3 Components of Storytelling for Marketing

Story is king. Yet telling stories in marketing may seem like a mismatch. Marketing suggests data and spreadsheets and market research, right? Storytelling brings to mind kids and bedtime.

But the truth is, you’re never too old for stories, and you can never outgrow the power of a compelling narrative.

That’s why we consume movies, books and news stories as entertainment. Stories teach us things. They delight and move us. And they resonate with us on a personal level. (When was the last time you found yourself nodding along with something you read?)

Storytelling is one of the most important marketing tools you can use.

By telling the story of your product or brand, you help establish a personal connection and foundation of trust with your audience, enticing them to engage with you more. The best part? It’s way easier than you may think.

1. Hook the reader.

The first and most critical part of storytelling is grabbing the audience’s attention. If you don’t capture their attention immediately, you’re sure to lose them just as quickly. 

You can hook a customer by beginning your piece with a question, statistic, quote or anecdote. Or a short sentence that builds tension or curiosity and keeps the audience reading.

Here is an example of a story hook: 

Sabrina Shattles knew there was another way.

2. Keep the plot simple.

Stories are basic at heart, with a clear introduction, conflict and resolution, and yours should be no different. Your main goal in telling your story is to connect with the audience, but, as a brand, your goal is also to showcase how you can help them. Testimonials and case studies can work well here. As can simple, compelling writing.

Consider this:

During her 30 years in marketing communications, Sabrina had noticed that when creatives started a family or had other life demands, their careers could be limited. The hours required at agencies weren’t always family friendly, but when creative professionals went out as solo freelancers, they sometimes missed out on the challenging, high-end projects that went to agencies. 

She decided on an experiment—to create a virtual agency model that supported flexible work schedules.

3. Wrap it up.

Most marketing stories should be brief while still accomplishing their goal. Pro tip: A story should be as long as it needs to be and no longer. 

Here is a short-and-sweet conclusion to the Shattles Communications origin story (you picked up on that, right?):

Now celebrating eight years in business, Shattles Communications proved that Sabrina’s experiment could work—both for the people it employs and its clients. By providing well-paying, intellectually and creatively challenging jobs to hardworking, talented people, and keeping overhead costs to a minimum, Shattles clients receive big-agency results from a small, agile team.

A few other tips to keep in mind when incorporating storytelling in your marketing efforts:

Be yourself. 

Writing in brand voice in your marketing communications goes without saying, but you should also be authentic. Be honest in the stories you tell and don’t be afraid to showcase your brand’s personality, whether it be quirky and colorful or clinical and composed. 

Show, don’t tell.

Anytime you can paint a picture for your audience through your words—or through the inclusion of a visual that’s relevant to the topic—do it. It’s truly the difference between telling a story and simply stating it, and it can make all the difference on how your piece (and brand) is received.

Tell a good story in your marketing and you’ll positively impact every aspect of the buyer’s journey—from raising brand awareness to affecting emotional purchasing decisions to building customer loyalty.

Connect with us to learn how we can put storytelling to work for your

marketing campaign.