I have a small clay figurine of a storyteller made by the Pueblo people of New Mexico. Her mouth is open and around her skirt children listen attentively as she weaves a tale. Storytelling is a rich part of our human history; from cave drawings and oral narrative to the multimedia modes of dissemination today — the fascination with story remains.
When marketing products or services, storytelling is an important part of the equation. And the more personal, emotional and meaningful the story, the more likely you’ll engage your audience.
In fact, in a study of 3,000 respondents by Hill Holliday’s research arm, Origin, respondents placed a higher value on goods and services tied to storytelling. For example, a painting accompanied by the artist’s story was deemed 11 percent more valuable than the same painting with merely the title, artist name and year. And an eBay listing for fish-shaped spoons paired with a short story attracted 64 percent higher bids than one with just a brief description of the item.
What’s our takeaway from this as marketers?
Everyone has a story to tell. If you fail to tell it, people could lose interest (or never consider your brand in the first place). If you let others tell your story, you have no control over the message. Therefore, brands need to take advantage of native advertising opportunities. You have nothing to lose and so much to gain by telling a compelling story that makes people care about your brand.
Here are a few questions to consider when discovering your story.
- What does your brand stand for? What benefit does it bring to customers? To the world?
- What negative influences might tarnish your brand? That is, how do you need to craft your story to dispel those false impressions?
- What are the personas of your target customers, and what types of stories do these personas enjoy? Where are they likely to view your message?
- How can you elevate the prestige of your brand? Can you become a thought leader? What types of stories will help you stand out in the crowd?
If you need help finding the answers to these questions and in getting your story out where the right people will see and hear it, contact Motiv8 Agency for a no-obligation consultation at (866) 308-7275.