The Role of Storytelling in Marketing

May 5, 2022

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Every marketer needs to know how to tell a story. Why? Because, creating narratives is one of the most effective way to communicate. From the media we consume to our conversations with friends and family, listening to and telling stories is the foundation of our communication. With this, storytelling is key to marketing. Below are three elements that describe the role of storytelling in marketing.

Creates a Narrative

What is the role of a narrative in marketing?

Storytelling is crucial to marketing as the narrative it creates forms how your messaging is conveyed. People love stories. Whether they are avid readers or not, there is something about a story that grabs people’s attention. So, then, what is your company’s story?

Finding your company’s story can be challenging. In order to for the story to reach your audience, you need to consider what kind of story your audience wants to hear. Of course, do not lie to make your customers buy into your story and company. However, knowing what your audience wants to hear is key to framing your message in a way that will speak to them.

Once you have analyzed your audience, look at your company values and see how they can fit into your story. This narrative you creat should be prevalent throughout your marketing strategy.

Inspires Action

How does storytelling inspire action in marketing?

The goal of any story is to get readers to feel something. In marketing, this goal is no different. Creating a narrative that resonates with your target publics will make them more amiable to your company. Stories make people feel emotions, no matter what the type of story may be. Do you have an uplifting story? Or a story showing that har work pays off? When telling those stories, use the emotional appeal to inspire action.

Inspiring action is the main role of storytelling in marketing. Without any call to action, your story will be ineffective. Appealing to consumers’ emotions is one of the best strategies to get them invested in your company. 

Fits with Your Company

What is the role of storytelling with your company?

When writing your story, it needs to be cohesive with your brand. However, this can be challenging due to the vast amount of stories there are. Make sure that your narrative is focused on who your company is instead of something else. In order to have a good story, it needs to be believable and credible.

In Allie Decker’s article, “The Ultimate Guide to Storytelling,” at HubSpot she discusses what makes a good story. According to Decker, an effective story should be entertaining, educational, universal, organized, and memorable. When creating your story, make sure that you are implementing these elements. Effective stories need to grab your audience’s attention and have something to say. You also want to have a universal narrative in order to connect with more consumers. While you are targeting your audience, you cannot know all of their attitudes on a topic. Therefore, having a universal narrative will be the most effective option. 

Organization is also key to telling a good story, according to Decker. If the structure is confusing and hard to follow, your message will not be communicated. In order for your audience to remember your story, your narrative needs to speak to them in a clear and succinct manner.

Check out Kimberly Whitler’s article, “3 Reasons Why Storytelling Should Be A Priority For Marketers,” at Forbes to learn more about the role of storytelling in marketing.

Telling stories is one of the most effective ways to communicate with your target audience. Through creating a narrative, inspiring action, and fitting your story with your company, your stories will be a successful part of your marketing strategy.

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