to compel your readers to want to read it. But, using imagery and a thoughtful design will help you draw your readers into your story effectively.
#4. Paint a vivid picture.
In our last blog, we talked about how, when you’re reading or listening to a story, the parts of your brain that are engaged are the same parts that would be engaged if you yourself were in the story. That means that stories help to create connections based on all of the senses. But, in order for your readers to feel, smell, taste, hear and see your story, you have to paint a vivid enough picture. Unfortunately, not all marketers are great writers, but you don’t have to be John Steinbeck to write an effective marketing story. You just have to make sure that you are showing your readers what is going on, rather than simply telling them about it.
#5. Aim for empathy.
There are many reasons why stories work so well in marketing, but one of the main reasons is that we can connect with stories. People are always looking for the things that connect them to stories around them. Consider the fact that the most sympathetic characters throughout books and movies are only sympathetic because we see ourselves in them. In order to compel your clients to act, you need to create empathy for the character or characters in your story. A successful marketing story is one where your audience can put themselves in your hero’s shoes.
#6. Make it emotional.
The most memorable stories are stories that pluck at our heartstrings and make us feel. Whether your story leads to laughter or tears, striking that emotional chord will make your story more meaningful and more memorable. Not to mention, people are more likely to share stories that stir feelings and emotions with friends and family, getting your message out there even further.
Tell your story with direct mail envelopes from Worcester Envelope Company.
Most of us were told when we were growing up not to judge a book by its cover, but when it comes to direct mail, that is exactly what your readers will do. Make sure that your story doesn’t get thrown away before your readers actually read it! Let us help you create direct mail envelopes that demand to be opened. Get your free product quote today.