Why Storytelling Is Important For Your Business

January 24, 2022

We all love a good story.

From the old-school Dr. Seuss books to Stephenie Meyer’s captivating Twilight series that still has us defending whether we’re Team Edward or Team Jacob (Team Edward, all the way). Stories have always been one of the most powerful ways of communication, allowing us to connect with our customers on a deeper level. So, when it comes to marketing, why wouldn’t a brand want to incorporate storytelling aspects into their creative strategy?

If you’re stuck in a rut, and your marketing strategies need a little help, why not try hooking your audience with a good story? Great stories not only evoke powerful emotions, but they also incite action, which is what any brand desires!

Whether you’re a small start-up or a Fortune 500; whether it’s through written form or through video, storytelling can be beneficial across the board—when you do it right.

Wait, you can do storytelling…wrong? Consider the number of bad stories you’ve had to sit through in agony and I think your question will be answered.

When it comes to doing storytelling “right,” here’s what your business should keep in mind:

The Purpose

What’s the purpose of the story you’re telling? Is it to generate leads? Boost Sales? Simply to let people know what you believe in? Knowing the purpose of why you’re telling the story in the first place will help you stay on track, reducing the chance of overloading your customers with information that has nothing to do with the story.

The “Wanted” Outcome

In the same vein as knowing the purpose of the story you’re trying to tell, you also want to have an idea of the outcome you’re looking to get. What do you hope this story accomplishes? If you’re wanting the outcome to be a deeper connection between you and your audience, you might hold out on the “sales talk,” and really just focus on who you are as a brand.

The Message

What’s the overall message of the story you’re telling? What’s the theme? Is it a sense of belonging? Is it hope? Is it joy? Whatever the root of the message is, what are words or images that you can use to instill that image within your audience?

The Structure

A great story is structured in a way that makes sense to the viewer, allowing them to easily follow. The worst thing that could happen is your message of hope being lost in translation because the story didn’t make sense to follow. Once you get your message down, focus on the best way to lay it out.

The Connection

Think of the connection like the finale. By this point you’ve got your purpose, you’ve got the message, the platform and now we have to ask ourselves—”What’s going to leave them wanting more?”

We hear stories every day, but there are only a select few that we choose to dive into. Your customers are going through the exact same thing, being bombarded with brand stories every single day.

How will you stand out? The power of your storytelling.

If you’re ready to reach new audiences with your brand story, reach out today at [email protected].