Connect to customers with micro storytelling
Updated: May 20
Great writing has the power to move people. To change minds, to create movements and challenge and connect us. The turn of a phrase about rain in a window can leave you breathless; the story of someone reconnecting with a lost love can resonate decades after you put down a book, which is why, if you go to bed reading Keates and then wake up and scroll onto a business website, it’s easy to feel a jarring disconnect.
Too many businesses want to reach people to sell their products and services that are amazing – but leave the copywriting on autopilot. Stories are for books and art and music. But for a website? Well, that’s just not possible.
But what if you could recreate some of the magic of a plot for a film, book or a song?
It makes sense to tell some kind of story – it’s what humans like to read. In the west, we enjoy stories that follow a hero (the narrator or subject) overcoming an obstacle, and reaching a resolution. It’s satisfying because our own internal dialogue makes us the hero of our own lives (the way stories are told in the east is different, but we can discuss that sometime over a tea). When it comes to words that grab us – we have to go all out.
Consider these opening lines:
“It was the best of times, it was the worst of times”
“Last night I dreamt I went to Manderley again.”
“It was a queer, sultry summer, the summer they electrocuted the Rosenbergs, and I didn’t know what I was doing in New York.”
All of these are so strikingly interesting- we read on.
We understand that a website selling widgets isn’t Anna Karenia. But we believe there is a halfway point where we can tell micro-stories. If you’ve ever put ‘we offer a world-class service’ or ‘read our reviews’ or ‘connect with us in Facebook’ – is that the best you can do?
How to story tell in marketing
Stories can be as in-depth or as short as you have time, space and capacity for but on a site, you may need to get behind the idea of creating more clicks. This is the antithesis to a one-click amazon style experience, but is that what you need? Remember you are speaking to a human who is considering a purchase. Gently lead them down your marketing funnel – helping them see not just a ‘buy now’ message, but real-life stories of how and why they need what you are selling.
Here are a few examples
‘Gift cards available for use worldwide.’
‘Janet hadn’t seen her son Michael since 2019 when he moved to Australia to found a new start up business, Acme INC. With a grandchild on the way, she wanted to send a gift that was really appreciated. Discover how they reconnected together with Keep Gift Cards, accepted in Australia and Worldwide.
‘We sell supermarket gift cards.’
‘During the start of the pandemic, we all faced challenges and worries. During the tough times, supermarkets stayed open for us. We know shopping can still be stressful for many. A supermarket gift card from Keep LTD can help. We caught up with Lynn Trapper, a key worker at Sainsbury’s who shares her experiences of working during lockdown and how people have been using their cards.”
‘Choose from a wide range of designs and personalise your card.’
“Looks matter. And when it’s a present, we all want that wow moment. That’s why we’ve not only got a library of free designs for every occasion, but you can now add a photo and a personal message too. What will you say? Why not view our gallery and see how others have designed their cards to thank the people closest to them?”
We've picked on gift cards today and I’ve just about touched the very surface of what could be done, but we
We hope it’s given you a spark of possible changes you could make to tell micro-stories and make a bigger connection.