Nothing beats a good story.

A good story can draw you in. It can make you feel. It can make you laugh or cry. It can make your hairs stand on end. A good story can carry you along and pull you into a world that you never imagined.

You may be mistaken to think that I’m talking about a novel or a film; in this case, I am talking about the power of storytelling in marketing. That’s right, storytelling plays a massive role in marketing and you probably didn’t even realise it.

Think about it. That last commercial you watched – did it tell a story? Were you taken on a journey from A to B? How did it make you feel about the brand? Did you feel something for the characters within it?

You’re probably looking back now and thinking how you missed it. But the truth is, the best marketing content always tells a story.

We’ve seen it in recent years in adverts like the John Lewis Christmas adverts, which use emotional storytelling techniques to drive their brand. Every year, we buy into their brand not because of their products or service, but do to the powerful journeys they take us on in their advertisements.

Of course, we’re talking about advertising right now, but the power of storytelling in marketing can be carried over to other areas of content – blogs, page content, video, social media and so forth.

For instance, consider the About page on your website. It may read like this:

“Little Candles Ltd was launched in 2009 by John and Jane Doe. The company is based in Manchester and specialises in producing home-made candles for retailers.”

Not very exciting, is it? But imagine what would happen the second you introduce the power of storytelling to this About page:

“John and Jane have always shared a passion for crafting home-made candles. But it was only once they began selling their candles on a small stall in Arndale Market did they realise how popular their products were. That’s why in 2009 they launched Little Candles Ltd, a specialist home-made candle company that now distributes to over 20 national retailers, and allows them to share that same passion with candle lovers across the UK.”

Immediately you can see the difference. It humanises the business and takes us on the journey that the owners experienced. As a result, we feel more connected to the owners, the products and the brand.

So what storytelling techniques do you need to use in your business content?

Character. Introduce a character, whether it be an individual or even your customer, and make your content about their pursuit to achieve a goal. This means putting yourself in your customer shoes and looking at your brand from their perspective. Think about what challenges they need to overcome and how your brand can solve those challenges.

Journey. Every character goes on a journey. Again, this goes back to what the customer’s problem is and how you can solve it. Think about the hurdles we face, find solutions to those hurdles and bring your customer’s experience to a satisfying conclusion.

Emotion. Make your customers care about the brand. Tug on their heartstrings or show how much you love your brand. Being passionate about your brand will make others care about it, too. Think about the heart behind the business as much as the brains.

If you’d like help with your storytelling in marketing, contact STITCH today to discuss your content needs.