Why Telling Your Story Might Be Your Most Powerful Marketing Tool
In this article, we will present arguments why telling your story might be the most powerful marketing tool that you have. Unfortunately, this marketing tool is either not being used at all or is poorly executed, when it is used. When you can tell your story in a compelling way, however, it can result in higher conversion rates and a lasting connection with your ideal client.
Why We Need Story
Consider the world we live in right now:
People see 4 to 5 thousand ads each day.
Our attention spans are dwindling.
84% of millenials don't trust traditional advertisements.
Consumers don't like to be told what to buy and what to think.
Unfortunately, we live in an era where it is difficult to stand out as a business. We have all trained ourselves to ignore ads and not trust typical promotions. The power of story is that it can stand out in a sea of typical advertisements.
Three Reasons Why Story it the best form of communication
People make decisions based on emotion
We like to think of ourselves as rational human beings who make decisions based upon logic, but research shows us that most of us make decisions on emotion and we use rationalalization afterwards to support our decision. Think of a great movie you have seen that touched you emotionally. Chances are you found yourself either strongly rooting for or rooting against certain characters in the story. The same thing can happen for a well produced version of your story. Your goal should be to tell your story in such an emotionally engaging way that people have a strong desire to do business with you.
2. Story Has The Power To Transport Us To Another World
When we are immersed in a good movie or book, our imagination has the power to virtually transport us into that world. The more immersed we become the more we identify with the experiences of those characters.
In a similar way, telling your story in a powerful way can offer your viewers an opportunity to envision how their problems or pains could be solved by your product or service.
3. Story Let's Us Be A Witness
We don't like being told what to do, how to think, how to feel. Rather than directing our behavior, story lets us witness the experience of somebody else, and in being transported into the world of that story, we have the opportunity to come to our own thoughts, beliefs and conclusions. When we are able to come to our own conclusions through story, we own those ideas. As humans we love ownership. When it's our own idea, it'll go much deeper and stay around much longer. Given the skepticism that most people have about advertisements, letting the viewer be a witness is an important reason for to consider story as an important tool in your marketing toolbox.
The Art and Science of Storytelling
Unfortunately, just telling a story is not enough. I think we have all had to suffer through hearing stories that were boring and forgettable. If you want to tell your story, you should trust it in the hands of people who are gifted in the art and science of storytelling.
As an art, storytelling has been around for thousands of years. The mythologist Joseph Campbell discovered that certain types of story structures are universal across all cultures. When we hear or watch a story that follows one of these structures, we naturally resonate with that story. A good storyteller is knowledgeable about these structures and creates stories that just naturally will resonate with a viewer.
As a science, neurologists have studied the brain activity of people exposed to Super Bowl commercials and other types of stories. They have discovered that there are certain attributes of a story that will increase the likelihood for people making purchase decisions or volunteering their email address. A good storyteller keeps those factors in mind when crafting a story.
If you have an interest in telling your story, call us for a no cost, no obligation Discovery meeting. As practitioners in the art and science of storytelling, we would love the opportunity to tell your story in a way that will help you prosper.