Storytelling has been talked about for a while. But what exactly does it mean and what difference can it make to your communication?
When we talk about storytelling in marketing, we mean turning dry facts and figures into compelling stories that resonate with specific audiences. Storytelling speaks directly to your customers' desires, fears or aspirations so they understand the impact your products or services have in terms that matter to them.
How to identify storytelling
If you're reading copy and you can identify a plot, specific characters or a distinct setting, it's probably using storytelling.
Look out for a narrative arc (with a beginning, middle and end), vivid details that paint a picture in the reader's mind, dialogue and quotes, and text that appeals to a specific emotion like nostalgia.
Does it throw in challenges and obstacles that those characters must overcome to create conflict (which builds tension, drives the story forward and makes everything more interesting)? Does time progress? Does the product or brand change something for the better?
If the answer's yes, you've almost certainly stumbled on storytelling.
What difference does storytelling make?
Let's take the example of hiking boots. You could focus on the boots' features in your marketing copy. That might sound something like this:
"Our new hiking boots are made with high-quality materials and provide excellent support and comfort. They are perfect for any outdoor adventure and will keep your feet dry and protected."
While this gives your customers reasons to buy, it's far from an exciting read. Let's compare this to an example that utilises storytelling, which might sound something like this:
"As a young boy growing up in the rugged mountains of Colorado, Dan always dreamed of creating the perfect hiking boot. Inspired by his father's worn-out pair that had traversed countless trails, Dan spent years perfecting his design. When you lace up a pair, you're not just wearing a boot – you're stepping into Dan's lifelong journey to revolutionise hiking footwear."
We've got specific characters, a plot and a distinct setting. And it's much more compelling than a list of features.
But there's more than one way to tell the same story. This first example focuses on the product's origin story: Dan's father's worn-out boots inspire Dan's dream to create the perfect boots. But you could also create a hero's journey:
"Dan's journey to create the ultimate hiking boot began with a near-disastrous climb up Mount Rainier. Battered by the elements and let down by badly constructed boots, he vowed that no other hikers should have the same experience. Through years of research, countless prototypes, and gruelling field tests, Dan created boots born from adversity and triumph. These aren't just hiking boots; they're the culmination of one man's quest to conquer the wilderness and empower others to do the same."
Or an underdog tale:
"Against all odds, Dan, a small-town maker, dared to challenge the hiking boot industry giants. Armed with nothing but his grandfather's old sewing machine and an unshakeable belief in his innovative designs, Dan worked tirelessly in his garage workshop. Rejected by investors and established brands, he refused to give up. These boots aren't just footwear; they're a testament to the power of perseverance. Join the movement and prove that with grit and passion, even the little guy can reach the summit."
Why not try a transformation story, a quest, a love story, a tale of rags to riches or explain how your heroine or hero overcame a monster?
Why storytelling works
Storytelling is a fundamental form of human communication that's been used for thousands of years to entertain, educate and inspire. And it works for many reasons in marketing:
It builds an emotional connection: Stories evoke emotions in a way a list of features can't. They create a stronger bond between customers and brands to drive loyalty and engagement.
It's more memorable: Customers are more likely to remember information when it's in the form of a story.
Storytelling builds trust: Stories humanise a brand, making it more relatable and trustworthy, and they help customers feel they know the people behind the product.
It helps your product or service stand out: A unique story gives customers a reason to choose your product beyond simple features.
It gives customers something to share: People naturally share stories they find compelling, helping you boost your social media reach.
Need help using storytelling?
If you're struggling to get past "once upon a time", I can help. Let's talk!