Storytelling is the communication of human experiences in words, images, and sounds. From its origins around the camp fire, to modern-day literature and film, storytelling has continually evolved as a tool for communicating experiences and traditions from one generation to the next.
In marketing, storytelling has the power to engage target audiences on an emotional level like never before. In an online environment, where audiences are bombarded with information from all directions, it is no longer about breaking through “the noise” of your competitors. Instead, modern marketing aims to give consumers what they want, namely drama, in the form of a brand story.
“The audience will not tune in to watch information. You wouldn’t, I wouldn’t. No one would or will. The audience will only tune in and stay tuned in to watch drama.” These words by American playwright, screenwriter, and director, David Mamet, have been taken to heart by marketing professionals everywhere.
Here is how to create your own brand story.
Be original and specific.
Think of a unique story to share with your audience, and use detail to make your story more believable. Believability is important for a brand story. The best marketing storytelling combines emotion with logic.
Use multiple perspectives.
Tell your story from multiple angles. There is more to your brand story than your own point of view. Use customers and supplier testimonials as part of building your story. Tell the story of one of your employees. Find a human face that audiences can connect with.
Tell it well.
Stick to the essence of your story by choosing precise, descriptive words to tell it. Evoke all the senses in your descriptions, or use video material where you can. Tell the story like it is. Resist the urge to over-embellish or add too much detail. Just the right amount of detail is necessary for believability, but don’t overload your story with unnecessary complications.
Storytelling gives businesses the chance to share their personal story with their audience. In this way, a business can emphasize the values that are at its core, as well as humanizing business-customer relationships. It is important, however, to leave out a distinct marketing message altogether, or audiences will see right through your story.
Tell an original brand story by looking at your business from multiple angles, find a human face for your audience to connect with, and make sure you evoke all the senses by using video or description. These marketing storytelling tips won’t turn you into David Mamet, but they are inspired by his words.
Source Mamet quote: