Tell Stories In The Buyer’s Journey | Storytelling in Content Marketing (Part 2)

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Hey there, Copywriting Storytellers!

In part 1, we talked about how to relate to your target audience. Don’t forget to check that out.

Next, we’re exploring the second component: mapping your story to the buyer’s journey.

To do so, first, you need to incorporate what you know and learned about your target audience. Doing this allows you to create what is called the buyer’s persona, “which includes every shared trait of your ideal customer,” says Elise Dopson, an entrepreneur and marketer.

According to Dopson, a business-to-business (B2B) buyer’s persona would include details like job title, company size, industry, challenges, and goals and motivations. Having this ideal buyer in mind allows you to craft your marketing materials and storyline for one specific person or people.

This makes it easier to think about that individual because it is as if you are writing just to them.

With our buyer’s persona in mind, we can now think through the details of this particular buyer’s journey. Hubspot’s Lauren Hintz provides us with the basics of the buyer’s journey, which includes three distinct stages: (1) Awareness, (2) Consideration, and (3) Decision.

Awareness Stage

In the Awareness Stage, buyers are in the process of tackling their problem or challenge. This is an opportunity to help inform your buyer by clarifying the problem and potential solution. Lintz also points out that this initial stage is a good opportunity for companies to ask questions that help buyers understand the consequences of inaction and common misconceptions.

Consideration Stage

Secondly, we have the Consideration Stage. This is where buyers “have clearly defined the goal or challenge and have committed to addressing it,” says Hintz. People are doing their due diligence, so any guidance you can offer in this stage is key.

A good example of how companies attempt to help a buyer in this second stage is with Facebook retargeting advertisements. You may see this with other social media sites as well. You are looking at a pair of sunglasses on one site and then you keep seeing different advertisements for the same sunglasses on Facebook or Instagram. That is the Consideration Stage at work—as the company attempts to win you as a consumer.

Decision Stage

Lastly, it is time for the Decision Stage. Here, buyers have selected a choice for their solution. The question for any company here is twofold: why did they—or did they not—choose us? Hintz has companies think about what customers like about their offerings versus alternatives. If someone is shopping on Amazon, this is where they are reading reviews and ready to click the “Buy” button. You need to convey to the buyer ready to click why your product or service is superior.

How do you bring the buyer along in their journey?

One of the best ways is with a story that relates to—and educates—them along the way.

I worked with a client named Stephen Scoggins as part of my new venture as a public relations freelancer. Stephen is a fantastic entrepreneur and started many successful companies. In working with him, I became well-versed in his story.

I was tasked with helping him get covered in various national publications for his company, The Journey Principles, which helps individuals live their best lives. It is Stephen’s own story that resonates most with his core audience—one that details his life from homeless to millionaire.

People who become aware that they need to change, then consider the possibilities and ultimately decide on Stephen’s consulting do so because of the “relatability factor” of his inspirational story.

How will you implement this today? Email me and let me know.

Until next time, stay inspired…

Dave

Over on Twitter/X - Upgrading the Buyer’s Journey with AI

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