While content marketers focus on creating informative and persuasive words and visuals, they overlook the power of storytelling.
However, storytelling has been the primary method of communication for people throughout the ages.
Learn why good storytelling is essential in marketing and...
A way to create engaging and memorable content that goes beyond just informational or transactional messages.
The Essence of Good Storytelling in Marketing
A good story can make you cry or laugh out loud because stories connect directly to our emotions.
If brands tell stories in their marketing find your telephone number data they can tap into something deeper than just talking about boring product features or benefits.
Emotional connections
As a marketer, you must know that people make decisions with emotions and justify them with logic.
When you tell a story, it actually triggers the brain to release Oxytocin , the love hormone , which can make people feel more connected to a brand and can also influence purchasing decisions.
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Image credit: AmbioPharm, Inc.
This is why people will pay top dollar for an ordinary product because it has a story or a famous person behind it.
Brand differentiation
Brand stories can help humanize a company's products and services so people feel like what it offers is more relatable and trustworthy.
When a person sees that their own beliefs and values align with what the brand represents, the brand becomes an expression or symbol of who they are.
Creating Compelling Narratives
A great storyteller can make even technical and dry facts more relatable and engaging through brand storytelling.
Telling stories with characters is a common way to personify a brand so people are more interested in what you have to offer.
Remember the "Dos Equis" alcohol commercials that started in 2006?
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Image credit: Forbes & Dos Equi
Jonathan Goldsmith was known as "the most interesting man in the world" during his funny and outrageous advertising campaigns.
For example, the ads said things like:
"One time he rode a bull until it fell asleep."
"Happy hour is the hour after everyone from happy hour has left."
"If you didn't use your backup plan, you played it too safe." "Body language is bilingual."
"Like the moon, her personality affects the tides."
Emotions Create Vivid Memories
Some of the best marketing campaigns use stories to elicit emotions like joy, empathy, and nostalgia to engage their target audience.
Think of the Superbowl commercials.
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Image credit: Budweiser
Budweiser humorously uses themes of friendship and loyalty to convey the message that drinking their beer helps you become "one of the guys."
Sensory and vivid language can also be used to convey a story that takes you to another place in your mind.
A travel company might describe a beach holiday with phrases like "soft, warm sand between your toes" and "a gentle sea breeze carrying the scent of salt."
Create Tension to Grab Attention
Conflict. Tension. Resolution.
Marketers can use these elements of suspense to captivate their audience throughout a long marketing or advertising campaign.
If the problem or conflict resonates with someone's current situation, more people will be interested in the outcome of the story.
A simple example of this is when Wow Skin Science Media invites experts to tell stories about skin and hair issues and how people overcome them, attracting a huge following.
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Image credit: Wokowskinscience
Suspense makes a story come alive with excitement and anticipation, and CMOs are eager to hire writers who can harness this power.
That's because tension encourages people to focus, remember, and take action - which is exactly what companies want you to "focus on their ads so you remember to go buy what they're selling "
Creating Your Story-Driven Content Strategy
Storytelling should be at the core of your marketing and advertising campaigns because it has the power to persuade people to become loyal customers.
