Curious how to let stories do your selling in paid social? Here's how.

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How to create fans, and extend your reach
The Inigo
Montoya Guide to
Storytelling in
Paid Social

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What most brands think of storytelling

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How brands sometimes treat users

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Ask the user to find out (without asking)

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Telling the user…
Feature-based ads
• What it does
• How it does it
• What it costs
• Time it saves
• Etc
 Quantifies stats related
to product
 1.2% CTR
“I have studied fencing my whole life, so I know
what I’m doing.
My dad made swords when I was a kid, and he was
really well-known for it. He made them custom for
very rich men, even for one who actually had six
fingers. But when it was time to pay up, he
refused to, and my dad challenged him.The guy
killed him, put these scars on my face and I’ve
spent my whole life searching for him.
I’ve studied under some of the greatest fencing
masters , so when I meet him, I’m going to
introduce myself and avenge my father.”

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Versus asking the user to find out
“ Do you have 6 fingers on your right hand?”

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What happens when you engage in asking
Story-based ad copy
Quantifies stats related to
belonging/community vs.
product
2.2% CTR

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Share these #SMXInsights on your social channels!
#SMXInsights
 Invite the user vs. telling them.
 Think outside features to numerical
justifications that fulfills an emotional
angle.

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Use what’s memorable & don’t fight it

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Do You Remember His Real Name?
…….It was Count Rogen.
But we only remember him as
the 6-Fingered Man.

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Use those things that people search for
6-Fingered Man
Landing Page
• Facebook pixel on
here

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Leverage bottom of the funnel searchers
41% Reduction in cost per
MQL

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Share these #SMXInsights on your social channels!
#SMXInsights
 Drive the type of traffic you know you want
 Create lookalikes for higher-funnel & kick
your story-telling into overdrive

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Use the 6-Fingered Man to tell several stories

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Storytelling = Engagement = Lower CPM
Ran as post engagement: $3.90 CPM vs. $5+
Higher CTR vs. SiteTrafficGoal: 4.57% vs. 1.8%

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Storytelling = Engagement = Lower CPM
Video Funnel Aggregate: 301% ROAS

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Share these #SMXInsights on your social channels!
#SMXInsights
 Stories are the heart of online conversation
 Tell them and watch enagement soar
 Engagement = lower cost
 Engagement = eye-catching

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Our brains are crushed with information daily
455,000 tweets per minute
46,740 posts on Instagram per
minute
15.2m texts sent every minute
269b emails sent per day
https://blog.microfocus.com/how-much-data-is-created-on-the-internet-each-day/

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Know your brand and repeat it often

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And repeat it in multiple places

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Keep it present in all areas of your digital persona

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Users will eventually do your telling

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Share these #SMXInsights on your social channels!
#SMXInsights
 Know and perfect your brand story
 Repeat it often across a variety of media
 Leverage your story to create raving
fans
 Build momentum so the fans tell the story for
you

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THANK YOU!
SEE YOU AT THE NEXT #SMX