The science of storytelling can help your MSP business put together compelling content that appeals to your audience’s emotions and senses. Good storytelling makes your readers feel something, whether it’s empathy, excitement, or anger— it forms a bond that creates a connection. This bond with your audience generates trust and authority for your business.
How Emotions Build Trust with Your Audience
Informative stories reach beyond the noise of online ads by influencing prospects with powerful content that sticks with them. When you produce stories that resonate with people, they remember your message because of its emotional relevance. Emotional storytelling captures your audience’s attention, engaging them and influencing their decision-making, which results in leads.
In a Harvard Business Review article by neuroeconomist, Paul Zak, he said that when you hear emotional stories, your body releases the trust hormone, oxytocin. This hormone lets your brain know that everything is fine, which builds your business’ credibility.
What Are the Basics of Storytelling?
To create a memorable story that attracts customers and converts leads for your MSP business, your story needs the following elements:
• Create events that have a beginning, middle, and end
• Have a specific point of view
• Target your audience’s emotions
You can use many different formats to have an emotional impact on your readers, such as blog posts, visuals, or a combination of all of them.
What Makes a Successful Business Story?
The content you write should be credible, truthful, and provide real-time benefits for the audience. If you engage the emotions of your readers with compelling language, accurate details, and a logical sequence of events, you can bring your brand to life. Effective storytelling helps you build a trustworthy relationship with your audience.
The Key Elements of Emotional Storytelling
• Know your audience – Before beginning your story, you need to know your audience. What do you want them to know about your business and what to you want them to do? The next step is to figure out how you want to get your point across to your readers.
• Choose a communication method – Decide the most effective method to communicate with your audience. Do you want some type of visual storytelling, such as charts, graphs, illustrations, or videos? Or, would simple text in the form of blog posts or white papers be the best communication tools for your message?
• Eliminate excess words – When it comes to presenting content to your readers, keeping it focused and uncluttered is the goal. Your audience wants clear, precise information rather than having to figure out complicated concepts. Making your content easy to read helps you to direct your prospects to the information you want them to remember.
• Focus on the topic –Imagine your business goal and your story’s topic and create content that touches the emotions of your audience. You can strategically direct your readers through your focused topic and the way you want them to use the information in the story. Keep your content focused by using simple, emotional language.
If you recognize the need to communicate with your audience emotionally with storytelling but feel you lack the expertise to write compelling content, we can help you. Contact MSP SEO Factory and we can create content that works for your MSP business.
About our Contributor
David Walter is the Founder and Marketing Director at MSP SEO Factory, a company providing IT marketing to businesses in the United States, Canada and Austraial. Their expertise is creating managed services marketing ideas and turning them into original, optimized blog posts. Their process involves in-depth brainstorming, thorough editing, and effective promotion of fresh and unique articles for their MSP Business clients.
He has 17 years experience in marketing for the IT industry, as well as experience in direct MSP marketing, internet marketing, article writing. David speaks at trade shows, webinars and is a sales trainer for major IT companies. He is also a published author; his latest book is ‘Stratospheric Marketing Secrets’.