Since ancient times, people have been connected to stories that serve as a means of entertainment and a method of learning. Although the stories date back thousands of years, they still have a place in modern society, at least in business. When business leaders harness the power of storytelling in their marketing strategies, results and loyal customers will follow.
Use the science of storytelling to connect with your audience
There's a reason you forget a person's name, but you can repeat the conversation with them line by line. It's not because you're rude or just mean with names. That's because your brain is wired to learn from stories, recognize patterns, and retain information through well-crafted narratives.
If the story is good, it doesn't matter whether the brand is known or not: the story will get the message across. This is great news for new brands and those with limited marketing budgets. Plus, with multiple internal communication channels and internal marketing channels, brands can share their stories without relying on traditional gatekeepers.
Native, the content marketing platform I work with, has unlocked the potential of storytelling by focusing on more than native ads. Instead, with the help of machine learning and artificial intelligence, the company emphasizes the importance of creating authentic content and messaging to delight consumers in the trusted environments they already operate in. . Connecting with consumers around the world through authentic, quality branded content enables brands to tell stories that truly connect and drive results.
Implementing strong and relevant storytelling practices allows lesser-known brands to rise to the top and compete with established brands.
Use established storytelling principles to tell extraordinary stories
Aristotle's Poetics distinguishes six elements of the drama: the plot, the character, the thought, the diction, the spectacle and the song. These elements form the basis of the stories your audience will connect with. But you don't have to go back to school to become a skilled storyteller.
Marketers regularly refer to what's called the "Pixar Pitch" when creating compelling and persuasive content to gain support or change perceptions. Using Pixar's simple approach to storytelling, marketers can create stories that engage audiences and leave memorable messages.
Take your audience on a journey, starting with the status quo, the triggering incident, and the next steps. Use your company's track record as a template for an engaging conversation. What may seem old-fashioned to you could be the right story for your audience.
Consider the tedious task of doing the weekly shopping. The founders of Instacart took a common problem in the tech world and came up with a practical solution. Merely advertising a paid service for convenience is not enough to get the message across. Yet the story of a family saving valuable time together by eliminating trips to the grocery store is incredible. Focus on the impact your business can have, and you can create stories that connect your customers' pain points to your solution.
Trade corporate armor for an original story that resonates
Roadwear master Patagonia does something a lot of retailers don't. In their marketing messages, they regularly discourage customers from buying their clothes. Instead, they encourage their customers to reuse and repair Patagonia products, demonstrating their commitment to sustainability. Over the years, the company has added used car resale and trade-in programs to further emphasize its message of sustainability. By living their values and integrating them into the customer experience, Patagonia has become one of the most popular outdoor retailers today.
Even if your product is less visible, learn from Patagonia's original marketing approach. Focus on your company's values, innovation and people to create an authentic message that meets your customers' needs. If your researchers work around the clock to test the effectiveness of your products, share the story of their hard work. If your product helps customers live better, happier lives, use stories to explain how it happened. When you connect with the "why" behind what you do and share it as a true story, customers listen.
Beat the noise with a great story
Stories highlight your customers' experience, allowing them to connect and engage with your offer. Whether you're developing code to encrypt sensitive financial data or selling essential items, you have a story to tell. Discover what makes your company, your mission and your values unique to create compelling stories that outshine the competition. When you do, you'll gain loyal customers and establish yourself as an industry leader.
