Storytelling for Business: The Best Techniques To Boost Your Content Marketing

22
NOVEMBER 2016

Since the invention of both the DVR for the TV and the ad blocker for the PC, marketing and advertising personnel have had to come up with new and interesting ways to reach consumers. One of those ways is through storytelling for business.

A brand story, your brand story, includes how your company got started, why it was started, how your product or service improves the lives of both customers and employees, and includes every aspect of your company. This means that everything from the employees you hire, to the font and color scheme you choose for your website, every component of your business manifests itself into the brand story.

Facets of storytelling for business 

While many believe that they can simply come up with a story and tell it, they are wrong. There are several features that are a part of storytelling for business in order for it to be a successful part of your business plan.

  • Honesty. Billy Joel wrote an entire song about how nobody tells the truth. When it comes to storytelling, be genuine to your brand, your products, and your industry. Otherwise, consumers will see through your story and that can lead to confusion. Confusion causes customers to look for brands that always fulfill their promises.
  • It’s telling. A brand story should have a beginning that introduces your characters, the setting, and the problem, a middle, and an end. Your brand story should have every aspect of a block-buster movie. It needs a moral, a narrator, a protagonist and an antagonist. Consumers need to be able to relate to some or all parts of it so that they remember and retell it because they believe it is worthy of being retold.
  • Humanize it. Not only should consumers be able to relate to your brand story, they should also feel as if they are a part of it. Another important aspect of storytelling for business is finding a way to have customers tell how your product affects their lives, including the benefits from using it as well as how and why your product stands out from your competitors. Clients should be encouraged to share their experiences with your merchandise. Not only does this improve business, it allows those that use your wares to feel as if they are part of a community.
  • Keep it going. Do not tell the whole story all at once. Break it up and use social media teasers to keep people wanting more and anticipating what is next. Just do not wait too long as attention spans wander.
  • Brand standards. Be sure that there are similarities and connections between all marketing elements so that regardless of where your brand is encountered, it is recognizable. These standards should certainly be a part of storytelling for business so that not only the story is remembered, but who told it.

As if storytelling for business was not cumbersome enough, you need to also remain aware of how emotions affect marketing. The four main feelings, happy, sad, fear, and anger cause different reactions to the stories being told. Be sure you are gauging the right reaction.

  • Entertaining stories are the ones that are most shared on social media because when one is cheerful, he or she wants those around them to feel the same way.
  • Sad stories, like those about sick children or abused animals have been shown in scientific studies to cause the brain to release oxytocin. This hormone causes people to become more giving and hopeful. Therefore, people are more likely to believe what they are told. Melancholy stories can lead consumers to be more trusting and therefore build brand loyalty.
  • When it comes to storytelling, angst is used because science shows that humans need to share this feeling with whomever or whatever is around. If there are no other people around, the products in the vicinity will do.
  • Like happiness, negativity or annoyance can cause people to share more on social media. However, the reasons are different. When people share out of anger, it is because they have strong feelings on the topic, not because they want others to be angry. The sharer wants to feel justified in their feelings.

If you need help writing your brand story or are unsure as to how storytelling for business can help your company, you may want to call a consultant. Iris Content is available to help with this and all of your content needs.

Annie Ianko

Content Happiness Advisor

Annie has 18 years’ experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.

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