Storytelling is in the DNA of human, and we are all born storytellers. Primarily storytelling was word of mouth. With time, mediums have evolved, yet the core at its base! The thing about stories is that they touch our hearts and have a lasting impact on us. Remember how our grandparents would tell us tales of bygone mysteries and at times of glory, self-praise. After the advent of print, storytelling got competitive. The print was a great medium to disseminate stories, long stories or short stories, quick and fast. Bhagwat Geeta, Bible and other religious texts all tell us a tale. All are a variant of storytelling.
THE DIGITAL WORLD
The digital world is a highly impactful and powerful medium that touch the lives of a significant section of people. Whether it is just sharing a piece of information, creating hype about something or reaching and engaging customers, digital platforms have their own way of doing it and making the best out of everything. In order to create a deeper connection and build trust with customers, marketers are leaving no stone unturned because if the market and scope is big, the competition is even bigger.
Imagine if the most impactful medium amalgamates with the most popular medium, it will take marketing to the next level. Hence, amongst various techniques of Digital Marketing, the most effective medium that connects the customers to the brand is Storytelling. Talking about it as a medium to sell, the world is full of stories, and every brand has the story to tell. When stories are told in the right way, they are heard, and this creates magic. The digital platform is not only popular but it is the easiest, fastest and cheapest way of reaching the target audiences and spreading stories, content and information.
Over the years, Storytelling has become a successful tool for marketing, and it helps the
brand to sell dreams. Our mind responds better to stories than factual information; hence it is a crucial tool. Presently, brands are shelling out big bucks for content marketing and floating stories that will influence the customers buying decisions and share their perspective. There is an enormous flow of content on digital platforms, and on an average, a person encounters 100,000 digital words every day, yet more than 90% of people like this content in the form of stories. Brands like Coca-Cola, Google, IBM, Tesla, Huggies etc. have been successfully capitalising the art of storytelling to inform, educate and entertain their audiences. It may be a blog, an experience, a video or an ad, the scope of storytelling is enormous, and in the decade, it will emerge as the vital tool for marketing to create a connection with their ideal customers. It may not always be about selling and in fact, storytelling marketing is mostly a tool for creating a brand name and brand image. It is all about being connected to the customers and not just selling your products or services.
STORYTELLING AS A MARKETING TOOL
Taking the example of Dove, that has been using storytelling in a genius way. There was a very clever thought that was put behind, in order to an emotional quotient to a soap which otherwise holds no emotional value. Dove has always involved the concept of real people and showcasing their stories. With these stories, Dove redefined the meaning of beauty, whether it is the beauty of relationships or beautiful skin or just the feeling of being beautiful. Recently, Dove also involved men into their campaign called Men Care where they simply put across the story of a father in armed forces and how he wishes to see his kids and family. It had nothing to do with the soap but just shared a vision of “Dove Cares”. And it did work wonderfully for the brand.
But the question is, does the use of storytelling valid only for big brands or small budding businesses or start-ups can also leverage its benefits? The answer is super clear, it is for both, and it may not create overnight magic for your business, but if you skilfully use this tool, you could reach your audiences in a better and impactful way. A little knowledge of what to say, when, how and where to use and who to approach with this tool, along with some skills can help boost your business in many ways. One right story that you put across at the right time and on the right platform, might just be the kick start that your business needs. If this interests you, we are sharing some guidelines for which you might want to thank us later!
Though the use of storytelling in marketing isn’t new and needs no introduction, there’s a lot more to it that differentiates storytelling from a proper storytelling technique. Here’s how to go about it and expect some milestones in your business:
- The Subject
The core and first element of Storytelling are what you choose to share. It could be your journey, your experience, your struggles, customer experience or a vision. Fiction may be better than truth, but when you add a personal touch to your story, you build that emotional connection and trust with the customer. You may sell a product, but with a story, they would get to know you and your business better. These things help create a positive perception of your brand and this is indeed priceless!
- The Narration
Remember how we were told stories? Not like a drafted piece of document for sure. Whenever you are making use of storytelling in business, make sure to narrate it the way you usually talk and try not to be scripted. The primary goal of telling a story is to create a personal connection, and if you fail to narrate it correctly, the whole purpose will fail. Even when you are writing a blog, or creating a video, keep your language as real as possible. Not very informal but not strictly formal either. You may consider moulding your writing guidelines a bit in this case.
- Relatable & Relevant
Make sure whatever subject you are willing to narrate, should have either be relatable or relevant or both. If people can relate to your weaknesses, strengths, success, failures or any experience for that matter, it captivates their interest, and they will feel what you want to say. As for being relevant, if your story holds some relevance or value for your customers, they would want to hear from you. That’s your only chance to convince them.
- Keep It Real
Use real incidents, real people, real experiences and real images along with maximum possible details so that your story is believable. People can always tell the difference between an internet picture and a real one. Let there be flaws, let there be some imperfection coz perfection is often plastic, and people won’t be interested in that. After all, you are telling about yourself and your brand, not a movie.
- Keep It Interesting
While keeping it real and relevant don’t forget to keep it interesting. Like, have some positives, negatives, a little suspense that would want people to hear you till the end, some struggles and end the story on a positive note or with learning. Remember, there could be many ways of narrating the same story, but certain tweaks can either make it a hit from a miss.
Well, at the end of the day, stories should be persuasive and memorable or else they might just be forgotten easily. This era can rightly be termed as the era of storytelling where you can reach your audiences in a flash of a second and on the other hand, people understand the concept and appreciate the efforts. Just a little work from your end and you are all set to slay the digital world.