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The Storytelling Movement In Marketing

The Storytelling Movement In Marketing

As a child, some of my favorite nights were sleepovers with my cousins. We’d play outside until exhaustion set in. After cleaning up and brushing our teeth, another nightly ritual would begin storytime. We’d crawl under the covers, snuggle up with our glowworms, and listen intently while a book was read aloud.

Listening to a good story was one of the best parts of growing up. There were excitement, adventure, mystery, and heroes.

Now, modern businesses are capitalizing on the enchantment of this common childhood tradition by jumping feet-first into the storytelling movement in marketing.

Who’s Who In Marketing Storytelling

More businesses are harnessing their customers by telling a stronger story. Here are a few examples of what it looks like:

  • Draper James was founded by Reese Witherspoon. The brand tells a story of her origins in the South and her love of Southern living. If you’re a Southerner, I can almost guarantee you’ll resonate with the story this brand tells throughout the Draper James website.
  • Fortified Bicycle was founded by a group of friends after their friend was killed in a bike accident while riding home at night after his lights were stolen. Their story is personal but relatable because as the website notes, 1 in 3 city bicyclists have had their bike light stolen and 80% of cyclists forget their lights at home.
  • The preserve is another celebrity company highlighting artisans and creators. Founder Blake Lively uses her business to tell the stories of compelling entrepreneurs. But she takes it a step further. She lets you “shop the story” making it so you don’t buy products, but by the people behind the products.

How to Tell a Stronger Story With Your Marketing

The Storytelling Movement In Marketing

These brands tell unique stories. Each one is personable, relatable, and inspiring. The list of brands that are using storytelling to grow sales revenues continues to grow.

To tap into this strong copywriting approach, here are three elements you must infuse into every story you tell.

1. Grab your audience’s attention.

Every audience is unique. What lights a fire in your audience’s belly? Is it a connection to hometown roots, fear, or inspiration from up-and-coming entrepreneurs?

Getting to know your audience is the only way to understand what aspects of your story will resonate.

Every business and person has different stories to tell. Reese Witherspoon is best known for her acting, but she didn’t use that angle when telling the story of Draper James. She knew that the people who wanted the products she features would resonate more with the Southern charm and lifestyle. She went back to her roots because her customers wanted to go back to their Southern roots. When she infused this storyline into her copy, she captured the attention of the specific audience she sells to.

2. Be interesting.

Attention is fleeting. To keep the focus and make your audience fall in love with your brand, you must be interesting.

Spark interest by infusing personality into your copywriting and content. The Fortified Bicycle company caught the attention with the sad, yet compelling story of their friend’s death. They kept the attention by showing their background as MIT students and how they used their education to create something that could save people’s lives. As their website says, “Fortified was founded by MIT bike geeks who love building and love biking.” The founders’ background makes the brand more interesting.

3. Sell something irresistible.

Every good story comes to an end. That end for your customers is the product or service you’re selling. Turn interested people into loyal fans by following through and delivering something exceptional.

In the end, your story will have turned heads and hearts, transforming a ho-hum audience into loyal brand fanatics.

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