The Role of the Story in Marketing

Stories have been around forever. Folklore, legends, family histories, and yes, even gossip. All of them have the potential to resonate with people and be spread by word of mouth. Why? Because they're interesting and engaging. Because they are relatable.

If you have a chance to read a technical brief or a story about how a company created major success by using that same product which enabled them to beat the big-company competition, which one are you going to choose?

It goes without saying that certain types of stories have more appeal for particular types of people. The underdog story will appeal to small companies trying to break into larger accounts. The aspirational story will resonate with the prospects who want to feel good about the choices they make. The innovative company will respond to a story about future issues that will impede their business.

One of the key considerations with stories is to understand that they will brand your company. Choose your stories wisely. Think about what you want the prospect or your customers to walk away with. What you want them to think about your company after The End.

Stories create mind-set. They position your company a particular way depending on how the "listener" interprets them. Stories are not just the story. There are underlying emotional impacts that need to be considered. This is another reason why personas are a good idea. Because communications don't only impact the recipient with the immediate message, but with the empathy and resonance they generate personally with an individual.

Attention is getting shorter. "Listeners" are being more selective. The span of willing engagement is shrinking. Stories can help lengthen that span and expand the level of attention someone is willing to extend.

Stories are brand.

Some things to consider:

• Does your company tell short or long stories?
• What themes do you use? Are they the best ones?
• Who's telling the stories? Is it just marketing, or does sales use them too? Who else? Are they the same stories?
• Do your stories have continuity? Or are they one-off tales?
• Why will they be relevant to those you share them with?
• What outcomes do you want from your stories? Are you getting them?

Over on Guy Kawasaki's blog, the post The Nine Best Story Lines for Marketing explains the types of stories that work best for business marketing. Some of them you may know by other names, but it's a good list to work from.

Comments

[Pam Van Orden]

A wonderful post that is music to my ears.

I am a brand storyteller. Over the course of my 30+ year career in branding, I have collected a massive database of compelling brand stories. I use them to inspire business leaders and to demonstrate the power of brand story. Then, together, we create more compelling stories for their brands.

I am absolutely passionate about this work. Stories don't just engage people, they change people, opening them to new worlds of possibility.

My favorite line in your post: "Stories are brand."

Thank you!