Why Storytelling Matters in Marketing

Most people don’t equate business success with storytelling. What often comes to mind is facts, figures, sales and solutions. The reality is that when it comes to marketing, your story is one of your most powerful keys to success.

Storytelling is a very powerful form of communication. Stories create connections. It may seem that today’s technology driven world would be less interested in story, but in reality, storytelling is more important now than ever. The sheer amount of information that consumers are bombarded with every minute of the day makes it more important, not to mention more difficult, to stand out from the pack. People have so many options today, what do you have that the other guy doesn’t?

Consumers today are savvy. They don’t buy into just any old hard sales pitch. They have become masters at tuning out and shutting down many traditional marketing tactics. This is why inbound marketing techniques, powered by engaging content, are becoming more and more popular with businesses. Taking that one step further and incorporating storytelling as a marketing tactic that reaches out to customers on an emotional level is how you will win their business.

Every business has a story to tell. More than one, in fact. Your brand story, how you got here, who you are, is one story. What are you passionate about? What about your employees? The next story is the customer’s story. What do they need or want? How can you help them? No other business will have the same story as you; your story gives you an edge.

People make their decisions based on emotions. If given a choice between two similar products or services, they will make their choice based on what resonates with them emotionally the most. Most people are not interested in facts and figures, they are interested in stories. Stories help people learn, they help them remember.

An authentic, compelling brand story creates interest and excitement. It creates loyalty and allies. People will root for your cause, will feel connected and a part of. When you use storytelling as a marketing tactic, you greatly increase your chances of building relationships with your customers.

So what is your story? How do you tell it? If you aren’t telling your story then you are missing out on the opportunity to connect with your audience and potential customers, who will move on to someone who does.

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