Storytelling is The New Marketing

Over the last decades, marketers have bombarded consumers with messages filled with features and benefits about their products and services. As marketers, we’ve found new channels to expand our messages from traditional to new digital platforms, social channels and even lead nurturing workflows.

It wasn’t surprising. Heads of marketing were working closely with the head of sales. The end result was the trend of marketers executing sales messages instead of pure marketing messages (there’s a big difference). Business were highlighting who they were and what they did as well as the differences between Company A and Company B. While that approach worked in the last decade, we as consumers have changed.

Over the past 5 years, I’ve conducted dozens of consumer focus groups to understand their buying behaviors. I came to the conclusion that consumers are smarter and want to buy (as opposed to being sold). To take it a step further, they are skeptical of marketing messages and sales promises.

How do you leverage this trend? Start by discontinuing talking about yourself and your company and start telling stories. I believe storytelling is the new marketing. While you may be tempted to tell your story first (why you do what you do), I recommend that you start by telling stories about the experiences your clients and customers have had with your products or services. The clients should be the main characters of each story. They may have a need, wish or desire. Capture what their initial situation was, and how your company was able to help them. Keep in mind that they are the star of the story (not your company). Stories should be real and highlight the client’s motivation for engaging your company along with their journey which should end in fulfilling their initial objective.

Also remember that the audience of your stories are your target personas. They too may have similar situations to your past clients. They need to be able to relate to every story you tell. Use photos, videos, testimonials, and show people when possible. Your target personas should be able to relate to every story you tell.

Start telling stories, and stop talking about yourself and you’ll see great results!

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