Storytelling: A New Marketing Tool

What makes a good story? The context? The content? Or the storyteller? Well, it is a union of all. Storytelling is a gift people are born with. But like most talents, you ought to nurture it keeping the realm of entertainment and learning in mind. Industry experts are rediscovering and redefining the power of stories which would not only entertain but also educate the audience.

Traditionally, a story must include a hero, a heroine and a villain to mess up everything that comes its way. These three characters are enough to serve the purpose of the plot further. And then there is a creation of conflict – the part where our emotions and experiences play an important role to understand the story better and ultimately it ends with a solution. Today, in a business world, consumers need a compelling reason to buy your product and services. Tweaking what a traditional story plot looks like, the hero is the brand; the heroine is the consumer and the villain is the competitor. Sounds interesting. Isn’t it? Unlike Bollywood movies, this villain will try to compete with the hero. Not the prettiest opening to a story, right? But it is honest. But the hero is smart enough to win the trust of the heroine with his persona and promises over time.

Similarly, telling the story of your brand should be an ongoing process. Each day, a business shifts, grows and adds new experiences to its story and expressing the same contributes to the connection, trust and involvement of the consumers. Here are a few ways to perfect your brand story that aims towards drawing people in.

Figure out 4 W’s

It is important to establish context right off the bat. What is the purpose of the story? Why do you want to tell a story? Who is in the story? And what are you trying to achieve out of it? These parameters will help you understand the purpose of everything better. Set the scene for the audience so that they can be hooked to the end.

Telling the future of the business that would bring a social change has a more compelling component. People would be least interested in knowing what is already happening, but would be more anticipated to know what lies in the future. Also, it is to keep in mind that business storytelling in not about narrating fake, but making sure that the mission and vision are aligned with the future of the world. It is now time to communicate authenticity over spurious and unique over common.

Be Original

Originality is the key to gain the trust of the audience. Try avoiding over-the-top tales. An original, unique and genuine narrative is more likely to connect with the audiences. Your business story doesn’t have to be elaborative rather have an earth-shattering history. Sounds Bollywood? But that’s the shred of truth.

Be transparent with your audience to celebrate the uniqueness and acknowledgement of your brand. Always remember that things are not always easy by showing your challenges and failures.

You may have to an ‘open book’ approach to communicating your brand by explaining your audience how things have made and done. Use bits and pieces to create an interesting story.

Moral of the story

Leave your audience with something in the end. Its mandate to have a moral at the end of any story, be it personal or professional. Great business stories sell emotion and personal value and not just rational. Because of emotion matters. The audience must wonder how it can make their life better? Your brand’s story should provide hope, provoke thought and make your audience bring some action in their lives.

“Storytelling is where we share what we’ve discovered; all of us have discovered a little secret about life.”?Michael Cotter, storyteller. Your business story should give them about what best they could do in this life. The moral of the story spark confidence in the brand’s offerings and its values. This will be the best way to touch their heart and mind.?

A story makes us think better. A story persuades us. A Story makes us stick to our ideas. A story inspires us. When there is so much a story can do then why not include it in our presentations, meetings and conversations. So, next time don’t forget to elevate your message with an inspiring, engaging and memorable story.

Write-in to tell us which story has inspired you the most?

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