How to Use Storytelling in Marketing
Best Practices for Using Storytelling in Marketing
We have all heard our fair share of four year olds yammering about the “mountain” that they climbed at the park that turned out to be nothing more than a small hill, or the old man and his tale of the enormous fish that he caught on the bay that hot summer day. Though these are obvious embellishments of true reality we still envisioned the small child hiking up the side of a great mountain in our minds or heard the struggles of the man as he wrestled the huge fish on his line.
Great storytelling is a gift—a gift that, if used properly, can propel your nonprofit to unimaginable heights. It simply takes imagination, creativity, and vision to bring your thoughts into the senses of your audience. If you can get someone to feel something, envision something, and connect with the story you are telling, then you have already developed a relationship with that person in their mind, whether they realize it or not.
Features of a Good Story
Good stories are the ones that we remember because they are organized, believable, relatable and entertaining. Every story must feature a character, one that your audience can relate to. Conflict and resolution in a story elicit feelings and emotions allow things to feel real. Without a natural flow of events things will only confuse the audience, despite how impactful your setting may be. But the question remains, how do you know what kind of story to tell in the first place?
It goes without saying that you need to know your audience before telling a story. But what is your message? What kind of story are you trying to tell? How do you plan to deliver that story? Will you write it, speak it or create a visualization of the story to be told? What do you want your audience to do after reading, hearing or viewing your story?
Storytelling can come in many different forms and elicit responses in so many different senses. From developing a magical world in their imagination to making them feel a certain sense of nostalgia that they haven't experienced in years. Every person has a story but the art of delivery can make it truly transformative.
Tips to Telling a Good Story
The narrative is a large proponent of every story ever told. The narrative shares the details of the events. Those very details can however easily get lost in translation if your story is not attention grabbing. Finding a way to hold attention from the beginning of the story through to the end can be an exceptionally difficult skill to master. Building a connection and relationship in the mind of the listener will allow them to use their imagination to become a part of your story themselves. If they can relate and see themselves in the story or make a real world connection they are more likely to hold focus until the end. Simplifying complex messages and solidifying thoughts for an audience through storytelling also allows a sense of familiarity and connection with your brand or company.
Nonprofits in particular can use storytelling as a tremendous resource to inspire and motivate others to believe in their cause. Using the proper means of storytelling can spread your message through avenues that you may have never thought possible. Humanizing yourself and your message is important for any nonprofit and allows you to be seen and heard as more than just an organizational entity. Sharing the story of your cause can create a call to action for your audience that can impact significantly more lives.
Share your story with power and knowledge that you have thoroughly thought through the storytelling process and are prepared to make a change in the world while creating a sense of connection that is otherwise unobtainable without the art of storytelling.
Do you need help using storytelling to market your brand? Schedule a call today to find out how we can help you promote your brand and achieve your objectives. Learn more about our marketing services.