Storytelling has become an increasingly important part of today's marketing strategy. What makes stories such an effective tool for marketing? How does it help your brand to stand apart from the competition?
If you have been digging into marketing, chances are you have crossed paths with this quote. It is everywhere. The Seth Godin quote:
"Marketing is no longer about the stuff you make, but about the stories you tell."
This topic has been discussed so many times in the industry I almost did not want to include it as part of my blog, but it is such a crucial part of marketing, it seems careless not to.
Storytelling is as old as time. It is arguably one of the things which differentiates us from other species on this planet. This ability to use language to pass on information from generation to generation.
Facts tell. Stories sell.
How does this translate into good marketing practice? Well think about your own experience with friends and family. Consider you are thinking about purchasing a new laptop. You ask your friends for recommendations. Which of the following are you more likely to remember?
"This laptop is the best! It has an Intel i7 processor, 8GB of RAM, 256GB solid-state drive, and a 13.5-inch PixelSense display with touch capability."
OR "This laptop is great! It's never given me any problems, it operates really smoothly, even when I have A LOT of different applications going. I could have a video playing and be working on my spreadsheets and it doesn't stick like my old laptop. The storage is amazing! You know how I like to take a lot of pics and videos of the family? I have all of last year's saved on it and the memory is nowhere near full. I have all my work documents and client receipts saved and there's still plenty of space for upcoming projects. And the display! When I'm travelling, you know that's when I like to catch up on all my favourite shows. It's small enough to travel with but large enough that I enjoy watching my high-definition movies on it. Really crisp and clear viewing, vibrant colours. And the touch screen response is fantastic! You could use the stylus for your sketching and editing. I think this would really suit your lifestyle. You should try it!"
Unless you are really into technology, it is unlikely you would recall the features from the first example.
People don't remember features, they remember stories.
In the second example, rather than listing off the specs, the person describes how the laptop has been most useful to them. Like the first example, they also refer to its processing capabilities, storage capacity, and touch screen but in a manner that is more relatable. They try to put it into context and make it relevant to how they think it would be useful in your lifestyle. All of this makes it easier for you to remember when you are ready to make a purchase.
Consider this other example. When a friend asks you to recommend a restaurant. Do you start explaining the features of the place or do you start relating your experience? Is the first thing you talk about the lighting fixtures and tables? Or are you recounting whether or not the service was friendly and the atmosphere pleasant and inviting?
You want to aim to create this same unforgettable (and hopefully positive) impression that your customers will be willing to tell others about.
Stand Apart.
"Mediocre content will hurt your brand more than doing nothing at all." - Joe Pulizzi
Far too often I see persons creating unexceptional content in misguided efforts to fulfill some quota they have set for themselves. Stop chasing these empty vanity metrics and focus your efforts towards building a memorable brand experience for you customer.
Use your story to emotionally connect with your target audience. Your competitors may be able to copycat your product, but it is unlikely they will successfully replicate this connection and relationship you build with your audience.
Your story and how you choose to present it is unique to you.
Done correctly, storytelling can be such a powerful marketing tool. When industries are inundated with similar products, relating your story can be one of the key ways you differentiate yourself from your competitor.
It allows you to attract like-minded individuals and to foster a community around your shared values, and by extension, your shared interest in the product or service you have to offer.
Telling stories also helps to vary the tone. Good storytelling moves you away from sounding like you are making a sales pitch all the time. Good marketers know how to use storytelling to open up a conversation with their audience. Remember, some of the best marketing does not even feel like marketing.
Whether you choose to write it all out, take a video or use a combination of both. Whether you use Facebook, Instagram, YouTube or podcasts... What story have you got to tell? It might be just what you need to guide your next marketing strategy.
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