The Role of Storytelling in Effective Marketing

Once upon a timeHuman beings have been sharing stories since the dawn of time. It’s the way we connect with each other. Stories that create a heart connection are the most successful – when we can imagine ourselves in someone else’s story.

Good marketing has that same effect. Think of Hallmark commercials, for example. Their sweet and nostalgic vignettes strike an emotional chord. Other common responses to ads and commercials include laughter, irritation, or a sense of disbelief.

But whatever the reaction, the marketing has succeeded to some degree because it evoked a response. We saw ourselves, even for a moment, in that story. The reason videos go viral is because those stories successfully capture a moment and trigger a response.

Today, because we have all become experts at avoiding ads, commercials, promotional emails, and other interruptions to gain our attention, the role of good storytelling in effective marketing has never been more important.

To some degree, it’s because we are so self-involved. We are all starring in our own stories, and it takes something really compelling to pull our attention away from our own immediate needs. But that is the role and goal of marketing – to get our attention – to increase our awareness – to move us to action.  It must be authentic; it can’t be forced or artificial. We can all tell the difference. 

So amidst the strategy and tactics of your marketing plan, it comes down to this: What’s your story? Are you telling your story in a compelling way? Can you make people care about what you’re doing? If you can, you’re likely to be successful in moving your readers/prospects/buyers to action. If not, you have the opportunity to rewrite your story.

How are you ensuring that your story is clear and resonates with your audience?


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