Storytelling and human communication go hand-in-hand. From early orated passages to the modern digital marketing era, the art of storytelling has always been an incredibly profound tool, having the ability to connect consumers to businesses in deeper, more meaningful ways.
Scott Jacobson, airport advertising expert and founder of Fuse Advancement, explains that becoming a wordsmith leverages the untapped potential held within carefully crafted sentences to resonate with audiences, touch emotions, establish trust, and differentiate from the competition.
The Power of Advertising
Everyone is drawn to stories; it’s part of what makes a human who they are — human.
Boasting the power to engage, captivate, and leave a lasting impression, storytelling is the perfect component to any advertising campaign. When done expertly, it has the ability to effectively form a connection with an audience while efficiently relaying the brand message. In today’s rapid, digital world, that’s the best way for businesses to cut through the noise.
Storytelling brings brands to life by creating memorable, impactful, shareable content that inspires awareness, loyalty, and more importantly, conversions. Consider it the key ingredient to a successful marketing campaign.
Weaving Words: Creating a Marketing Narrative
As mentioned above, storytelling must be applied correctly; it’s all too easy to miss the mark. Thus, experts have put together a guide to help marketing newbies navigate these sometimes-daunting waters.
One Upon a Time, There Was an Audience…
Effective storytelling begins with an intimate understanding of the target audience. Identifying their aspirations, values, and pain points indicates the direction of the narrative and how to incorporate it. Aligning the narrative with their desires and needs ensures that the story resonates with them.
…Who Wanted to Know a Brand’s Message
Upon understanding an audience, defining the brand’s purpose and message comes next. One cannot exist without the other, so if a brand has a purpose, it certainly has a message.
Weaving the business’s values into the story ensures that the narrative truly reflects its identity, effectively building credibility and trust.
It Was Up to The Brand to Prove Authenticity
Another crucial aspect of storytelling: authenticity. The modern-day consumer is savvy, being capable of identifying inauthentic narratives almost immediately. Staying true to the brand values and making the story reflect that is the only way to go.
But That Wasn’t Enough to Keep the Audience Interested – They Wanted More
As any book lover knows, characters are the core of an inspiring story. However, they need to be compelling and relatable, properly representing the brand.
From the founder to the customers to employees, humanizing the business through their journeys and experiences is a fantastic approach.
And More Is What They Got. Yet, Emotions Remained a Little Untouched
Brands should aim to tap into emotions through their stories, incorporating joy, inspiration, empathy, nostalgia, or a similar feeling into their narratives. Emotional themes ensure a deep, well-established bond with the reader.
