Use Sports Stories To Evoke Emotions In Marketing

Sports stories are impactful instruments to capture the interest, attention, and emotions of your target audience. When endorsing a product, an event, a brand, or a service, you can always utilize sports stories to generate a connection, a message, and a CTA (call-to-action). In this discussion, you will get ideas and also learn to use sports stories to conjure up emotions in marketing and apply best practices and examples.

Emotions matter.

As a human being, emotions are the drivers of our behavior. They influence our day-to-day life, the way we speak, the decision-making process; our preferences, loyalty, and our overall actions. It can also enhance our brain activity and how we recall bits of information. There’s a science to it and our deeds are not exclusively driven by our conscious mind.

Furthermore, if you want to convince, motivate, or inspire your viewers, you have to dig deep into their emotions and trigger them internally. Marketing is not just about selling features and benefits. Marketing can also be about making an emotional bond with your customers and prospects.

Creating sports stories.

Sports stories are narrations of sports as a theme, context, or metaphor. It can also be taken out on real or fictional events. Generating stories that are impactful, direct, and meaningful for your audience needs some basic steps.

First, you have to describe what your goal is, the emotion you want to elicit, and the actions you want to encourage. Then, assess who your audience is and how they will relate to sports. Thirdly, choose what story you want to share. You can pick a success story, a challenge story, a transformation narrative, or a visionary one.

When all of these are gathered, you can now build the meat of your story. Introduce the characters, create a setting, make an interesting conflict, and an amazing resolution; create suspense, surprise, and satisfaction. Finally, pick the right tone and language for the story. You can add visuals, sounds, or other elements; make it memorable and shareable then dispatch your story online.

Examples of sports stories.

Sports stories are a popular tool used in marketing by many brands and/or organizations like Nike, Red Bull, and Gatorade. Nike is known for its heart-tugging ads with stories that celebrate the hardships, victories, and dreams of athletes. Red Bull, on the other hand, is a duplicate of an extreme and adventurous sport and uses stories of brave athletes that are an innovator, who break the limits of human potential.

In addition, Gatorade, as a sports drink and long-time partner of NBA games, also uses stories of empowerment with inclusivity to flaunt the power of sports in fueling lives and communities. All these stories bring up emotions in marketing by inspiring viewers to take action.

Sports stories' best practices.

Follow some best practices to make effective sports stories. There are things to consider if you really want to leave an impact on your audience. In relation to that, you have to be authentic and honest with the stories. Use facts, sources, and emotions that link your goal and whatever you want to achieve from it.

Furthermore, ensure that the story is relevant to your audience by using sports they care about or characters they can identify with. Additionally, ensure that the story you will put out is clear, concise, and easy to digest. It also engages with hooks, questions, and surprises. Finally, make sure the story is actionable by using calls to action or incentives to prompt the audience to act.

Measuring the impact of sports stories.

Sports stories are not solely for entertainment. These stories are also great for marketing ideas and is vital in measuring the impact of these stories on the goals and objectives of marketing. Utilize different metrics and equipment to trace and create an analysis of your stories' performance.

The metrics may include, but are not limited to:  engagement, audience reach, conversion, retention, and loyalty. Engagement is based on the interactions of viewers after watching/reading the story and what emotions they expressed, while audience reach measures how many people saw/heard the story and how it was disseminated. Conversion points out the population who took action after the story, and retention looks at how many people remembered it. Lastly, loyalty measures the viewers who become loyal to the brand or organization because of the story.

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