Are you looking for a way to stand out from the crowd as you connect with clients and prospects? If so, one suggestion is to incorporate storytelling in the development of your marketing messages. Storytelling is one of the oldest, most powerful modes of communication. Sharing relevant and entertaining stories can elicit emotions that assist clients and prospects to bond with your company, better understand your brand and, perhaps most importantly, remember who you are and the value of what you do or offer.
Of course, storytelling need not detract from providing important information. In fact, it is an approach that helps people understand complex content that might otherwise be considered dry and/or boring. In addition, it is a way to generate a more positive response than one that might be associated with a traditional or more overt sales pitch.
One technique that helps bring messages to life is to include visual content, such as pictures and videos to capture the audience’s attention. These tools aid companies in creating a fresh approach, while encouraging interesting and motivating conversation. In fact, a 2012 ROI Research study found that consumers are 44 percent more likely to engage with content that includes images and 37 percent more likely to engage with video content.
Last month, Gatorade released a video that paid tribute to retiring Yankee Derek Jeter. The 90-second black-and-white unscripted journey captured the baseball star’s moving relationship with his fans. In just a few short weeks, the already iconic video has racked up more than 9 million views and 22,000 shares on YouTube, in excess of 257,000 Facebook interactions and more than 17,000 tweets. In fact, most of the popular social media sites, including Facebook, Twitter, Pinterest, Instagram, Vine, Snapchat and Tumblr, allow for uploading and sharing of visual content.
When deciding on what stories to include, define the types of narratives that appeal to your prospects and clients. For example, do they want to see success stories from others who have used your products or services? Do they want reassurance that buying is the right decision? Or do they need help in understanding why change is important?
Companies that use storytelling to their advantage build trust in their organizations, engage employees, and create enduring relationships. We help clients develop powerful stories that matter. Please contact us at (805) 496-8850 to discuss your needs.
Marketing Tips
Use these suggestions to uncover and tell your company’s brand stories.
- Use storytelling to share and humanize your company’s history, mission and values.
- Include the critical components of a classic tale: hero, conflict and resolution.
- Use heartfelt messages and concepts to connect with the audience on an emotional level.
- Include personality so narratives aren’t viewed as overt sales pitches.
- Create stories from employees’, clients’ and readers’ points of views.
Quarterly Quote
“We are, as a species, addicted to story. Even when the body goes to sleep, the mind stays up all night, telling itself stories.”
–Jonathan Gottschall, Author, The Storytelling Animal