The festive season is all about stories. They’re delivered through songs, poems, school plays and professional ballets, cinematic classic and modern blockbusters.
Human beings love stories. Science shows that our brains are wired to respond to narratives. We binge-watch TV series. Our favourite song plays on repeat. We walk into a movie theatre and escape to a different time or place.
Stories stick. They’re easier to remember than facts alone. And a well-spun yarn creates an emotional connection, which means a great story can also do wonders for your marketing.
Storytelling is a cornerstone in content marketing. Companies pull back the curtain and share origin stories or a look behind the scenes at how they run. This can help humanize a brand, increase relatability, and boost consumer confidence.
Part of the beauty of storytelling is its versatility, which makes it effective for any channel. Many marketing tactics demand brevity, but even a few words can grab attention and foster connection. Spotify’s 2016 data-driven billboard campaign fit entertaining and relatable stories into the limited space that outdoor advertising allows. The New York Times bestseller Not Quite What I Was Planning: Six-Word Memoirs by Famous & Obscure Writers is proof that a small handful of words can pack a punch.
Some of the elements of storytelling—character, conflict, solution, resolution—let you illustrate that what your company offers is a clear path to success. The Before-After-Bridge copywriting technique presents a world where an obstacle exists, and then where it’s been solved, with your product or service as the bridge between the two.
While product facts and features are important, stories give context and meaning. Painting a picture that a customer relates to makes it easy for them to imagine themselves experiencing the benefits.
Your audience doesn’t just hear a great story. They feel it. Along with evoking emotion, stories can also shift perspectives, inspire action, and become marketing magic.
