Before social media and podcasts… before TV and radio… before books and newspapers… people informed and entertained each other by telling stories. They’ve been a primary form of communication for millennia, so it’s no surprise that our brains are wired to resonate with and learn from an engaging tale.
Marketing has also been around for thousands of years, with early sellers no doubt grabbing the attention of potential customers with stories. However, at some point, companies began downplaying the need for compelling narratives in favor of emphasizing product features and benefits and, presumably, trusting their audiences to create their own stories.
Unfortunately, as markets got more crowded with companies pitching the advantages of their offerings—and scrambling to outdo their competitors with louder and bolder claims—the noise became overwhelming. In response to this stalemate, many companies and their marketing teams are returning to their roots, and storytelling is enjoying a renaissance.
What results are they seeing? How can your company benefit from adding more narrative into your marketing mix to increase leads and sales? Get the whole story below.
The Clock Is Ticking
Consumers today are bombarded with stimuli that come at them in many forms and from every angle. As seasoned marketing pros know, you’ve got just seconds to convince someone that your web page, email, ad, or other material is worthy of their attention. If you don’t, they’ll move on and may never look back.
A compelling story can be the key to grabbing and holding their attention long enough for them to choose to commit some mental resources to your messaging. Now, you’re in the driver’s seat!
A well-crafted tale will include elements that create a memorable experience and leave a lasting impression, including:
Emotional resonance.
Stories evoke feelings, and feelings drive engagement. It’s been said that people make purchases based on emotion and then rationalize their decisions intellectually after the fact. So, getting someone emotionally invested is essential to earning their business.
Enhanced recall.
Ask someone to memorize a list of facts. Then, tell them a story that contains similar information as essential elements of the narrative. The second approach will enable far greater recall days, weeks, or months down the road and help keep your offerings at the forefront of their mind.
Relatability.
Storytelling is about creating characters and scenarios that audience members can relate to. Inviting them to imagine themselves in a difficult situation with your product helping them overcome it creates a powerful incentive for them to learn more about your company and offerings.
Authenticity.
In an era of skepticism towards advertising, stories can help build trust and demonstrate authenticity. By showcasing your brand’s values, mission, and the human side of your business, you create a sense of transparency that resonates with audiences. In essence, you start to dissolve “me” and “them” distinctions and promote an “us” mentality.
Storytelling Successes
Identify a brand that stands out in its industry today, and you’ll probably be naming a company that excels at storytelling. Take outdoor clothing retailer Patagonia, for example. The company operates in 10 countries and has a worldwide reputation for outstanding products.
But that positive opinion isn’t driven by the features of their fleeces, jackets, pants, and other gear. Many companies can boast similar styles and performance in their product lines yet don’t have the loyal following Patagonia does. Patagonia is iconic, in part, because of its demonstrated passion for outdoor adventures, which is central to its advertising efforts. (Visiting the Patagonia website is like taking an immersive visual vacation!)
Salesforce similarly differentiates itself from competitors in the crowded field of customer relationship management (CRM) systems. It does so primarily through testimonials from customers who share stories about how the system has affected their work and organizations.
Another company succeeding through storytelling is F1—the Formula 1 racing organization. Looking to engage with its audience beyond race events, F1 took people behind the scenes in Drive To Survive, a Netflix docuseries providing insights on the sport’s governing body, teams, and drivers. Introducing people to the many storylines that play out on the F1 circuit has boosted interest and viewership in recent years.
How To Craft a Compelling Brand Narrative
Everyone knows a storyteller. It might be the grandmother who can capture a room with tales from “the old days.” Perhaps it’s a coach or mentor whose stories engage and inspire. Or it might be a friend or coworker admired for their ability to take center stage with a funny, sad, or enlightening anecdote.
You can build your brand using the same techniques they leverage, specifically:
Find your “why.”
What drives your company? What is its purpose beyond generating revenue? Answering this question will help you identify the authentic foundation for your stories.
Keep it simple.
The most effective storytellers have an impressive ability to make a powerful impact with minimal words. Don’t overcomplicate the story.
Create and capitalize on emotion.
Tap into the emotional drivers that might compel your customers— joy, desire, a sense of belonging, etc.
Show first (then tell).
Customers need to understand the benefits of your products or services. However, you should use storytelling to capture their attention before providing that information. In fact, having a contextual framework for your offerings will make it easier to see the value of features and functions they learn about.
Be consistent.
Ensure the stories you tell align with your brand identity and that you convey them consistently across different marketing channels.
Be persistent.
Companies new to what you might call narrative marketing sometimes dabble in the approach but bail out quickly if they don’t see immediate results. However, patience and persistence pay off as the audience starts looking forward to the next “chapter” of the story.
Marketing and Storytelling: Not a Method but a Mindset
To maximize the benefit of storytelling to your brand, you’ve got to see it less as a marketing method and more as a mindset about engaging with your audience. Remember that stories can be told in many ways—from words to pictures to graphic design—all focused on engaging prospects and creating a positive user experience.
To leverage the power of storytelling to increase engagement, generate more leads, and make more sales, contact The Creative Alliance.