What does it mean in the marketing sense to tell your prospects story, i.e, what is "storytelling" in the professional marketing sense?
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Sahar A
Out/Inbound Marketing Consultant/ Cultural Diversity Coach/ Speaker- Motivational Speaker
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Hello Terri:
The stories engage the listener, and they are passed from one listener to the other, it is easier to convey a message through storytelling and easier to understand. Marketers and PR people have to be very creative if they want to be successful so they resort to storytelling to make their points. But it is very important to know how and to what extent to mix the stories with the actual marketing or PR message that they need to clarify. Stories run on emotions and connect on a feelings level, crafting building better relationships and connections between marketers and their clients. Clients are humans I always believed that business relationships have to have a personal touch for it be solidified.
Marketers using stories in their marketing pitch, have to be distinctive and creative to be unique in the mind of the clients so when they are ready to take a decision they remember these marketers rather than someone else.
Our feelings and emotions influence our decisions as well as our clients’ decision so if we touched that in them, we become memorable as marketers. Of course our products/ services have to be comparable in price/ quality to the competition or even better.
Before approaching any clients we as marketers research and study them well to pitch the right message to them and that includes tailoring our storytelling as well to match their history, attitudes and needs. So when our product/ services are mentioned they trigger the emotions they felt about our story (Hopefully we triggered good reaction). The stories always have to match the product/service brand, vision, concept so the clients can believe in us and our products/ services and share it with others (Word Of Mouth). The stories have to be genuine, personal and authentic so they can strike a good response and connect with the listeners. All human beings want to feel good about themselves and what they do so if marketers cater to that while creating their stories they will properly humanize their brand and succeed in their marketing message. If clients like the marketers’ stories they will like their message and they will be predisposed to like/ buy their products/ services
Cheers,
Sahar Andrade
I'd say it means wrapping your marketing message in anecdotal context that resonates with the recipient.
Currently reading Craig Wortmann's 'What's Your Story' and it does a good job of explaining the use of stories in marketing
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Shabeena A
Sr. Account Executive at Ogilvy Health
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Storytelling is the art of weaving a compelling brand proposition to an emotional and rational connect using interesting conversations.
For example the latest Vodafone Ads in India, create a story around the service offering, which makes it interesting, creating lasting impressions.
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Peter K
Sustainable marketing for people, planet, and prosperity: Consulting, writing, training
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Terri,
Storytelling in marketing means sharing your customer's story about how the use of your product or service solved their problem and changed their life. It's not about you or how awesome your offering is, it's about how your customer uses it and how it fits into the context of her life. Forget about you, forget about brand, forget about your offering, focus squarely on the customer as a human being.
I use this simple structure, which I adopted from the nonprofit fundraising context: situation before contact with you, what you/your offering did, situation after. In the least, you must have a protagonist-character (requires knowing your customer), a conflict-challenge (requires understanding your customer's needs), and an emotional hook (requires empathy getting beyond the features of your offering).
See the link below for additional tips. I also recommend the book "Made to Stick" by brothers Heath.
Have fun storytelling!
Peter
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Charley M
Executive Director, CCCN
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You slam them you use negative ads...not you but a wide range of senseless useless people (fake) to do this.. that way you get the max exposure
storytelling?
Its called LYING
