In the previous article (if you missed it also read How to Explain and Promote Your Lighting Technologies) I spent a few lines introducing you to two marketing techniques used by large companies to explain and promote your lighting and non-lighting products.
I told you about how much difference investing your time in creating Storytelling and/or Video Tutorials can make for two simple reasons:
- getting the story of your company and your products out there by exciting your audience by capturing their attention,
- to meet your customer’s needs by simplifying their lives by offering them a playlist of video tutorials in your customer care explaining the functionality of your products.
Why storytelling
Storytelling is about communicating something through a narrative, appealing to the emotionality of the viewer. A well-written storytelling intrigues, attracts and captivates the audience.
The first step to be able to write a successful storytelling is to carefully study the profile of our target audience and build a story tailored to them, then define whether to use a personal tone or an informal tone, until deciding on the right communication channels (social media, blog, etc.).
The second step is to write a story that considers three specific moments -:
beginning, breaking/crisis, ending/overcoming difficulties.
When we think of a storytelling we have to imagine it as a fairy tale: the story unfolds with a beginning, a difficult event and finally a positive ending.
From here we need to identify the theme of the story by writing a compelling plot that we think will appeal to our ideal client.
Always taking the fairy tale as a reference model, the storytelling should include some characters such as the hero, the anti-hero, the magic tool and the helper.
Based on the above, consider some focal points to include in your storytelling such as your company’s identity, the reasons why your company exists, its values, etc.
In a nutshell, story writing could involve a very simple plot where the customer takes the role of the hero, your company that of the helper and finally the
As you have seen for yourself, storytelling is nothing more than a short but interesting story that engages your client, makes him feel important, and lets him know that you can be his favorite helper in defeating the adversities that can happen to him on a daily basis.
Choose your viewer
Define the proficiency of your viewer (buyer persona)
Choose the transmission medium
Video, Blog, Images…
Write your story
Plot
Beginning, Crisis. End
Characters
Hero, Antihero, Helper, Magic tool
Focus points
I choose the focus points to convey
Why the Video Tutorial
The same can apply to Video Tutorials. Since your audience is convinced and has decided to contact you as a helper to solve their problems, do not abandon them as soon as they have given you their trust. Supporting him even when he has now become your customer will help build his loyalty and convince him to come back to you at the next hurdle.
Were you able to get him to understand that your LED lighting system can solve the problem of bad lighting in his living room that unfortunately faces north? Create a video tutorial where you give him some advice on the correct location of the lighting system, then when he has decided where to install it and wants to save the expense of the electrician, explain to him how he can install it himself (assuming it can be done).
Conclusions
The heavy use that large companies make of these two very similar methods is overwhelming evidence of how much they can change your company’s image and the public’s opinions about it.
Of course there are different ways to convey a Storytelling or Video Tutorial, this all depends on the profile of your target audience, but since I have been thinking about lighting companies as our main audiences I have prepared 10 examples of Video Storytelling and Video Tutorials that you can discover for free by clicking here.
Today we have seen in detail the potential of these two communication tools, next time I will show you some case histories that I have solved firsthand together with my team to meet the requests of some of our clients. See you next time!
