Never underestimate the power of storytelling while marketing. While both oscillate between the realms of science and art, in the end you won't win your audience over if you can't master telling a story.
Storytelling is the social and cultural activity of sharing stories, often with improvisation, theatrics, or embellishment. Stories or narratives have been shared in every culture as a means of entertainment, education, cultural preservation and instilling moral values. Crucial elements of stories and storytelling include plot, characters and narrative point of view. The term 'storytelling' is used in a narrow sense to refer specifically to oral storytelling and also in a looser sense to refer to techniques used in other media to unfold or disclose the narrative of a story (Wikipedia, 2017).
Storytelling in marketing should stick to a main format including:
- Tell your audience what it is that's important about your story.
- Tell them why it's so important and what problems this important thing will solve.
- Tell them how to get it on landing page that captures contact info to connect and follow up with them afterwards.
- Repeat with more storytelling until you've nurtured your lead into a qualified deal.
- Delight them with your products and services so their promote your story and tell it to others!
With all of the advanced storytelling tools, technologies and platforms marketers have at their fingertips, including video, blogging, e-zines, as well as traditional print forms, displaying alternative ways of presenting things, people, and ultimately reality, is limited only by the marketers ability to imagine and create. The end result? Marketers storytelling skills can help solve business problems or new realities for increased sustainability and profitability for a healthy, thriving organization.