Nuts and Bolts of Storytelling in Marketing

What is it about good stories that keep people coming back to hear more? How can some brands captivate millions with a single marketing campaign? It's not magic, but the magic lies in how they tell their story.

Storytelling is a powerful tool. In fact, one of the most powerful tools that you can use to move readers and listeners is to appeal to their emotions. Stories tap into our emotional sides which means we make decisions based on what we feel rather than what we think. This is why storytelling is so powerful in marketing—it’s more memorable, easier to spread, and more influential.

?If you've ever wondered what sets good stories apart from bad ones, grab a cup of coffee and join me as I unravel the nuts and bolts of storytelling in marketing.

What is Storytelling?

Storytelling is one of the most powerful tools that a brand can use to connect with its target audience. Stories make people feel something, and in the world of marketing, feeling something is just about the most valuable thing you can do.

?When you stop thinking about it, storytelling is everywhere in marketing. From the classic "Hero's Journey" framework used by Pixar in its animated movies to the "Six Stages of Every Marketing Plan," there are story structures that are used to help brands make connections with consumers.

?Stories have the power to ignite our imagination, evoke emotions, and change the way we see the world. They can also help us better understand people – which helps us make better products and become better marketers.

Why Use Storytelling in Marketing?

In movies, television shows, songs, and even commercials, we are constantly exposed to stories. A story is something that happens and ends with a twist or surprise. A story can be based on reality or fiction. It can be told in the first person or in the third person. It can be a short story or a long story that takes a while to tell.

?Storytelling allows you to make an emotional connection with your audience. You can tell them about a fictional character who experiences something relatable to their own lives and how they felt when it happened to them. You can tell them about how you were inspired by something in life and used it as a catalyst for your company. You can even tell them about how a mistake you made led you to success! In fact, they're even more likely to remember a brand that tells stories because it gives them something to connect with. Storytelling shows that you care about the customer.

?If you can tell a great story, people will respond to it. Also, it's easier to remember stories than facts or statistics. That makes them a good way to get your company's name out there. As long as you have good material, you can use a story anywhere—from packaging to social media posts and ads.

How to Use Storytelling in Marketing?

Storytelling is crucial to any marketing plan, and there are several ways to use storytelling effectively. You can incorporate storytelling into your business model (for example, by telling the story of how your company was started), or you can have a specific campaign that tells a particular story.

?A successful business model will include an origin story and a vision. A successful campaign will have a goal and a call to action. The origin story includes information about the founding of your company and why it was started. This will help show customers why they should support you as opposed to your competition, and it can also help build customer trust and brand loyalty.

?Storytelling in marketing campaigns can help you establish customer loyalty, but you need to make sure the campaign has a clear goal and call to action. A successful call to action is simple and direct—it can be something as simple as signing up for a newsletter or downloading an eBook (or if you're selling a product, it could be purchasing that product).

?A customer who goes through your campaign will feel like they've gone on an adventure with your company, which creates a bond that makes them far more likely to support your business in the future.

What are some real-life examples of effective storytelling in marketing?

Marketing is a competitive field. But certain brands have an advantage in the fight for attention, and it's not because of their logos or the amount of money they spend on advertising: it's their storytelling. Take a look at Nike and how they use storytelling effectively in their marketing.

?Nike has always been known for its storytelling in marketing, and it's usually a story that ties into a bigger picture. They have an incredible ability to tell stories in ways that resonate with consumers on a deep emotional level—narratives like "Risk Everything" and "Find Your Greatness." These stories give consumers a reason to care about Nike as more than just the company that makes their favorite shoes—they make them feel like they belong to something bigger than themselves, that they are part of a whole community of people working toward something amazing together.

?While most companies focus on their products, Nike focuses on the athletes and what they can accomplish. An individual's athletic achievements and everything he/she represents are tied to a product, which for Nike is their shoes. They're not only telling you about the shoes, but also how important the little things in life can be – like going for a jog or getting that professional sports contract.

?The company's "Make it Count" campaign of 2012 was one of its biggest stories to date; it involved launching a new branding strategy and visual identity for the company, letting people take their own journeys through Nike's content with the #makeitcount hashtag, and then seeing how long-lasting those effects were.

?Despite being so huge, the campaign was very simple. Nike brought in the help of five influencers whom each had different points of view on what motivates millennials to get out there and live their best lives—and then had them do just that for 12 hours, with the help of Nike products, at different locations around the world. They watched as users interacted with content surrounding those experiences. Brand storytelling in marketing is what has helped Nike stay relevant for over 50 years now!

Why Storytelling Works in Marketing

It works well with the human brain and its way of learning. Storytelling is a great way to get a point across because we remember stories much better than facts and figures. Stories are memorable because they're enjoyable, surprising, and engaging, but also because we can relate to them on an emotional level.

We've been listening to stories since the beginning of time, so it makes sense that we respond to them so well. As humans, we're hard-wired to make connections between what we read or hear and what we know or have experienced before. This is why storytellers can be so powerful—they tap into our natural learning process.

?We're naturally drawn to stories that move us emotionally, so it's easy for us to identify with those characters and situations in the story and make those emotions our own. When we feel something, our brains release dopamine, which helps us remember the experience clearly. So when a company tells us a story that moves us emotionally, then taps into our memories of past experiences using that emotion as a pivot point (for example: "You love this product because you loved your grandmother"), we'll be more likely to remember that brand.

?Storytelling is the ultimate marketing tool because it creates an emotional connection with your audience, helping your audience relate to you on a human level. And when potential customers relate to you as a person just like them, they are much more likely to make a purchase.

?TAKEAWAY

Storytelling is an important aspect of marketing and should be used in conjunction with typical, factual content to create a message for your brand. It's important to note that if you’re going to use storytelling in your marketing strategy, it’s best to stick to one main story that you can work into your blog posts, social media efforts, and more.

?In today's fast-paced world, where your potential customers are bombarded by ads on Facebook, television commercials, billboards, and more—a good story will make you memorable. A good story will help your audience associate your product or service with something that matters to them personally, which will motivate them to action (like purchasing your product). A good story will make people want to share your ad online—which means more eyes on yours and your company's content!

Hello, thanks for reading another edition of The Sage. For collaboration and further questions and inquiries, you can reach me via my Email address or send me a private LinkedIn message.?