The power of a compelling marketing story
People love stories. We’ve been telling them to each other since the dawn of time. Stories are fundamental to how we communicate and create relationships with each other.
Our brains are hardwired to respond to a good tale. We actually process and retain more information if it’s told in the form of a story.
What does storytelling have to do with marketing?
One of the easiest ways for a business to make its marketing more engaging is to deliver it in story form.
Tell the right story, and it will emotionally resonate with your clients. They’ll identify with your brand and what you’re trying to do.
For example, a real estate agent could simply offer a four-bedroom home for sale … or tell this story:
Tony and Lisa bought this beautiful home because it had enough space for them, their children, two cavoodles and Mitzi the cat. They loved this home and the neighbourhood and are sad to leave it behind – but the kids are grown, and Tony’s struggling with the stairs.
Now it’s your turn to start your life in this beautiful family home and fill it with your own wonderful memories.
This human connection is a great way to stand out against faceless rivals.
How to craft the right story
Creating a compelling story is all about explaining what makes your business special. This could be anything from your back story to your purpose and values.
For example, a credit repair agency owner could share their own struggles with an undeserved poor credit score and how that motivated them to start a credit repair agency.
At the core of any good marketing story should be a message your clients will appreciate and want to share. So make sure it’s emotional, genuine and simple.
For example, a lender could present a dry list of facts:
We gave a home loan to a client who’d already been turned down by three other lenders.
Or write an emotional story:
Sam had big ideas – his first app was already earning him an income and he was weeks away from quitting his job and going it alone.
But Sam needed more space; he couldn’t keep running a business from his studio apartment.
Sam had his heart set on a two-bedroom apartment – one room for his office and another for his bed.
Unfortunately, Sam had invested so much money in his app, he hadn’t saved a full 20% deposit yet. And by focusing on his app, Sam had on occasion forgotten to pay a bill.
Sam knocked on several lenders’ doors but they all turned him down.
About to give up on his dream, Sam saw our ad and reached out to us. We welcomed Sam with open arms and gave him the finance he needed.
Now Sam’s working on his second app, from his office in his new apartment.
How to use your story
You can choose to create a single story and weave it through all your marketing content.
For example, a buyer’s agent could tell the story of Average Joe, who is fictional but typifies their average client. Average Joe bought his first property five years ago and now buys a new investment property every five years. Readers can share in Average Joe’s emotions as he comments on the changes in the property market, his uncertainty of where to buy and how he’s come to trust his buyer’s agent. Every newsletter could include an update about Average Joe.
Or you can use a series of stories to highlight different aspects of your business.
For example, an accountant could include a story about how they helped one of their small business owners in every newsletter.