Storytelling is one of the most powerful ways to breathe life into a brand and many would call it one of the main components in a content marketing strategy.
Wether you would agree or not, it is still an effective approach for marketing by giving your products and services an identity by capturing and sharing their stories. Remember that awesome teacher that used to tell interesting stories about what he or she was teaching and how those stories made you remember better what you learned as compared with that boring teacher that just ‘teach’ straight from the textbook?
Stories celebrate our culture, and stories are a testament to the lives we have led. Stories also make messages pass easier. In fact, storytelling is the oldest form of passing knowledge and much of how we look at what we like to call facts is influenced by stories and how we interpret them.
Corporate messaging isn’t about being personal. Sometimes it’s necessary, but it probably won’t help you build any personal connections with your audience. Stories are far more relatable and help your audience see the real people behind your brand.
Write out the story of how your brand or company was born. What was going on in your life that led you to start your business? How did you feel when your product was first launched? Share this story on your blog, on your website’s ‘About page’ and on social media. It will help your audience immediately feel an increased connection to you and your brand.
According to Nielsen’s Global Trust in Advertising and Brand Messages Survey, 92% of consumers say they trust earned media, aka personal recommendations, above all other forms of media. Earned media can include word of mouth, customer recommendations/referrals, media mentions, etc. Share stories, anecdotes, media mentions and testimonials from your customers to build trust with your audience.
STORYTELLING SETS YOU APART FROM YOUR COMPETITION
If your competitors aren’t using storytelling in their marketing – or aren’t using it well – storytelling can give your business a serious competitive edge. Imagine you follow two companies on Facebook. One constantly shares the features and benefits of their products, while the other tells stories of how their customers have benefited from using them. Which would you find more compelling? The answer is pretty easy.
Spend some time to see if your competitors are using storytelling in their marketing. What can you do better? How can you use storytelling to differentiate yourself? What new or different types of stories can you tell that will be meaningful to your target market?
STORIES ARE MORE LIKELY TO BE READ
Most content that gets published online gets little to no traction. It's a sad fact, but a fact nonetheless. With so much new content getting published every day, it’s vital that business owners do whatever they can to actually get their content noticed and read. Stories are a great way to do this. People would rather read stories than boring, dry “industry speak”. Which blog post would you rather read? “How our flower delivery can help on your special day”, or “The story of Meredith's and Derek’s Wedding”? (Yes, we watch Grey's Anatomy from time to time.)
LOOKING TO CHANGE ATTITUDES? TRY STORYTELLING
Simply dropping a bunch of facts and statistics is highly unlikely to change someone’s mind or persuade them to buy – especially if they have strong objections or a bias against your product. However, according to research from Berkeley, stories have the potential to “move us to tears, change our attitudes, opinions and behaviours", and can even change our brains. Stories are an integral part of persuasive writing. Incorporate stories into your sales pages, opinion pieces, and any other place where you’re trying to convince readers to opt-in or buy something, or get them to change their minds on an issue.
HAVE A STORY THAT NEEDS TO BE TOLD?
Storytelling offers your marketing a personal touch and successfully connects with customers and builds a relation. Storytelling is inconceivably the best way for building connections and trust. So do you feel inspired yet? Talk to us. And let's talk about storytelling and how your business or brand could benefit from it.