TLDR: Because Nobody Likes a Desperate Sales Pitch on Repeat.
Picture this: a desperate marketer chasing you down the street, waving a flashy sign and screaming, “BUY OUR PRODUCT! WE’RE THE BEST!” Can’t you just picture the crowds scattering as if Godzilla were approaching? Yeah, I’d run, too.
It’s time to ditch the pitch and embrace the art of storytelling, because it’s critically important in marketing today.
Let’s pretend we’re buying a new car. Why buy from one car dealership over another? Typically we would look around for who has the best price, because cars are basically a commodity that is the same wherever you go. But…what if you had a friend who worked at a dealership? A friend you trusted? Would you bother shopping around? Probably not, because you like and trust your friend. Likability and trust are what build loyalty and memorability. We need to become so much more than just a business that sells stuff. That happens through storytelling.
Storytelling Builds Brand Authenticity
In a world of businesses that only show their perfectly curated image, humanizing is a superpower. The best way to humanize is by telling the stories of the humans who work in the business, and the people they serve.
When distrust of businesses is at an all-time high, you can beat the competition by simply telling humanized stories. In the eyes of your prospects, storytelling turns your business from a cold, profit-seeking machine into the collection of amazing human beings it really is. Real, likable people who work hard to solve your prospects’ problems. That’s how you overcome distrust.
Storytelling Builds Emotional Connections in Marketing
Forget the bloated pitch full of marketing speak, because who wants to be sold at today? Storytelling in marketing allows you to tap into emotions, creating a genuine bond with your audience. It’s like going from a pushy salesperson to a trusted friend who knows exactly how to cheer you up after that loser dumps you. You never forget that friend, and you tell others how great they are.
Storytelling Builds Differentiation and Memorability (and the Most Memorable One Wins!)
When it takes so many touchpoints to even get noticed, we’re not marketing effectively. What gets you noticed is acting differently from the competition. So when your competition is still relying on selling, we must be the ones focused on telling.
Storytelling is the number one way to stand out, build trust, and become more memorable, but businesses largely haven’t caught on. Be the one who steps out of the perfectly polished marketing box to do things differently. Because marketing like everyone else really doesn’t accomplish much, does it?
Read this next! What is a Brand Story Mosaic
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