Once upon a time, marketing was all about showing off. But now the hard sell has been replaced by the story. Just like in the movies, great modern marketing means telling a captivating story about your brand, your team, and your vision.
Storytelling might be an age-old idea, but in the world of marketing, it’s never been more relevant. After all, who doesn’t love a good yarn?
With that in mind, here’s our round-up of the top reasons why stories should be your marketing’s leading lady.
Storytelling creates an emotional connection
Psychology has repeatedly shown that memories linked to a strong emotion are the ones that stick. If you want to get all technical, it’s down to the interaction between the amygdala and the hippocampal complex, which helps with memory encoding. Interestingly, a similar thing happens when we read a good story—the same parts of the brain light up as if we’d experienced it ourselves.
This makes storytelling a powerful tool. Think of it like this. You see two pieces of marketing for different toasters. The first tells you how great the product is. But the second is a long-form story about a friendly company on a mission to revolutionize the breakfast world, one slice of toast at a time. Which one would you buy? Our guess is the toaster with the backstory. It might be a slightly farfetched example, but you get the idea— emotive storytelling sells.
It allows your personality to shine through
Nowadays personality is just as important as price, and brands need to have a unique charm that sets them apart from the crowd. But how can you channel your complex personality into a 140-character tweet? That’s where storytelling comes in. Whether it’s through a blog, a newsletter, or a meaningful social media campaign, don’t just show your customers how you’re different, but tell them too.
Think about Apple. Their marketing doesn’t just tell their own stories, but it encourages their customers to think of their own too. It means that when you’re buying an iPad, you’re not just getting a tablet—you’re buying into a brand. And that’s the power of stories.
Movies don’t have to be packed with twists and turns to be captivating, and the same goes for marketing. Your brand story doesn’t have to be blockbuster material to be Oscar-worthy—you just need to tell it in the best way possible. That means thinking beyond words, to your brand identity as a whole.
Your color palette, typography, images, and graphics are all important, so do them justice. After all, what’s the point of crafting a unique copy if your cliched stock photos are telling an entirely different story?