{"id":28158,"date":"2021-10-06T00:00:00","date_gmt":"2021-10-05T22:00:00","guid":{"rendered":"https:\/\/migrate.psi-network.de\/2021\/10\/06\/storytelling-today-selling-better-with-stories\/"},"modified":"2022-12-12T15:53:40","modified_gmt":"2022-12-12T14:53:40","slug":"storytelling-today-selling-better-with-stories","status":"publish","type":"post","link":"https:\/\/psi-network.de\/en\/2021\/10\/06\/storytelling-today-selling-better-with-stories\/","title":{"rendered":"Storytelling today. Selling better with stories."},"content":{"rendered":"\n

Readers want gripping stories that entertain and offer informative added value. Caroline Z\u00f6ller, CEO of Forteam Kommunikation, knows how to write such texts. \u00a0<\/em><\/p>\n\n\n\n

Purely rational communication no longer fills shopping baskets today. Anyone wanting to sell products has to tell stories \u2013 with images, films and \u2013 especially \u2013 also words. Also in the promotional product industry. Caroline Z\u00f6ller, CEO at the Cologne-based agency Forteam Kommunikation, explained what copywriters have to pay attention to in storytelling at PSI Digital 2021.<\/p>\n\n\n\n

Transmitter for the senses, wake-up call for the emotions<\/strong><\/p>\n\n\n\n

Words can do more than just transmit information. They can bring up memories, trigger emotions, appeal to the senses and tell stories \u2013 provided the copywriter has chosen them well and orchestrated them into a gripping story. But what is the key to style in a \u201cgood story\u201d? Which sort of copy is most effective to communicate strategically? And by which (digital) media does it unfold its biggest sales potential?<\/p>\n\n\n\n

The three-second rule<\/strong><\/p>\n\n\n\n

Copywriters are under tremendous pressure. \u201cReaders decide is as few as three seconds whether a text captivates them and prompts them to read on or not,\u201d says communication expert Caroline Z\u00f6ller. She countered this sobering perspective by a motivating \u201chouse\u201d of five pillars that copywriters can orient themselves towards time and again. Caroline Z\u00f6ller: \u201cI have to arouse curiosity and offer clarity about the content from the first word. I need a consistent, image-like copy idea and eloquent vocabulary to emotionalise my target group. And there must be a logical, coherent structure that carries the plot.\u201d<\/p>\n\n\n\n

Copy optimisation: self-instruction by checklist<\/strong><\/p>\n\n\n\n

Copywriters benefit from checklists \u2013 not only as effective organisational aids but also as a personal intermediary lector that takes the quality of the work to a new level. \u201cWhen I started out, I always had a list of criteria lying next to my PC against which I critically checked my copy,\u201d reported Caroline Z\u00f6ller from her wealth of experience. \u201cThis was an ideal way for me to check I had not made any stylistic mistakes before submitting the work. Over the course of time, I was finally able to do this without the list because I had internalised my criteria \u2013 like learning them by heart.\u201d<\/p>\n\n\n\n

Tips for the text structure<\/strong><\/p>\n\n\n\n

Beating about the bush, stereotypes, stating the obvious, nominalisation, synonyms, repetition \u2013 good stories can do without all of this. Instead, they should be intelligently written and captivate readers with error-free grammar and spelling. Rewarding stories also score points with true added value, concrete examples, emotionalising speech and consciously selected adjectives. Any technical terms and abbreviations used should be explained as illustratively as possible. Caroline Z\u00f6ller also recommends: \u201cTo ensure the content remains understandable for the reader, copywriters should only write about things they really understand. It also helps to think carefully beforehand about how to address readers authentically and in a way that is appropriate for the target group. In this context gendering must also be viewed and implemented strategically.\u201d Rather than giving any general recommendations for the use of anglicisms, the CEO of Forteam Kommunikation felt that this depended on the target group and product and\/or brand to be promoted. However, a taboo for Z\u00f6ller was advertising speech \u2013 even though storytelling is categorised as content marketing.  <\/p>\n\n\n\n

Use a variety of text types<\/strong><\/p>\n\n\n\n

There is a variety of text types which, to Caroline Z\u00f6ller\u2019s mind, only develop the full potential of a content strategy and storytelling techniques in an individual interplay. Correspondingly, she says, a critical look at text type is worthwhile to generate maximum interest in a brand or product. \u201cClassic journalism like reports, news items, features, portraits, interviews, editorials, commentaries, reviews, glossies, essays and feuilletons continue to make a big impact,\u201d confirmed Z\u00f6ller. Beyond this, she urged the audience to focus more on the \u2018young wild ones\u2019: \u201cIn particular, those text types thriving on digitisation \u2013 such as blog posts and newsletter and social media posts \u2013 need to be to the point.\u201d Not only in terms of content but also in terms of form. After all, the content formats and delivery vary widely between Facebook, Instagram, Twitter, Pinterest, YouTube, Vimeo, TikTok and Twitch.   <\/p>\n\n\n\n

Blog post: offer added value, represent an opinion<\/strong><\/p>\n\n\n\n

Being to the point for a blog post means: the headline must arouse curiosity and the \u201cthematic hook\u201d must be relevant for the target group. Right in the first paragraph the topic is boiled down to the key statements before the topic is addressed in more detail later on and, if need be, current statistics or forecasts are intertwined. Only then, to conclude, do copywriters arrive at the product level. In Caroline Z\u00f6ller\u2019s view, product recommendations are suitable here in conjunction with concrete application examples, reference to special prices or a link to matching products from the range.  <\/p>\n\n\n\n

Newsletters: content appetisers<\/strong><\/p>\n\n\n\n

In order for the \u201celectronic circular\u201d to generate sustainable interest and significant traffic for the actual website, Caroline Z\u00f6ller recommends covering a maximum of three topics including boiler plate per issue. \u201cA newsletter must not overwhelm the reader,\u201d the communication expert warned. Therefore, she advised a crisp introduction and short texts. These should invite the reader to delve deeper into the topic, with (only) the boiler plate being dedicated to a specific product.<\/p>\n\n\n\n

Social media postings: in keeping with the channel is key<\/strong><\/p>\n\n\n\n

The relevance of social media is undisputed. Accordingly, the role of social media platforms, microblogs, blogging services, video and live streaming portals is significant for the success of a content strategy based on storytelling. However, the users, as well as the specifications and delivery formats (for example, of visible characters) sometimes vary significantly from one another. For this reason, text production must be channel- and target group-oriented, says Caroline Z\u00f6ller. The mobile internet has changed media use and established social media as a source of news. This has led to new reading habits that demand an attention-grabbing “hook” \u2013 regardless of whether it is Twitter or Twitch.<\/p>\n\n\n\n

www.planet-advertising.com<\/a><\/p>\n\n\n\n

www.psi-messe.com<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Readers want gripping stories that entertain and offer informative added value. Caroline Z\u00f6ller, CEO of Forteam Kommunikation, knows how to write such texts. \u00a0 Purely rational communication no longer fills shopping baskets today. Anyone wanting to sell products has to tell stories \u2013 with images, films and \u2013 especially \u2013 also words. Also in the […]<\/p>\n","protected":false},"author":32,"featured_media":12961,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[359,365,366],"tags":[],"class_list":["post-28158","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-en","category-psi-en","category-psi-digital-en"],"acf":[],"yoast_head":"\nStorytelling today. 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