The Power of Storytelling in Marketing
What is storytelling?
The art of storytelling has been ingrained in us since childhood. From the moment our parents started reading fairytale books at bedtime, to this very moment as you read these very words, storytelling has impacted you in one way or another. It ignites imagination and evokes emotions and feelings. Telling stories is an effective way to convey an idea.
Storytelling is one of the oldest forms of communication in history. Tens of thousands of years ago, prehistoric man used cave paintings of images to convey events, beliefs, and myths. Storytelling is as old as humanity itself. It is how we've made sense of the world, bonded with each other, and passed down knowledge across generations.
Why is storytelling important in marketing?
The core of marketing is connecting and bonding with your audience to build trust and loyalty. To do this, it is crucial to convince your audience that your brand is unique and authentic in what you do.
Storytelling is a powerful tool that can be used to influence and persuade ideas and beliefs in the human mindset, and therefore influence behavior. People are generally more likely to remember information presented in the form of a story rather than as a set of facts. So, conveying your brand as a form of storytelling can be beneficial.
A great story needs to be memorable and relatable by tapping into human emotions like empathy, joy, curiosity, and inspiration. A great storyteller needs to put themself in their audience’s shoes to create a story that truly resonates. For example, narrating client testimonials on how the customer initially had an issue or a need and how the brand was able to solve that issue/need by providing products and/or services in a form of a story can leave a mark on the audience, especially if it is an issue/need that is a commonality to other audience members too. For example, if you own a fitness studio, client stories about how they achieved their fitness goals with the help of your services not only showcase your results but also convey the brand’s authenticity. Needless to say, the most effective method of storytelling is sharing real-world stories.
Real-world examples of storytelling in marketing
One great example of how a successful brand uses storytelling creatively is Nike, which incorporates real-world athletes and sports figures to deliver their success stories associated with the brand. The hero of their storytelling isn’t the product itself, but rather the success stories of famous sports personalities like Serena Williams and how they achieved their personal goals with resilience and hard work. So whenever somebody sees Nike products, feelings of resilience, grit, and championship are evoked, prompting them to buy the products.
How can your business use storytelling?
When we think of storytelling, the first thing that comes to mind is probably fairy tales. But stories are not limited to just ‘Once upon a time’. The way you deliver your digital presence on social media and the message you’re trying to get across is also storytelling.
When you think about it, from the very inception of your business idea to planning and implementing it, it is all a story. How your product can solve a customer’s need/problem is also a story that you can market. So narrate it, make it interesting, have plot twists, and add chapters to simplify the complexity. Use visual aids like colors, pictures, fonts, and characters to beautifully narrate one cohesive brand story that will lure clients who would come for the story but would stay for the product/service.
So, what is your story? Let’s narrate it together.
