It is essential to constantly question yourself to stay at the forefront.
Selling today requires good storytelling and no longer product-oriented communication.
A committed speech , even if it contradicts public opinion, is preferable for finding customers.
Read also: Copywriting: my definition!
Don’t fall into the storytelling trap…
Be careful not to fall into a pitfall: surfing on the trend . philippines whatsapp v The primary goal of storytelling is to highlight your values to reach your target. It is not about surfing on current topics and "trendy" commitments and saying to yourself, "hey, if I communicated on that" .
Beware of appropriating much more important fights. Don't show yourself to be committed to a cause (feminism, the fight against discrimination, sustainable development, etc.) if you are not really committed.
Already because it is not honest, then because you would strongly risk bad buzz…
When I talk to you about this subject, I inevitably think of the L'Oréal brand which released an advertisement in 2020 with their famous slogan "I'm Worth It" in support of the black community after the death of George Floyd.
Unfortunately, the brand's old ghosts caught up with him: model Munroe Bergdorf was fired in 2017 for speaking out against racism... The brand rehired him in 2020 in the middle of the Black Lives Matter campaign... The word that comes to mind is hypocrisy, right?
There is a fine line between genuine support and a marketing strategy for a publicity stunt, and Internet users are the first to step up...
The brand's commitment against sexual harassment has also sparked debate. And have you seen the message delivered by Camille Lellouche for the brand? What do you think? Sincere commitment or surfing on a "trendy" commitment?
If you want to implement storytelling in your business, do not hesitate to contact me . I would be happy to help you!
