Story in marketing is seeing a resurgence in the online marketing space.
Why does it work?
Because we are hard-wired for it. Our brain helps us make senses of random every-day things and events by attaching it to a narrative. We attach meaning because it’s how we make sense of the world.
Snagging the last ticket on a sold out flight becomes a story about how we were meant to be at that family reunion.
Finding a long lost ring in a coat pocket is interpreted as a good omen for the future.
Getting passed over for a promotion means there’s a better opportunity coming your way.
Using story to sell allows the marketer to make the customer the hero. It allows me as a client (or potential client) try out the narrative in my own life to see if it’s a fit.
Donald Miller of Story Brand says that storytellers have been “hi-jacking” our brains for centuries. They’ve helped us what we want to see in ourselves.
Using story also works because when done well, it’s inspires action when others invoke fear.
It appeals to the best parts of who we want to be rather than selling shame or sowing doubt.
It feels better.
I’ve been writing copy for several years now and many times that’s included telling a story. I’m now convinced that it’s no longer an option. It’s the way to reach those who are looking for answers.
I’d love to help you tell your story.
Next up – how to tell an EPIC story.