Use your customers' stories wisely: their testimonials can change the way you view your business.
Tell the truth : don't embellish! It's much easier to create an emotional connection by being simple and authentic than by making up a tall tale or only telling your successes.
Talk to a specific person and not a vague set of people. This will make the user experience more personalized with your prospect.
And if you don't know Humans of New York yet, go watch the videos, it's just awesome.
Telling a story: Airbnb focuses on authenticity
Airbnb, everyone knows it and has used it at least once to go on vacation.
But have you paid attention to the brand's communication philippines whatsapp technique and their content strategy?
Airbnb's digital content focuses solely on people, specifically the hosts who offer their homes and the travelers who visit them.
We are taking a very human approach which shows by example the importance for everyone to connect with other people .
You don’t just book a place to stay on Airbnb. You book an experience.
Airbnb also released a magazine called Pineapple . The focus is on connecting people across the world, in different cities, languages and time zones.
Of course, storytelling starts with yourself .
And here again Airbnb knows very well how to use this tool through an infographic to explain how three friends went from renting inflatable mattresses in a living room to a company worth 10 billion dollars.
What to remember from Airbnb's communication
Always ask yourself, “Would people want to read my content over a cup of coffee?” In other words, “Would they set aside a relaxing moment in their day to read me?”
Always come back to the human . Tell your story but especially those of ordinary people, your customers, your prospects…
Be sincere in your communication.
Dove: adapting its brand communication to storytelling
Everyone knows Dove.
The recognizable smell of soap, available in deodorant, cream and shampoo, often brings back childhood memories.
The brand is the perfect example of a successful adaptation thanks to the change of its digital but also physical communication strategy.
From product-centric communication, it has moved to effective storytelling, highlighting its main target: women.
Dove has made a 360 degree turn, moving from advertising hype to transmitting values .
Its goal? To show the beauty of all women in order to give them back their self-confidence.
For example, for its firming program in 2004, the slogan goes against the usual standards: "Proven effectiveness on real curves" .
Dove is a pioneer in this type of communication. Because if more and more brands show unretouched photos, curves and different ethnicities, this was not the case in 2004.
The emphasis is on the beauty of women, all women.
The brand went against the advertising trends at the time and guess what?
It worked!
By taking a stand on the sensitive public debate that is the pressure of the cosmetics industry on women (eternal youth, cult of perfection, etc.), the brand has succeeded in its bet.
Its products are almost no longer present in its advertisements and only women are put in the spotlight, telling us a story that is becoming more and more real : all women are beautiful and can have confidence in themselves.
