Why storytelling marketing is the most human way to reach & touch audiences

The world is full of advertisements and campaigns that can make you feel overwhelmed or disconnected. Now, think about the last time an ad actually got you to stop scrolling, to stop walking, to stop anything. When thinking about that ad, what was it that actually made you stop? Was it because you saw a great discount, like 75% off. Or was it something loud and flashy, designed perfectly to get the attention of anyone who will look?

Or did it hit closer to home. Did it make you connect with the brand or ad on a deeper level right away. Maybe it even made you stop and think, wow - this ad was specifically designed for me. Why is this making me feel something beyond the desire to consume more?

Advertisements, and ultimately stories, are what connects people and builds a deeper connection. In a time when people crave these tiny human moments, or slices of life, companies have the power to change their marketing strategies. This is where storytelling marketing comes in.

Stop stuffing campaigns and marketing efforts with sales jargon. Instead, weave something familiar, emotional, human into these strategies. This strategy can be a way to allow the target audience to connect on a deeper level. This deeper level can result in better conversions and performance for companies.

Storytelling marketing strategically uses narratives to create a more meaningful connection to the audience than traditional ways. Instead of stating the facts in a direct way, these core elements are blended into the ad for a compelling story to better relate.

Unlike more traditional campaigns, storytelling can build brand awareness, trust, and loyalty faster and in a more memorable way.

Why does this type of marketing work better? Why can we connect with it more than a standard marketing campaign? What about this way of getting someone's point across, feels more human?

You might claim that these stories are just a better campaign. However, there is actual science behind why these campaigns grab people's attention more than a traditional ad.

Better recollection

Which is easier - memorizing hard facts, numbers, or information from flash cards alone? Or is it easy to remember with a catchy song or hook? Perhaps a clear visual, mascot, character, or color could catch your attention more. These other sensory cues can help your brain take in the information and retain it longer. For marketers, that is the most important thing. If people forget your ad right after they see it, then your task has failed.

Relatability and connection

The reason why influencers and content creators have really taken off as a viable option for selling things is because of the relatability. Nowadays, consumers want to feel a connection to others. This genuine connection cannot be shown in a traditional marketing campaign. A great story allows people to be put in someone else's shoes.

Emotional engagement

Whether you work in B2C or B2B marketing, emotions play a big role in consumption and decision making. By tapping into this aspect of the decision process, you can subtly sway your clients or customers to the outcome you want.

There are different stories to be told. The way you convey your message and tell your story can depend on your overall vision. Here are some examples of different types of marketing stories you can tell to get your point across.

Customer-led stories - Volvo 🚗

Volvo had an impactful campaign, driven by stories of actual customers. They described how their lives were saved by the 3-point seatbelts that Volvo invented. This isn't a campaign to show the newest models or the newest features. Volvo doesn't need to show that to you. You can feel it in the way these customers tell their stories.

Stories that are highly relatable (real or fiction) - Nike 👟

When you think of a traditional Nike ad, you might think of athletes, gold medals, excellence. However, with their viral ad, they zoomed in on what goes on behind the scenes. Instead of showing athletes at their best, they showed what it takes to be a winner, a champion.

They remove the curtain on how these athletes and people achieved their goals. Showing the sore muscles, early mornings, overall struggles. They wanted to emphasize that it isn't always about the destination, but the journey of how you got there.

Overall company visions and values - Patagonia 🌲

Patagonia has a famous print ad. While it is simple, the impact is great. They printed an ad talking about why someone should not buy their jacket. While it might seem counterintuitive to do this, it had a great impact. Patagonia was showing that sustainability was more than a talking point. It is in their mission, their vision.

This print ad shows consumers to stop and think about what they are buying. Are you buying it because you need it? Or buying it to have something? This showed that Patagonia was urging their customers to think about sustainability the way they think about it too.

Emotional stories with a deeper meaning - Norwich City FC ⚽

Not every marketing campaign needs to sell a brand or service. It could also be a public service announcement. A great example in recent years is the Norwich City FC commercial. It shows two men attending different games. One man is clearly laughing and enjoying himself, being the life of the party. The other man sitting next to him is quieter, more reserved.

While it seems the quiet, more reserved one is struggling with his mental health, in the end, the one who was excited, and “happy” is the one who is gone in the end. The point of the story is to pull at the viewer's heartstrings. It also flips the narrative to show that not all the signs are easy to see.

There are certain elements that distinguish traditional marketing from storytelling. Is it clear what makes an impactful ad from the examples above? If not, or for those who want clearer guidelines, these are the five key elements needed to create a compelling story.

Characters

The characters are the ones who make and experience the story. For brands looking to make a meaningful connection with the audience, build characters that feel real. When the audience can connect with characters on a personal or emotional level, the ad will hit harder.

Conflict

Conflict is what adds depth to the story, the stakes. A conflict could be internal (something going on with one of the characters) or external (something happening outside of the characters). Without a conflict, there can be no story. A story without conflict is food with no flavor.

A great ad will find a way to have some conflict happen to the characters then also find a resolution. This resolution might be the product itself or a feeling the brand is trying to convey.

Plot

What happens to the characters within the story is the plot, the general flow of the narrative. A good story always needs a beginning, a middle and an end. The characters move through the plot, driven by their relationships and the conflict happening.

In order to be remembered, brands should come up with an impactful plot, one that can be experienced by many. Even crazy or silly storylines that take place in outer space can still be impactful to an audience on planet Earth. This is where the connection is made - through the characters and their movement through the plot.

Setting

The setting is the backdrop of the story, where and when the story takes place. Choosing the right setting can significantly impact the overall story as well. Settings can enhance the drama or increase the conflict.

Theme

Finally, the most important part of the story, the core message, is the theme. This is the reason you have a story in the end and why it will make it worthwhile for the audience to tune in.

As a brand, what do you want your audience to take away? Is it a lesson or an overarching statement you believe is important.

The power of storytelling has the ability to change real life and the real world. A compelling story can create an emotional connection that leads to brand loyalty, success stories and it can build trust.

Here are some of the biggest mistakes that can make your viral hit a flop.

• Not being genuine - Trying to repeat or directly copy someone else's viral moment will not serve you. Make sure your ad relates to your corporate story because those things are what make people interested in your products or services.
• Too complicated - Do not try to reinvent the wheel. Aim to have a clear story, with a clear message and takeaways.
• Focusing too much on the brand or products - Since this is a story, you want your target audience to be the main focus. The brand or products should be in the background. This brings the human element to the front of the story, making it more relatable and therefore, more memorable.
• Forgetting to add a takeaway or call to action - A good story is great, but without this last piece of the pie, your viewers might not want to watch it again. Without this small piece, viewers or customers can forget your message, brand, or story.
• Avoiding conflict - Conflict and the resolution are what help drive the story. Without any sort of conflict, the story can fall flat.
• Being controversial for the views - While controversial stories can get a lot of attention and engagement at the beginning, think about what legacy you want your storytelling to have. Do you want to impact your customers or do you want to end up on a list of failed marketing campaigns?
• Not knowing your audience - Make sure the story will connect with your target audience. A brand origin story for a meat processing company might not work well by focusing too much on the negative aspects of the farming industry.
• Telling your audience what to feel instead of showing - No one likes to be hit on the head with an idea. Have a point of view and conclusion, but make sure to show that instead of simply telling the audience what you want them to take away.

When considering this as an approach, you need to think about these facts. Not every campaign can be as emotional or thought-out as a storytelling one is or needs to be.

👍 Advantages 👍

1. Standing out from the crowd - not everyone is doing this, so you can make a bigger impact.
2. Show your brand personality - consider telling a story to show off your brand inception to give readers a more in-depth look and feel to your humble beginnings.
3. More emotional connection = more trust - use this tool to connect more with your audience. This human connection bonds a brand's story or message with the audience.
4. More engagement - when people feel passionately about something, they are more invested in it. Focus that passion on your company.

👎 Disadvantage 👎

While there are many positives, there can also be negatives too. Be sure to consider this when you start the brainstorming process.

1. Costs - since this is more story-driven, you need to be aware that it takes more resources. More ideas and edits, more visuals and world building. These can have an impact on output and perhaps performance too.
2. Missing the mark - unless you do the research and put in the work, your message might not come across the way you want it to.
3. Bad motives - if you want to create a viral moment without any substance, then this is the wrong choice. What makes storytelling marketing so compelling is that connection and deeper meaning. Without those core elements, your motives can be challenged.

In today's world, it might seem that marketing is mostly driven by number, clicks, sales, and conversion rates. But much like the humans who work behind the famous marketing strategies, campaigns need a human touch too. Stories are what ultimately connects people to their friends, family, coworkers, and customers.

The ad campaigns that get remembered are not specific coupon codes or even the best of the products. Stories are what is remembered for a long time. Stories have the ability to pass down love, laughter, happiness, knowledge, and trust.

By the end, it should be clear that a well thought out narrative story campaign can work wonders for a brand. Most media consumers do not want to have sales campaigns shoved down their throats at every moment. Companies standing out from the rest use their storytelling abilities to dive deeper.

In the end, finding a story is not what is challenging. It is choosing to tell it that is the hardest part. As a company, be sure to show up with a heart, not just a sales target or conversion rate in mind. Invest in the human side of your customers and clients.

In the long run, the companies we remember aren't the loudest, but the ones that make us feel the most.

Promotional products and corporate merch are great tools to aid in great storytelling. Make sure to elevate your story with some of our top selling products.