Story marketing: Why it works and why you should try it

FADE IN:

INTERIOR/DAY: A crowded office

(Actually, there are only two people in the roomy space, but it feels “crowded” to them.)

They TYPE on their notebook keyboards.

Looking up from his task at hand, RICK (50ish) stares down JEFF (50ish-er, beard).

RICK
You know what? You should post something on the blog.

JEFF
(not looking up)
Sure. After the 32 things I have to do next…

RICK
No, really, you should post something on the blog – I’ve got a
thread going about “stories” in marketing. Right up your alley.

JEFF
(stops TYPING/looks at Rick)
C’mon, you know I’m super busy with -

RICK
Like I’m not – and I still blog… Go on, post something, will you?

JEFF
Fine.

RICK
Okay, fine.

JEFF
Fine.

They resume TYPING on their keyboards.

FADE OUT:

Hi, everyone – Jeff here.

I could have just begun this post by writing something like:
“…Rick asked me to post to the blog, so here I am.”

But, which method gave you more info?

Which held your interest more?

Chances are, even if you did not particularly enjoy the quick little scene above, you paid attention to it – if for no other reason than it was different from a typical, declarative statement.

The same holds true in marketing communications: a story-based communication method trumps standard announcement, declarative methods. Certainly I’m not advocating that you change your communications into screenplay format; but I do suggest that you start to work storytelling (in narrative form) into your marketing mix. Why?

Why you should try story marketing

Stories can help you reach more of your audience and motivate them to buy. A story-based communication or campaign sequence can increase email opens, click-through rates, opt-ins and conversions – and drive more leads into sales – by using stories that are truly interesting and useful to your readers, subscribers and customers – and turning those stories into powerful email marketing campaigns and site-based communications that produce above average results.

(BTW, If you missed Rick’s two recent posts/videos on using stories to effectively “break through the marketing noise” and get your message through to your audience, go here to catch up, or to review the videos again – it’s good stuff).

Why story marketing works

At any given time, a large percentage of the marketplace is in a “tuned out” state.

This explains why simply turning up the “marketing volume” typically provides diminishing returns; i.e., “yelling” louder in your communications and becoming more assertive only serves to cause people to tune out even further, increasing their “sales resistance”.

But, a story-based approach avoids triggering people’s resistance and self-defense mechanisms associated with more traditional email marketing, advertising and selling.

In fact, it leverages peoples’ natural interests and gains their attention and involvement, so it can enable you to reach that portion of the market that is tuning you out today.

Now, I’m not claiming that we are the only marketers to have figured out how powerful storytelling can be when properly applied – here’s an excerpt from Amazon.com regarding Seth Godin’s book “All Marketers Are Liars“, an interesting and entertaining work by one of today’s foremost thought leaders and authors in advanced marketing:

–
“After having fun with his opening salvo (“I have no intention of telling you the truth”) and beating the death out of his sarcastic, tongue-in-cheek point that marketers always lie, Godin makes a strong case that telling stories is your best bet to breaking through the clutter.” – Amazon.com
–

So, don’t just take my word for it. Why should you try mixing-in stories into your marketing motion? Because they work, that’s why.

And, for those of you interested in getting some specific, step-by-step, how-to info for constructing story-based campaigns, AND examples, templates and go-bys, too, check this out.

For those of you who would rather be doing (almost) anything rather than composing a story-based campaign, but still would like to experience increased sales conversions for your online business, go check out the Professional Services page on our site to learn the various ways we can do the work for you (if that’s not too much trouble)…