#STORYTELLING MARKETING HOW TO#

The use of stories increased the brand recall levels for Capital One by 16%.

Personal stories and gossip make up about 65% of our conversations.

But when they hear a story, they remember 65% to 70%.

People retain only 5% to 10% of information that consists of statistics alone.

Facts are 22 times more likely to be remembered if they are part of a story.

Storytelling makes your brand and marketing content more memorable.

You’ve probably know, innately, that stories are compelling - the more personal, the better.īut in case you need further convincing, here are some stunning statistics that explain just how important storytelling in marketing is: I’m not just saying you should tell stories because I’m a copywriter who gets paid to write them. 12 Incredible Statistics on Why Storytelling Is Important A great marketing story will always loop the lesson back to your business - what you’ve learned as an entrepreneur, what makes your product or service different, and how it can help your client or customer. Just make sure the story you tell is relevant to your audience. Sometimes the shortest stories have the greatest impact. Your story doesn’t have to be long, complicated, or tied up with a bow.

Falling action (dissipating the tension).

Whatever type of story you tell, make sure it follows a narrative that takes your audience from beginning to end.

Share someone else’s experience: To establish credibility, you can share a testimonial, interview, or anecdote from a client, customer, employee, or other relevant person.

Tell a personal anecdote: To really engage your audience, you can recount a memory of something that actually happened to you.

Create a fictional story: Like I did above, you can concoct a realistic scenario that your audience can picture and empathize with.There are essentially three different ways to tell a great story in your marketing copy:

#STORYTELLING MARKETING HOW TO#

What’s more engaging: a math equation or a word problem? A scientific fact or Osmosis Jones? A dictionary definition of “grief” or a heartfelt eulogy from a husband’s widow?Įach of us is bursting with stories, but we don’t always know how to pull them out of ourselves in a way that fosters empathy and creates true understanding with our audience.Ĩ Ways to Show Empathy in Your Marketing Copy (+ Why) Stories are powerful because they take abstract concepts and make them concrete. The result is an introduction that’s much more memorable than, say, “I’m about to tell you why storytelling in marketing is so important.” I added specific details to make the story believable, and I added conflict to make it emotional. I started this article by creating a hypothetical situation - a story - in which you were the main character. Want a real-life example of storytelling in marketing? See the previous section. This is why storytelling in marketing is so important: it grabs attention, creates connection, and drives revenue to your business. Maybe because you didn’t tell a compelling story that connected with her emotionally. You were so excited to launch your new offer and watch the clicks - and sales - start pouring in. You put so much time into that marketing email. Before leaving for work, she sits down for a quick bowl of Kashi cereal and opens her Gmail app - and there, smack in the middle of a dozen new emails, is one from you. She checks Instagram, goes to the bathroom, and starts getting ready as a news podcast plays on her Sonos speaker. Imagine it’s 7am, and your ideal client is just waking up.

Storytelling marketing