The Power of Stories in Marketing

Story Book Marketing

People love a good story, especially when they are drawn in emotionally and relate with the characters. When it comes to marketing, stories present an interesting and non-threatening way to engage your audience, connect them to your product or service and motivate them to take action. Every company has unique stories that they can use to differentiate them from their competition.

What makes a good story?

A good story contains 9 basic parts:

  1. The characters: protagonist and antagonist
  2. The critical factor: what is at stake
  3. The conflict: what goes wrong
  4. Obstacles: what is the way of the protagonist from resolving the conflict
  5. Subplots: sidekick or love story that helps the protagonist
  6. Anticipation: doubt or fear that all is lost
  7. Climax: height of the action and emotion that leads to success
  8. Resolution: emotional satisfaction
  9. The hook: leaves the audience intrigued and wanting more

What are the different types of stories?

There are many types of stories that you can use to connect your audience with your brand, products and service. Some include:

  1. Narrative: describes a personal experience that the audience can relate to
  2. Expert Advice: illustrates how the wisdom of an expert resolved an issue and saved the day
  3. Historical Analogy: teaches a lesson from history by using historical characters and events
  4. Fairy Tale:  using exaggeration, magic, mystery and/or romance to evoke an emotional response

How can stories be used in marketing?

  1. Online Videos
  2. Website Content
  3. In brochures and other printed materials with graphic design
  4. Client testimonials
  5. Presentations and Speeches
  6. Sales Technique
  7. Social Media