How Powerful Storytelling Has the Potential to Boost Your Marketing
By Rosemary Canlapan
Did you know that storytelling is THE single greatest tool that can skyrocket your business marketing? Not only is storytelling a fantastic tool but as a business owner and entrepreneur, these days it is a highly sought-after asset and one that will take your business to new heights if done the right way.
Imagine being a hero in one of your favorite superhero movies, and think of storytelling as YOUR marketing superpower! Superheroes know how important their superpowers are to the community and world they serve. Similarly, we entrepreneurs understand just how important marketing is and that our various superpowers – whether that’s awesome email marketing or amazing social media reels – greatly impact the unique communities we serve.
Just think about it… when you’re working hard to get this ball of your business rolling, how you share your message, services, or products is everything! What if I told you that accessing your most incredible business superpower has the ability to, out of all of your investments, always bring you the highest rate of return, and not just any ol’ return but a quality one.
That superpower is the ability to and power of being able to construct and tell a tremendous story. Who knew telling stories had so much bang for its buck?! Well, now YOU do, so… let’s journey together as we learn why this is your superpower and how you can fully tap into it to get the greatest return on all of your hard work!
Why Does Storytelling Matter for Your Marketing?
Before we can dive into how it’s important to first understand the why. Why storytelling? What makes storytelling so significant for your marketing strategy?? Great questions! I’m glad you asked! Let’s stop for a second to consider music.
I know, I know… you’re probably wondering where this is going. I don’t blame you for possibly thinking that. This may sound like a rabbit trail but stay with me here.
So, let’s think about music for a moment. What about music is so captivating? How does it have the power to put to words what you and I simply cannot but innately feel in our souls? What is it about music that has the ability to draw us into another world where we feel seen and know we aren’t alone? Or better yet, that we’re not crazy (or more like, we’re not the only crazies in town!)? The answer to those questions, friend, is this: it’s the authenticity and vulnerability of the stories being told and it’s the way in which those stories are shared with us.
There’s a ‘realness’ to what is being sung and it moves us. Music tells us a unique story and takes us on a journey. It tells us, “I understand, I’ve been there too, and let me tell you what I mean.” Isn’t it fascinating to know that the same music you and I hear has the ability to transport us to two entirely different places and times in our lives and can instantly bring us back to personal experiences?
It’s almost as if music is a time machine or teleportation device of sorts. We’re transported somewhere. Somewhere where we remember exactly where we were when the song first impacted us, what we felt, what it smelled like in the place we were in, and what that moment or season of life was like. Music really is magical in that sense.
Is Storytelling Really that Meaningful in Your Marketing?
Storytelling goes beyond just hearing or telling a story. We’re not just being told a series of events in a particular place at a specific time. We’re being actively invited into that story with each listen. And with each new listen, we gain unique insight, new perspective, and new knowledge. All of which are invaluable.
We treasure music. We tattoo song lyrics on ourselves. We turn them into other forms of art… all because we were deeply moved by the impact that music made on our hearts and minds. Even though the impact is different, we are the same in that it was the story in the music that connected us.
Maybe music is not your thing and that prior description doesn’t quite resonate… that’s totally okay! How about this? Think about what it looks like to gather around a campfire.
There may be games and music. There are usually delicious, melty s’mores being made. Yum! And guess what? There are always stories being exchanged among family and friends.
That’s the core of what it means to gather, whether that is at a concert, at the dinner table, or around a campfire. It’s about the stories we hear and the stories we tell.
Real, authentic storytelling matters in your business marketing because it connects people from all walks of life and it will always take you a thousand miles further than simply reading off a set of facts ever will.
It’s important to understand that any business owner and entrepreneur has this superpower but many don’t know it and if they do, they don’t know how to maximize its benefits for the advancement of their business.
What is More Powerful Than Storytelling?
What could be more powerful than storytelling? The answer – it’s a story told powerfully, creatively, and authentically. Essentially, a good story is one that sticks. It keeps readers engaged and on their toes. It causes them to resonate with a specific character and storyline.
Depending on the plot, it can keep a reader on the edge of their seat begging to know what comes next. A story that sticks is meaningful for different reasons. To some, it may be a breath of fresh air and newly realized knowledge, and to others, it may be a delightful and entertaining narrative.
There are certain stories that transcend generations and outlive ever-changing cultures. Whole audiences flock to attend showings of popular movies and shows like The Lord of the Rings, The Hobbit, Harry Potter, The Chronicles of Narnia, and Star Trek to name a few. Notice what all of these iconic books and movies have in common.
They are all intriguing and utterly enchanting stories. They are fantastic in many ways. But they’re more than a story about a good guy, a bad guy, and things that happened in between to get the good guy to defeat the bad guy.
Each one of these stories captivates you. Each one of these stories hooks you at some point and then draws you in… deeper and deeper still.
These are entire universes of their own filled with creativity bursting at the seams and woven into every nook and cranny of each world. We see all around us millions of stories that emulate this perception and evoke child-like fascination. All of the previously mentioned iconic narratives prove that a story birthed out of creativity and authenticity brings inspiration.
Are you feeling inspired now?! Let’s keep going!
How Do You Write a Story That Sticks?
If you want to use storytelling successfully for your marketing approach, know that finding a story that sticks is half the battle. This requires three major considerations.
Pay attention to that word I used by the way — I used the word major. I use that strong word because these two items serve as the guideposts within your business marketing, and storytelling path.
Not getting these right can cause you to work harder and not smarter.
The first major consideration is your audience. The second is your purpose. The third is that how you say something is just as important as what you are saying. Once you establish these three items, everything else will naturally fall into its rightful place.
Successful Storytelling for Marketing: Broken Down in Three Easy Parts
(1) Who Are You Writing to? Your Audience Matters
Your audience dictates the direction of your marketing and directly influences your purpose in writing to them, which we’ll get into a little later. Who is your target audience?
- Parents
- Doctors
- Lawyers
- Small business owners?
What are the problems unique to them? What do you offer that can help fill in those holes and bring excellent value to them?
Determining a narrative in which your audience is highly valued and understood is key to building trust.
That trust will lead to credibility because they realize you understand their pain points and therefore, know what you’re talking about.
From this point, you have a community that feels seen, heard and understood. Their loyalty to your business and brand will show that.
(2) Why Are You Writing? Your Purpose Matters
Your purpose is huge! And skillful storytelling is an indispensable tool used to help carry out that purpose. Consumers in this day and age are much more value-driven.
This means that people are much more likely to invest in something or someone or purchase something if the person or company selling it is aligned with their personal values.
This brings us to circle back to consideration number one for a moment because it goes to show that your audience really does run the show in that sense! When you consider your specific purpose in writing, keep your audience at the forefront.
Yes, you can and should absolutely produce these stories around your business because they matter to you but you should equally consider the people who will be engaging with your content as well.
Ask yourself these questions: Why am I writing this? Does it bring value to my audience? Your why will establish your business identity and values.
And I can bet you that most of your audience will be asking these same questions in addition to, who is this company I’m giving my money to, what do they stand for, and do I align with those values and beliefs?
(3) Your Approach & Delivery Matter
We’ve all heard the saying that how you say something matters just as much as what you say. Some say how you say it matters even more than the content itself. Well, it’s true and it’s especially true in your marketing.
The way in which you tell your story can reel people in or draw them away. I’m guessing you want to draw them in, right? As a business owner, one hat you wear is that of a salesperson, so considering how you approach your audience is important.
- Do you find your audience is more engaged through video?
- Maybe blog posts and email sequences are more of their thing?
- Do they engage more on Instagram or Facebook or both?
- Do they enjoy reels or Youtube videos?
These are all tools you can use for your delivery and approach. Make sure to take the time to research what your audience is like and what tools to use to best sell your message.
You Can’t Go Wrong Incorporating Storytelling for Marketing
With all this knowledge you’ve acquired in the short time it took to read this, I now have a question for you. Will you wield your storytelling-for-marketing powers for good? Did you know that an excellent copywriter can help show you just how to do that?
If you’re intrigued and ready for more information on how a copywriter can do this for you, then make sure to book a call here and let us help you get your story out into the world.
An effective copywriter can show you the benefits of simple yet powerful storytelling and its ability to have a high return on your investment. In addition, a great copywriter can help to get those creative business juices flowing on your end, too!
Now, you, business owner, entrepreneur — yes, YOU! It’s time to tell your story. Go win your audience. Don’t sell your storytelling-for-marketing superpowers short! Be bold and tell the greatest stories ever told!
