The power of a compelling story can’t be denied. Great stories draw you in and provide a sense of human, emotional connection to a product or service. In 2022, storytelling could be the one tool that helps you stand out in an ever-crowded online marketplace. But how?
Think about when you last went to the beach. You felt the warm sun on your SPF-covered skin. Your eyes settled lazily on the golden rise and fall of the even lazier waves. You were reading a blog post written by 3PM and you couldn’t be happier.
Now think about this: you’re reading a 3PM blog post and it makes you happy.
Which of these two descriptions are more engaging? 🏖️
Rather than using facts, figures, features and specifications to communicate why their products are so good, the best brands use stories. Stories take you to another place – a place where you can see, feel, hear and practically touch the scene [along with the product or service it’s describing].
What is storytelling in content marketing?
Storytelling in business is the act of using fictious or factual narrative, character and plot to convey a message about the subject you’re describing. Storytelling is often described as an art because it requires creativity, skill and vision.
Storytelling is as old as time because it’s effective. Stories create a sense of community – whether their initial purpose is to brag, to educate or to entertain. Creating a story around your brand, product or service in 2022 is one of the best ways to solidify and simplify messages and ideas so that customers just ‘get it’.
“And do you know what is the most-often missing ingredient in a sales message? It’s the sales message that doesn’t tell an interesting story. Storytelling – good storytelling – is a vital component of a marketing campaign.”
– Gary Halbert, Copywriter
What brands use storytelling?
Stories are almost like a universal language that can inspire, motivate and bring people and brands together. So, what brands are doing it well?
Apple is notorious for using stories as part of their overall marketing strategy. Rather than purely listing bullet points of product specifications, they bolster their advertising with stories about how their products benefit the end user. When you buy a product from Apple, you’re buying into a story about what kind of person you’ll be when you use it.
Nike has been leveraging the power of storytelling for decades. In 1999, they released a one minute advertisement that commemorated Michael Jordan’s career. There’s no mention of Nike whatsoever until the last few seconds when the Nike tick appears. They understood, even back then, the true power of a great story to leave a lasting impression.
Refinery29’s No Apologies partnership with Getty Images created a brand new narrative around how women are depicted in advertising and raised conversations about challenging biased stereotypes. In this innovative campaign, they promoted images using creative storytelling as a super effective sales tool.
Can storytelling really get you more sales in 2022?
Whether you hit up your favourite digital marketing agency and their talented team of copywriters to help you, or you give it a go yourself, effective brand storytelling could be your next sales superpower.
The benefits of storytelling include:
- It helps convey the purpose and vision of your brand, product or service.
- It’s a more human, authentic approach that audiences can relate to.
- It gives you a competitive advantage – especially with comparable products.
- It’s engaging. Storytelling grabs and holds people’s attention and can enhance understanding.
- Stories are memorable.
What’s your story?
Do your customers know how you came up with the product or service you offer? Do you take them on a narrative journey in every social media post? How could you use a beginning, middle and end with conflict resolution to add a slice of meaning and purpose to your content marketing?
Whatever your story is, customers in 2022 are waiting to hear it. If you want to stand out and get more sales than ever, your creativity could just be the tool you need.
Get in touch with 3 Phase Marketing today and discover how storytelling can give your brand the leg up it needs.
