What is storytelling in marketing? Guide with examples
Posted: Thu Dec 05, 2024 9:26 am
Storytelling is a way to communicate with your target audience. The purpose of storytelling , therefore, is to get your message across to your potential customers and this message can be of various types: sales, educational, or to make yourself known in terms of your values and mission, among others. Keep reading and discover more about what storytelling is in marketing with this guide with examples.
What is storytelling?
Storytelling is an art form as old as time, and it has a place in every culture and society. Why? Because stories are a universal language that everyone understands . Stories spark imagination and passion, and create a sense of community that encompasses both the teller and the listener.
Why do we tell stories?
There are many reasons to mom phone number data use storytelling: to sell, to entertain, to educate, and even to show off. But what is storytelling in marketing and why do we use it? After all, we could use data graphics to communicate the same message, right?
The reason is simple: stories concretize abstract concepts and simplify complex messages.
We've all experienced confusion when trying to understand a new idea. Stories provide a way around it. That's why the New Testament is full of parables, which are nothing more than short stories that illustrate concepts. In the case of marketing storytelling, turning a concept that's too lofty or too intangible into an understandable story is the best way to get the message across.
Benefits of storytelling
Stories bring people together
Stories are a kind of universal language. We all process emotions and can share feelings of joy, hope, despair and anger. Sharing a story offers all kinds of people a sense of community and belonging.
Stories inspire and motivate
Tapping into the emotional element and laying bare the good and bad about a brand or company is how stories inspire, motivate and drive action. Stories also foster brand loyalty . Creating a narrative around your brand or product is therefore a complex marketing strategy.
Few brands use inspiration as a selling tactic, but ModCloth does it well. By sharing the true story of its founder, ModCloth not only makes the brand relatable and desirable, but also inspires other founders and business owners. The story is simple: Susan Gregg Koger was a student with little space and a dream who, with the help of her then-boyfriend and now-husband, created an online store in 2002 that is now a benchmark in its sector.
What are the elements that differentiate good stories?
This is how stories should be
Entertaining : Good stories keep the reader interested in what will happen next.
Educational : Good stories spark curiosity and are enriching.
Universal : most people will identify with them.
Structured : To communicate the message effectively, storytelling creates stories with a beginning, middle and end structure.
Memorable : Whether through inspiration, scandal, or humor, good stories stay in the reader's mind.
The key elements of a good story are three
Characters . Every story features at least one character, and this character will be the key to connecting your audience to your message.
Conflict . Conflict provokes emotions and connects the audience through experiences.
Resolution . The end of your story should provide context around the characters and conflicts and leave the audience with a call to action.
Storytelling process
1. You must know your audience
Who wants to hear your story? Who will benefit from it and respond most strongly to what you propose ?
2. Decide what the central message of your storytelling will be
Are you selling a product, or raising funds? Are you explaining what your services are for, or solving a problem? What is the point of your story? Try to summarise your story in no more than ten words. If you can't do that, you don't have a core message.
3. Establish your call to action
What do you want your readers to do after reading? Do you want them to donate money, subscribe to a newsletter, take a course, or buy a product? Tell them. Just make sure that the objective of your message and the CTA (call to action) are aligned.
Examples of storytelling
Nike's slogan, just do it , tells a story in three words. The protagonist is the user, who has a conflict: he doesn't know if he will be able to achieve his sporting goals. The solution coincides with the link and the call to action: do it. This is one of the best slogans in history.
The Christmas Lottery campaigns tell stories full of emotion whose happy ending depends on having bought a ticket. The 2021 campaign focuses on the concept of giving happiness.
The campaign I Have a Friend at Balay chooses to tell the story from the point of view of the employees and focuses on the customer's relationship with the brand rather than on the product itself.
What is storytelling?
Storytelling is an art form as old as time, and it has a place in every culture and society. Why? Because stories are a universal language that everyone understands . Stories spark imagination and passion, and create a sense of community that encompasses both the teller and the listener.
Why do we tell stories?
There are many reasons to mom phone number data use storytelling: to sell, to entertain, to educate, and even to show off. But what is storytelling in marketing and why do we use it? After all, we could use data graphics to communicate the same message, right?
The reason is simple: stories concretize abstract concepts and simplify complex messages.
We've all experienced confusion when trying to understand a new idea. Stories provide a way around it. That's why the New Testament is full of parables, which are nothing more than short stories that illustrate concepts. In the case of marketing storytelling, turning a concept that's too lofty or too intangible into an understandable story is the best way to get the message across.
Benefits of storytelling
Stories bring people together
Stories are a kind of universal language. We all process emotions and can share feelings of joy, hope, despair and anger. Sharing a story offers all kinds of people a sense of community and belonging.
Stories inspire and motivate
Tapping into the emotional element and laying bare the good and bad about a brand or company is how stories inspire, motivate and drive action. Stories also foster brand loyalty . Creating a narrative around your brand or product is therefore a complex marketing strategy.
Few brands use inspiration as a selling tactic, but ModCloth does it well. By sharing the true story of its founder, ModCloth not only makes the brand relatable and desirable, but also inspires other founders and business owners. The story is simple: Susan Gregg Koger was a student with little space and a dream who, with the help of her then-boyfriend and now-husband, created an online store in 2002 that is now a benchmark in its sector.
What are the elements that differentiate good stories?
This is how stories should be
Entertaining : Good stories keep the reader interested in what will happen next.
Educational : Good stories spark curiosity and are enriching.
Universal : most people will identify with them.
Structured : To communicate the message effectively, storytelling creates stories with a beginning, middle and end structure.
Memorable : Whether through inspiration, scandal, or humor, good stories stay in the reader's mind.
The key elements of a good story are three
Characters . Every story features at least one character, and this character will be the key to connecting your audience to your message.
Conflict . Conflict provokes emotions and connects the audience through experiences.
Resolution . The end of your story should provide context around the characters and conflicts and leave the audience with a call to action.
Storytelling process
1. You must know your audience
Who wants to hear your story? Who will benefit from it and respond most strongly to what you propose ?
2. Decide what the central message of your storytelling will be
Are you selling a product, or raising funds? Are you explaining what your services are for, or solving a problem? What is the point of your story? Try to summarise your story in no more than ten words. If you can't do that, you don't have a core message.
3. Establish your call to action
What do you want your readers to do after reading? Do you want them to donate money, subscribe to a newsletter, take a course, or buy a product? Tell them. Just make sure that the objective of your message and the CTA (call to action) are aligned.
Examples of storytelling
Nike's slogan, just do it , tells a story in three words. The protagonist is the user, who has a conflict: he doesn't know if he will be able to achieve his sporting goals. The solution coincides with the link and the call to action: do it. This is one of the best slogans in history.
The Christmas Lottery campaigns tell stories full of emotion whose happy ending depends on having bought a ticket. The 2021 campaign focuses on the concept of giving happiness.
The campaign I Have a Friend at Balay chooses to tell the story from the point of view of the employees and focuses on the customer's relationship with the brand rather than on the product itself.