The Storytelling Based Advertising Strategy
The concept is based on the “Seinfeld sequence”, used in email marketing. At least that’s what Russell Brunsons (and many more marketers) called it.
What is it?
Basically, people like to know and hear about the lives of others when they are interesting enough. (Hi, influencers!)
And if you already have a big follower list, this will become true in practice.
The point of the Seinfeld method is:
- grab a current professional or life event, challenge or twist (anything that might be interesting)
- tell this to your followers as if you were telling a friend in a conversational style
- make a conclusion at the end of the story that points to your CTA
Seinfeld says you can write a story about anything:
- What’s going on in your life?
- What happened that’s embarrassing?
- Where are you planning your vacation this year?
- What has changed in your life?
- What did you do recently that you now regret doing?
- What did you buy that you love?
- What made you angry?
- What made you laugh?
- What funny stories do you have about your past?
“The child got sick today. But it’s okay.
As a business manager, my biggest fear is not seeing the production line down or failing, but seeing my own child suffering.
Doctor, drugstore, tons of tissues … you know it.
I’m here because it’s my job as a mom to be next to my child when they are sick.
And I’m grateful to myself for the decision I made three years ago that allows me to be with my family now – whenever I need and whenever I want.
The day when I decided that I would no longer be a slave to my company. The day when I decided to automate what I could. What I can’t automate, I outsource.
It wasn’t an easy process, that’s for sure.
But now, when I sit here with my child, they seem like small challenges.
In this e-book I describe how I successfully automated and outsourced my business. If you want to be with your family when you need to… ”
There’s always something interesting going on with your brand, and if you know a even just a little about your products and services (not just as a professional, but as an entrepreneur), you won’t have trouble writing stories like this … or just recording a video.
You can also send an email with these stories or videos (even daily).
So there is a product that ideally solves a problem. The next step?
You are simplifying this problem to the most basic, elementary level. So the campaign will be TOFU (top of the funnel) for cold audiences. The following video example is especially well-suited to Facebook, which has complex algorithms specially tailored for video.
The first step in the concept is very simple: upload a video to your Facebook page every day.
Then you start making videos around the problem:
- 3-4 videos of the problem, and agitating the problem
- 3-4 videos about a possible solution (approaching your product)
- 3-4 videos are specifically for product promotion
Then the videos go out every day. (To start, the first 3-4 videos explain the problem. Then the next 3-4, and so on.) Your followers will respond well to your daily videos, it leads to more organic reach.
If you can engage your audience with your videos, the effect is even more spectacular: every new video will get more and more organic reach.
But we are not stopping here with using the smart algorithm of Facebook.
We need to create a target audience for each video
When creating your target audience, you need to set how many people consumed a certain number of seconds or percentage. In my ongoing test, I was targeting video viewers who watched 25% or more.
That way, your large, broad audience will be your more closely targeted, with people who are somewhat curious about your topic and have already heard from you.
And then let’s start spending:
- you might want to promote videos to your relevant target audiences (optional)
- make sure to promote Video 2 to those who watched the first (so the audience of Video # 1)
- then promote Video 3 to a targeted audience of Video 1 and Video 2 viewers and more.
Ideally, this process will allow you to promote promotional videos to a super-heated sales-ready audience. They already know you, have watched a video from you, understand the topic, and so on.
Your spending goes where it counts, you are promoting to an audience that is thoroughly engaged with your brand and product, and your conversion rates will reflect this. All because you took the time to share a story with them and capture their attention.