October 11, 2019

Using Storytelling in Marketing

Storytelling 101

While visuals in a brand and product are important, the stories we tell and the details we describe are what make someone buy. Storytelling in marketing uses a narrative to communicate on a deeper level with your audience. Your narratives should be carefully selected based on your brand’s values and your audience’s personas. Aim to be emotional and engaging. Solicit a universal truth that resonates with your audience and can become associated with your product or service in an organic way.

The Psychology Behind Stories

People remember stories. Storytelling is how we explain how things work and demonstrate social values. Narratives provide context for decision making, create identities, and allow us to place ourselves in the outside world.

“Stories take place in the imagination. To the human brain, imagined experiences are processed the same as real experiences. Stories create genuine emotions, presence (the sense of being somewhere), and behavioral responses,” according to Psychologist Pamela Rutledge.

Studies show that our brains have real, neurological reactions to words that relate to past sensory experiences. Raymond Mar discovered that “there was substantial overlap in the brain networks used to understand stories and the networks used to navigate interactions with other individuals — in particular, interactions in which we’re trying to figure out the thoughts and feelings of others.”

The Value of Storytelling

Bringing People Together

Storytelling elicits emotions and connects your audience through relatable experiences. In this way, it can bring people together. (Note: When you aim to bring people together, especially through shared values and emotions, that means your message may automatically repel other people. Focus on uniting the people who are most representative of your ideal client or customer around values that reflect your brand.)

Thinx does this perfectly. While there is a massive amount of stigma surrounding women’s bodies, and especially menstruation, Thinx chooses to talk about the tough topics their audience want to explore. Their stories and articles are totally on brand with their revolutionary products for modern women.

Inspiring Customers

Storytelling doesn’t have to push boundaries. It can also serve to inspire or motivate. The goal is to show how people’s lives are better because of the brand.

Root Pretty does this through their customer model search. Through this program, they make average women into relatable models and makeup artists, as well as brand advocates. Root’s ideal customers—women who care about looking nice and living without harmful chemicals in their beauty products—can see themselves in these models and in all the women who work at the company. Root’s team stays very active on social media and via email, so they stay top of mind through customer-generated content.

Simplifying the Complicated

The inner workings of a business are complicated and messy. Stories are a way to sift through the chaos and even tackle abstract ideas.

Sourcing not a sexy topic, but Everlane is committed to telling stories from their supply chain through “radical transparency.” Most people do not know that much of the fashion industry is produced by slave labor or in seriously under-regulated factories where workers are overworked, underpaid, and even endangered. Everlane simplifies this complicated issue by taking customers behind the scenes and showing not only their factories, but even how they price their items.

The Anatomy of a Story

You need characters. Generally your audience will be your protagonist, but your story could also feature a team member or a thought leader your audience can rally behind. Your product is NOT your main character. Airbnb does a great job using real hosts and renters to show just how it could be for you if you join the Airbnb community.
Create conflict or a challenge your character needs to tackle so it’s a story worth telling. Everyone loves rooting for an underdog or feeling like part of a movement. Nike consistently produces stirring ads, such as this Dream Crazier ad, voiced by Serena Williams, which celebrates female athletes who overcame all odds.
End with a resolution. It would be frustrating to present your audience with an insurmountable problem. Readers are following the story for a win, so be sure to give it to them. In most cases, show how your brand, product, or service, makes all the difference.

Crafting a Story

For each story, follow a simple process.

Decide on a core message based on your target market and sales goals. (Note: The focus should still be the story, not making the sale.)
Determine the type of story. Choose one that catalyzes action, creates community, gives a behind-the-scenes look at your business, demonstrates your values, or educates on a relevant topic.
Nail down a call to action. You might not necessarily be writing to close a sale. The call to action should align with the story type you choose. If building community is the goal, ask people to join your private Facebook group or leave a comment for others to read.
Start drafting and select an appropriate medium. If you have the time and resources, consider pairing your story with visuals and/or audio. Examples include video, illustration, or via podcast.
Don’t forget to share widely and repeatedly. Recycling content is a great way to stretch all the time and energy that goes into creating the piece to begin with. Plus, with so much content on the web these days, most people don’t see the majority of your posts or emails, so sharing multiple times is beneficial for you and them.

Where to Use Storytelling

Storytelling may be used on landing pages, in video scripts, in emails or newsletters, in press releases, in blog posts, even in social media posts. You’ll have higher conversion—meaning your potential customers will actually sign up for your event, buy your product, or hire you for your service—if they know, like, and trust your brand. Stories can accomplish that.

For small business owners and nonprofit leaders, storytelling in marketing is the fastest way into a supporter’s heart and mind. Bring people together, inspire your customers, and educate them by simplifying the complicated. With story-driven content marketing, emails, and social media, you’re sure to attract and retain the audience you aim to serve.