“When you wrap your product in a story, you are not selling it anymore. You are gifting it to people who are paying for the experience that they expect from it.”
Why does a movie have a trailer? Why does a product have an advertisement? Why will you continue reading this post? The answer is narrative. A narrative, in other words, a story, is a process of sharing information, mostly facts, to create an interest or an urgency among the people. It is a make-believe process that people usually buy into.
Storytelling has been a part of marketing for decades and has only evolved with time from billboards to the internet. If you look around yourself you can notice that you are surrounded by stories not just in the form of people but advertisements as well. This is because storytelling is the most powerful tool in the world. It has what ended civilizations to create new ones, it is what makes you believe in things you wouldn’t otherwise.
Brands like Nike, Apple, Walmart, Johnson & Johnson are the most successful brands of their respective fields because they have been telling stories that resonate with the peoples for years now. For example, Nike’s very first commercial came in 1988 where an 80-year-old man named, Walt Stack, was seen running on the Golden Gate Bridge wearing only shorts and Nike’s shoes. In that advertisement, he spoke about how he runs every morning irrespective of the weather conditions. This reflected a “Just do it” that Nike has been using as a narrative to bring in more customers and keep the existing ones till now and it has been working still great. Why? Because it made me believe.
The benefits of storytelling are the mirror image of the quality of the product you are packaging it with. It is what you create a market around where you call to sell it to your customers. So, to become a successful entrepreneur, you must tell your story right.
Some of you might have this question despite everything that has been explained above. And that’s okay. As if you are an entrepreneur, you need to have much knowledge in it before you start investing in it. For that reason, here are some of the explanations marked by experts in psychology and marketing alike.
This was said by Roger Schank who is a renowned artificial intelligence scientist. He stated that stories have cues in them for the audience that triggers both an awareness and emotional connection/understanding. When we hear a story, we immediately tend to connect with any information in it that we may have experienced. Such narratives help the audience in relating with what the brand is offering to them and that increases sales.
When we hear a story we get access to a lot of things such as learning about history, cultures, religions, icons, and heroes of the past, and even facts. It helps in people relating with the familiar and underlying themes told through a story. As a result, it unites people across the places and builds its appeal through the collective shared relatable pieces of information in it.
When you tell a story in marketing, it helps the people learn more about the product you are selling. Things such as the inherent benefits that your products offer are needed to be detailed otherwise, the audience will only have the abstract details of the product you are selling. So, the more clarity you share through your stories, the more likely you are going to make the sale.
To tell a story in marketing or anywhere, you need to first understand that storytelling isn’t a process, method, or technique that you can apply anytime. Storytelling is a form of art that requires vision, creativity, skill, and patience. And yes, patience and creativity don’t come easy and that’s why sometimes to tell a masterful story, you need to go through some failed one’s. Nevertheless, here are some of the key points you should remember while crafting a story for your product.
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A lone wolf by definition, a writer by heart, and a lost star with ambitions to light up the dark both inside and around me, sometimes by immersing myself into books or video games or traveling with a backpack to an uncertain destination believing that life is all about the choices we make and we don't.