As hundreds of apps stack up the sales selves in the app stores, getting noticed is becoming increasingly harder. In the cluttered marketplace for valuable apps, app developers for once cannot simply bank on breakthrough apps.
They must make their apps tell a compelling story to the masses.
Telling compelling stories has become the cornerstone of all promotional work. In this post we will talk about app promotion with a special focus on promoting it through a story. We will link it with the role of social media in developing broader stories to promote your app. Furthermore, we will be discussing how to leverage customer feedback to improve your app.
What Is Story Telling?
Stories speak about events, connecting them in a way to create an engaging and memorable narrative. They are used to hook the audience by entertaining them, simplifying concepts to make them more memorable than a set of instructions, and by establishing an emotional connection with them.
The best part is that every story conveys a punch-line, a morale or lesson learned. For us app developers, that punch-line is the benefits that the customer will gain.
Marketers have used story telling as a tool to establish an emotional and personal connection with its target audience and to entertain them. Both encourage greater customer engagement and loyalty.
The Ways To Tell Stories
An app story must always leverage it’s the core functionality to build a narrative around it. Now, to tell stories you have to think like a marketer, hence when I say “core functionality,” I’m not talking about its features only. I’m referring to its human component. Consider the following three human components: emotional, newsworthy, and insights. Let me share examples of apps:
- Emotional — Emoticon captured happiness, Instagram captured memories, and the Crying Translator (who remembers that one?) captured sadness. Your task is to locate the emotion your app will/can capture and affect. Your story will then be about making people experience those emotions.
- Newsworthiness — Some apps leverage and become connected with trends. Take GAG9, it talks about anything with viral potential and is linked with fun Boating Weather became linked to spring season and the TanningBooth was connected with getting tans in winter. Find what is making news in the market, get a hold of it, and use it to promote your story.
- Insights — If your app is educational in nature, raises awareness, or sends special messages than your story can be built on the insights delivered. Dumb Ways To Die is an excellent example of a story app, other examples include #Climate and Images of Change, or Stand Up to Cancer.
How To Build A Compelling Story
You know your app inside out. Talk about your back story, what inspired you, the events that led to that inspiration, and how you moved from your idea to creating a basic blueprint for the finished product (your observations and your research). Now it’s time to:
- Introduce a CHARACTER to which your audience can connect with (hint: it’s the target user profile you must have built before building the app).
- A SETTING for that character (the instances and incidences that could have been made easier if the app was around).
- A PLOT for the story and how it will lead from a problem and conflict to a solution and conclusion: your app.
- The THEME your stories will revolve around (more on the plural stories later).
Okay, now remind yourself that this is not your life story.
It’s about the app.
And you have to focus clearly on showing how each event pushed to the next and how each of the apps feature (or a combination of several features) is geared towards a specific benefit for the customers.
The Next Problem: Story Telling Is Becoming Common
Your story can be told in the app description, in the app, on your website, social profiles, and on your blog. You have to leverage every communication channel to make the story prominent. However, this could lead into thin content where one story is repeated in different ways across all platforms.
It is true that telling a compelling app story at launch is critical, and promoting it properly is essential to its success. However, what is even more important is developing a story around the app to promote the app’s story itself. The broader the story, the more engaging it becomes and hence allows your app to stand out from the crowd. This is where the social platforms and influencers step in.
These are the platforms where you can promote the story of your app’s development, the challenges you faced, the features that you hope to add. Detailing the challenges makes it easier to highlight your commitment to delivering a more valuable app.
Conclusion — Learn From The Users
Your app’s story brands your work as being all about your users. So learn from them. Engage them and use their feedback to create more compelling stories and hence a more robust app.
This article was syndicated from Business 2 Community: Can Story Telling Help You Promote Your Product?
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