Since the origins of man, stories have been at the heart of our culture and the very essence of what it means to be human. Storytelling has been a way of recording our history, sharing learning, stirring emotions or just passing the time of day.
The stories we hear and the ones we choose to pass on to others develop the people we are and the relationships we have, and so it should come as no surprise that good storytelling plays such a central part in effective marketing.
If you are yet to be convinced of the link, think of the last TV advert you watched. Even within a 30-second snapshot, nearly every advert will have a form of narrative, whether that’s as simple as the idea of demonstrating a need and providing a solution, or all the way through to some of the emotional rollercoasters that have become the all-time greats of TV advertising.
Remember the grand reveal of JR Hartley searching for his book on fly fishing with the help of the Yellow Pages? Or the romantic tale of Tony and Sharon, the couple who captured the hearts of the nation in a slow-roasted romance over a steamy hot cup of Nescafé coffee?
But the value of great storytelling in marketing doesn’t need to be as overt as these memorable examples. Even in the simplest of sales pitches, getting your story across in a clear, easy-to-understand way that engages your audience is the best way to see that message passed on again and again.
As a business, your story might be all about great service, high quality or low prices. It might be about unique experience, historic pedigree or new innovation. Whatever it is, the power of storytelling will help you to present your business with true Hollywood polish.
Think of any of the world’s top brands and you are likely to be able to encapsulate their story in just a few words. This is no accident. Millions of pounds is spent year after year, establishing, reaffirming and sometimes refining the way we understand these huge organisations in a way that makes us feel familiar with them and comfortable in the way we engage with them.
Every word, every image and every design decision all play their part in communicating the essential elements of a story – the characters, the locations, the motivations, the challenges, the successes. So what is your story – and have people heard it?
To make sure the story of your business doesn’t get lost in complicated plot twists, place it in the hands of great storytellers.
KAT Marketing has been helping to write the stories for businesses and organisations across the East of England. To speak to our team of experts, call KAT on 01206 765544.