Storytelling in Marketing: 10 Tips to Help Tell Interesting Stories

Are you telling great stories with your marketing campaigns or are you just broadcasting? Check out how you can get started with storytelling.

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Storytelling has been around since the beginning of time, even before there was literacy. It has the power to transcend time and space, and to connect with people in all sorts of different ways. And while we have the means of digital communication and social media at our disposal nowadays, storytelling is just as relevant. In fact, it is absolutely vital when it comes to marketing your product or brand and reaching your target audience through digital clutter. 

Selling your product is not just about how good it is or how good your ads are, but also about the way you engage with your audience and stand out from the rest of your competitors. Unfortunately, many businesses and entrepreneurs neglect storytelling as a valuable tool, which is a shame, because it can come in handy even inside the company, especially when you are trying to get your ideas and message across at meetings. 

With that in mind, let’s take a look at 10 marketing tips that will help you tell better stories about your brand and products.

1. Know Your Audience

Regardless of how great your storytelling is, it has to be tailored to the needs and preferences of the market, and especially to the needs of your target audience. This is why you need to research your target market before telling your brand’s story, so that you can define precise buyer personas. Not only will you find out who is consuming your content, but also the best way in which you can tell your story, and whether to opt for written or visual storytelling, for example, or both. 

2. Keep It Simple

Storytelling can seem pretty intimidating, but it doesn’t have to be. If you are new to it, just keep it simple and straightforward. All you have to do is be authentic and cover all of the basics of storytelling. Tell your audience why you are telling them that particular story, who is involved, as well as what happened and where. That’s pretty much all you need at the beginning. As you get better and more experience at storytelling in marketing, you can tackle more complex stories. 

3. Learn through Good Examples

Fortunately, there are plenty of examples of storytelling online, and the best one, in our opinion, is the Dollar Shave Club and the video that made them famous. Not only is hilarious, but it also tells you everything you need to know about their services and products, including information about the costs and shipping, and all of that straight from the mouth of the company’s CEO Michael Dubin. In case you think that written storytelling would work better for you, places like EssayMama have plenty of advice on that.

4. Be Authentic and Honest

People are so fed up with ads everywhere they turn, so naturally, they will be resistant to anything corporations and businesses tell them. This is one of the reasons why influencer marketing works so well, because the brand or product is presented by an actual human being, and not some faceless corporate entity. You can rely on this in your storytelling as well, and share an insider’s perspective. The more you humanize your brand, the better they will respond to your message. 

5. Pick Your Storytelling Medium

Depending on your business, you will have the need for different storytelling mediums. Most can be categorized into one of these four types:

  • Written stories – involving articles, ebooks, brochures, or blog posts, optimally with images and graphics
  • Spoken stories – presentations, webinars, and lectured. TED talks are a great example of this
  • Audio stories – mainly in the form of podcasts, interviews, and audiobooks
  • Digital stories – these can involve a variety of formats, including videos, social media posts, animation, and games

Pick one or more which suits the type of your business, as well as your audience’s preferences. 

6. Don’t Get Caught in the Small Details

We often see companies doing this. It’s even worse when they insist on details that matter to them, as opposed to their target audience. Of course, details are what make storytelling so effective, but you should always be able to take a step back and see if they fit into the bigger picture. If they don’t, discard them and focus on those that will definitely be remembered by your audience. 

7. Don’t Save the Best for Last

Saving the best for last works really well when it comes to books and movies, but for marketing storytelling, you should do the exact opposite and put your best hook and your best element at the beginning of your story. These days, people will only spend a few seconds looking at your content before deciding on whether or not to consume it in its entirety, so it makes sense to capture their attention with something intriguing and interesting. 

8. Use Data to Help You Tell Your Story

Obviously, this doesn’t mean you should share a spreadsheet with all the relevant stats about your product with your audience, because they would find it very tedious. However, if you are trying to get them to purchase your product, which is superior when it comes to effectiveness or performance, then by all means share some of the key figures and numbers. If possible, make a comparison with some of your biggest competitors, and present everything in an easily digestible form, such as a video or an infographic. 

9. Don’t Focus on the Features

It’s great that your product has all those cool features, but the truth is that your customers couldn’t care less about the features. In fact, some of them might not even know what any of the features are for. Instead, shift your focus to problem-solving, which is what your audience is after. Let them know about what your product or services can do for them, instead of having them research its feature, because they won’t do it. 

10. Make Sure You Are Consistent

Keep the core message and values of your storytelling intact, not just over time, but also across different platforms, be it a presentation, blog post, billboard, social media ad, or a YouTube video. Changing it up will not only confuse your audience, but you will also come off as inauthentic. 

Final Word

And there you have it, 10 useful storytelling tips for marketing you can start using today. Start off simple, and make small improvements along the way, until you become a confident storyteller. Good luck!

Author Bio: 

Eliza Sables is a freelance writer, a journalist with over four years of experience, and one of the best online essay writers from Australia. Her focus is quality, as well as meeting goals and objectives. Reach out to her via email.

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