Using storytelling in marketing
People love stories. Stories inspire us, fuel our imagination and invoke emotions. But what does that have to do with marketing?
Effective storytelling is a powerful tool for a business to have because it makes your brand memorable. It communicates your values and it's what we do as humans. Stories have the ability to create a connection between you and your customer. And with that connection comes trust. For example, my own story of why I started this business from my kitchen table because of a significant life event, has allowed me to connect with some of my clients that have also had significant life changes that led them to start a business. This story helped me to communicate my values of being self-reliant, entrepreneurship, finding a work-life balance and the ability of human beings to overcome difficulties. I often find these are the values that my client's share. You don't have to have a major life event to relate to the need to find a work-life balance that works for you.
Let’s go through some key elements that a great story needs.
The “main character” of your story needs to be somebody your customer can relate to. If you’re talking about yourself in the story, make sure your customers can relate to you. Know your audience so that your story specifically resonates with them.
Identify the problem
What problem or obstacle does the protagonist of your story face? Is this a problem your customers can identify with? Make sure your story includes their journey through the problem as they searched for the solution.
How was the problem solved?
How did your main character overcome the problem? What was the resolution? Does it match or reflect the solution your customer is looking for?
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