A good story, imparts knowledge whilst entertaining. We all know it, you remember a good story, which imparts lessons and advice. Which is the approach of storytelling marketing, to find stories that capture the attention of customers, and teach them something new.
Why it works, is that it is more sticky, memorable and more accessible. Not everyone all the time, want to sign to sign up to just hear facts, but we’ll listen or read a good story.
But telling a good story is just the first step, you still need to get it in front of prospects. And enough people to make a difference. Which is a common area where brands fall down. Creating or telling the story isn’t enough, distributing it is a must.
After that, fine tuning the story, based on feedback and data. Finding the areas which resonate, and simplifying those that don’t. In more technical businesses, the stories can be too technical or share too much detail, rather than sticking to the core points. Which is where data helps as a feedback loop.
It’s worth spending some time on the factors which drive ROI, good content, real people, good distribution and consumption. The final is very important, you need the eyeballs but also that customers consume the content. If they don’t, then they don’t get the value imparted.
Effective storytelling helps in enhancing differentiation too, to help highlight the salient factors which make your offering unique and worth buying. It’s that opportunity to share more and educate on why these points of difference are important.