“Marketing is no longer about the stuff you make, but about the stories you tell,” said entrepreneur and marketing guru Seth Godin.
A great story is true. Not necessarily because it is factual, but because it is consistent and authentic. Consumers are too good at sniffing out inconsistencies for a marketer to get away with a story that is just slapped on.
Storytelling has become a skill that entrepreneurs can no longer ignore because of its ability to transform how a brand is perceived by potential customers.
A brand that is able to tell a great story is more trusted and favored than a brand that doesn’t.
Today, brands cannot afford to be boring and overbearing with the promotion of their products. It turns a lot of consumers off; especially Millennials because they have gained the ability to filter out content that doesn’t benefit or entertain them.
Businesses needed to learn how to integrate storytelling into their marketing and communication efforts to make their brands seem more appealing.
Your brand needs to tell a story.
Brand storytelling is the act of creating stories or content that represents a brand’s values and objectives to drive interest in its target audience.
There are many ways brands can tell their stories: blog posts, social media posts, videos, speaking events, podcasts, their “about us” page, presentations, etc. Storytelling can not only build relationships with potential customers, but can also strengthen connections between employees, fascinate strangers, and even increase sales.
Storytelling is the ultimate tool of persuasion. Brands, as well as individuals, who tell stories, emotional and genuine stories, connect with their customers and audiences far deeper and more meaningful ways than do their competitors.
You simply cannot persuade through logic alone.
Researchers have discovered that our brain are more active when we hear stories. Data satisfy the analytical part of our brains, but stories touch our hearts.
Selling is about a transference of emotions, not just the presentation of facts.
Storytelling is an effective tool in the transference of emotions.
Stories humanise business.