– There are multiple different ways to be able to grow your business
online with copywriting. There's so many overwhelming
different formulas, tactics and all these
things that you can write. My name is Benson Sung,
today I want to give you the six core story
formulas that you can use to quadruple your business or
any business for that matter. (lively music) – As fellow human beings,
one of the core ways that we communicate is through emotions. We are able to use emotions first, we see that and then
we justify with logic. It's why stories are so popular in movies and entertainment these days. When you watch a movie, the
first thing that they start with is not about the fancy fights
or all these different things, they start with the
background of the character. There's a character and
there's a struggle and then there's a story behind why
that person's struggling, why the character's struggling
and how they overcome it and then they become a success or a hero.
And if you look at the story of the trends of every single movie or
entertainment that you watch or even a TV show,
there's always the story that is selling the viewer. They're selling you on watching and keeping them very engaged. Now there is formulas for you
to be able to do this as well. To demonstrate that emotion,
to build that relationship, build that connection
with your target audience and that's what we want
to do with storytelling.
People only buy because
of people that they know, they like and they trust. These are the three core
things of why people buy from people, and what's
great about storytelling is that when you're a
company, you're able to… It's hard for you for people
to connect with the company, it's easier for people to be
able to anchor themselves, anchor your business
and anchor your company as an individual using
storytelling and emotions. The first formula for
storytelling using copywriting is your brand/company storytelling. How was your company founded? What was the history of your company? Why is it important? What are the emotions
that your company elicits? What is the values that
your company represents? You want to make sure
that you tell the story about your business.
How it started, why it's important. I think some of the companies
that do this extremely well is two different types of companies. One of the ones I'm gonna
give you as an example is Burberry. Burberry actually is able to, it's a luxury bag brand its
worldwide recognized brand, you're able to actually
see; there's a video that they created that
you can see right here. And there's also the website. They give a background
history on how they started, how they were founded,
what was the struggles, the challenges that they went through and how were they able
to achieve the results.
How were they able to be on
national and international brand and become the luxury
brand that they are today and be so successful. So being able to tell your
story behind the scenes of how things happen, how you got started, how you got founded,
what you went through, and how you became who you are today, the values it represent
is such an empowerful emotional connection that
you're able to bridge with your brand storytelling. The other company that
you're able to do this with that you want to check out
is looking at Honest Company. Honest Company the one with Jessica Alba. If you go on their page, you
can see that they focus a lot on talking about their
original origin story and they focus on using Jessica's story. So Jessica becoming a
mother, she was having kids and then she used that to
bridge the emotional connection with other parents, other
families, other mothers.
So you can see Honest
as the company is using an influencer or a person
to tell their brand and company storytelling. So that's what you want
to do for your business. You want to make sure that on let's say your About company page or your Bio page, you don't make it about the logical stuff like all these different things. You really want to tell the origin story, how you got started and
what were the failures, the challenges, the struggles
that you went through? When you do this you're able
to build that connection with the person that you're
going for your target audience. They only want to know
more about who you are and what your business represents, why is it important for them? They really want to know you
stand for the right values and that's important for you.
The second way to be able
to effectively tell a story is using the social impact
storytelling method. And a social impact storytelling
is used by companies, that's actually doing a
lot of good in the world and they're also using it as a way for us to invest more money and
spend our money there because it makes us feel
good about ourselves. You see this with companies
where for example, there's a company that says every dollar that you spend with them,
they donate ten cents or 20 cents or whatever cent to a community, to a third-world country, to a charity or to whatever a
cause that they're supporting. So that's one of the great
ways of actually being able to tell a story about a business is that every time when you spend money, people want to feel good about themselves.
This is why it's so powerful. So for example, if there's a company A every time you spend $20 to
buy their bag for example, they're gonna take it and then that's it. Versus if let's say there's
a company B that says, "Hey, thank you for giving us $20, "every time you give us $20, "we're gonna give back
$2 or $3 to help people "that are need in a third world country." Now if you as a rational
person right here, if you see both companies
and they were selling the exact same product, they had the same brand
and the same marketing but the only difference was that company was getting back to society, where would you most likely
invest or spend your money? You would definitely be spending it in the person that's giving
back to the community, to this society so that's why you, that's why it's such a powerful thing.
Now obviously they're doing a lot of great buy at the same time they
know that they're using the storytelling method once they amplify and put it in the world
to their target audience that the target audience
will resonate with this. And so the using as a way
to also attract more sales, more revenue, more customers
as a storytelling method because it's actually a very powerful way. People always want to, keep in mind, people always want to feel
good about themselves. They want to be a good
Samaritan and they want to know that they're doing the right thing. The third way to be able
to tell a story effectively is the clients storytelling method. Now client storytelling is for example, anytime you have a customer or a client that has a raving review
about your product or a raving review about your service, you're able to document those via video and you're able to show it.
You want to ask some questions
like how was your experience, why did you go with us, what kind of, what changed in your life for you to come and use our product or service? Wat results were you going
for or were you happy with it? What would you tell
someone that is thinking about buying your product or service? You want to focus on where
your customer or client was before they use your product or service, and then where they are now when they're using your
product or service, and it's obviously in
a better place, right or they solve the problem that they had or they struggle with. This is a very powerful way
to be able to give trust and build our relationship
and build the credibility of your business is by using people in your target audience
that you're going for and have them instead of you
saying how great you are, you use them, your target
audience, to tell the same people that you're going for, how great they are.
It's word-of-mouth, it builds
referrals and it also builds your word-of-mouth marketing
which is really one of the most powerful ways to build a
marketing as word-of-mouth and that's how you do it
with clients storytelling. You make these into videos,
you share these with people, you use them in your marketing campaigns, you'll attract more of
the same target audience that you're going for and
you wanna you interview your 10 best customers and clients, and be able to capture these
things and tell their story. Not your business, tell their story. Forth effective way to tell a story is using options storytelling. Now option storytelling is for example let's say you have
multiple different products and services, you have competitors, right.
So you can say like for example John, you're visiting this website, you're about to buy
this product or service. I'll tell you exactly what
happens when you go with let's say a competitor or you go with a complementary product
or you go with our product, when you go down these different pathways, when you buy their product
or you buy their service, here's what you can expect. You want to almost lay out the story, you want to lay out the
roadmap of what happens if they choose your product or service versus if they choose your competitor or versus they choose a
complementary product. So for example, let's say
someone wants to buy shoes, right or they want to buy a fitness product. So let's say there's a
fitness type of equipment. If they use your new
revolutionary type of equipment versus a competitor, you can say that they can save themselves time, they can save themselves money, they'll get better results. But if they go with the
competitor, they'll get… They might get results but it
might not get as best results as they, if they were using your product.
What does the journey look
like from start to finish? Show this to your target audience
and show them the process. One of the great ways and examples that I want to show this with you, is one of the biggest
companies in the world, Apple. If you go on Apple's website, you can actually see their
manufacturing process and they lay it out on their website. You go on there you can
actually see they show their responsibility for their suppliers, how they move through the products, how they care about their employees and care about all these different people that are helping them make their product.
So they're telling the
story behind the scenes of how their product goes from A to Z, and this is a powerful
way that you can use too for your product also. The fifth storytelling method
is choices storytelling. If you were to buy my product
or service for your company, what does this step look like? What is that journey of a road map? If let's say they buy
a competitor's product or a complementary product,
what does the journey look like? So for example let's say
you have a fitness product and you have this equipment
that allows people to lose weight, let's say
it's a barbell machine. Then for example you
show that barbell machine and you say okay when you
use our barbell machine, you're able to save more time, you're able to lose weight,
you're able to build muscle, you get better results. It's actually shown that
when you use our equipment, you're able to get two to
three times better results than the competitor. And you say okay, if
we go to a competitor, it might be cheaper but
why would you sacrifice the cheaper product to get less results.
You want better results
not a better equipment. Sixth and final way to
be able to tell a story, a very compelling one
and the most powerful one that you can use is called the emotional identity storytelling. My emotional identity storytelling is being able to tell a
story and elicit emotions from your audience, and being able to convey
that you have values and you have goals and
that are in alignment with who they are as a person. That's super powerful. Now really all examples
that I want to give you instead of me trying to explain it and you can see it in
action in the real world, look at Dove.
Dove is one of the most
recognized brands for soaps but if you think of soap,
soap is a commodity, right. You can buy soaps for $1, you
can buy soaps for a few cents, you can get expensive soap. Soap is a commodity you buy it anywhere, you buy organic soaps and
all these different things but what Dove has done
masterfully and beautifully is that they're able to tie
their soap with an emotion. If you go on their site,
they actually do not talk anything about soaps, they focus on what, they focus on women. They focus on the word beauty. They've been able to tie
emotional word beauty with soap. Now that's a very powerful connection. So whenever people hear about Dove, they don't hear about soap. They've been able to convey
their brand, their emotions, their value so well that
when a woman hears Dove and you look at their advertisements, they convey beauty,
women, being authentic, being yourself, being who
you really are, right. You got to have confidence. They elicit all these
different emotions, convey them through their branding,
through their messaging, through everything that
they're doing in their business and their marketing, and
also their advertising.
The next one that I want
to give you in real-life for example is a most popular energy drink in the world, Red Bull. Red Bull has been able to
convey their brand as energy, extreme sports, taking their
life to the next level. If you want to experience
something different from your everyday
life, you need Red Bull. They, that's why they can
convey with everything, if you go on their site,
they do not talk anything about their energy drinks. The only thing they focus
on is extreme sports, taking it to the next level, soar into new heights,
all these different things so when someone hears Red Bull, they're not even thinking
about the energy drink as much. When I hear about Red Bull,
internally, what they're feeling is they're feeling oh, this is how I'm gonna change today, Red Bull. I'm gonna take myself to
the next one with Red Bull. Being able to feel these
things is extremely powerful when someone hears about your brand. So demonstrating emotion
is extremely important.
Now the third one and final one is one of the most recognized fitness
brands in the world, Nike. When you hear about Nike, you hear, you think fitness appear on
all these different things, but what they've been able
to convey is what, success. Right, being able to push
yourself to the next level. Don't be the same way keep
taking it to the next level, keep pushing yourself and
you can be successful. Just do it, just take action. So when someone wears Nike, they automatically feel
like I'm successful, I'm taking action, just do it. I'm gonna do this, this is a new me just by wearing their product. Even though what they're
selling is truly commodity, you can buy shorts, you can buy shoes, you can buy clothing
anywhere, right but they're… They've done it so well with the emotional identity storytelling that they're able to
convey so much emotion when they hear about their
products or services. And when you think about
all these three things are basically commodities but
when you tie with an emotion and you're able to convey it so well, then your consumer can't differentiate.
They feel that emotion, they buy emotion. Remember, people always
buy from people they know, like and trust. They even though they're
companies, they've been able to establish themselves as
emotional hubs for these people. So you want to make sure
you want to figure out what is the emotions? One of top 3 emotions
you want to focus on, conveying to your target audience. What are those things that
you want to demonstrate? What do you want them to feel when they use your product or service? What are those things,
what are the three things? When you demonstrate those things, it conveys such a good brand, your storytelling and everything, it will change your business forever and the way that you build it and how you mark it out to the world.
So that's the sixth and final one. Now that you know the six
core storytelling methods to take your business to the next level, and it really will set the bar really high and take you to new heights, you can be able to grow your business using storytelling and
differentiate yourself from a competition. What your consumers will be able to see when they feel like motion
your business is next level. So three things I want you to do., I want you to comment below, what is the one storytelling method that you're gonna be focusing
on first in your business? And then I want you to hit
the like on this button, let me know that you liked
this video, you like this, you got value from this video and content and at the same time the third one is I want you to subscribe. It's gonna be me, right here, you can see. I want you to hit that subscribe button and join the community.
I don't make any money
making these videos; it's really for me to give back to you and give back to the community. I want to add value to you,
I want to make it easier for you to grow your business online. So join the community, be a part of this, let's communicate and connect. So thanks for watching this video and I'll see you in the next one..
