LAURA LYNN | 4 ways that storytelling will benefit your marketing campaign
Edmonton-based freelance graphic designer, writer, and illustrator. Also specializes in wayfinding and signage design, exhibit design, strategic planning consultations, and proposal writing.
Design, Edmonton, Graphic design, freelance, contract, copywriter, copywriting, copy writer, copy writing, writer, proposal writer, proposal, Alberta, Canada, Strategic Planning, Consultant, designer, graphic designer, way finding, wayfinding, signage, exhibit design, illustrator, illustration
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4 ways that storytelling will benefit your marketing campaign

According to Fast Company, Americans alone consume over 100,000 digital words every single day, and a whopping 92% of those surveyed say they want those words to tell stories.

Every company, no matter what they do, has interesting stories to tell that are relevant to their audiences. Here are 4 reasons why good storytelling works so well in marketing.

1. It allows you to show that your brand is a hero

Interactive social media has given us a new ability to portray brands as a protagonist in a much more powerful way, by showing rather than just telling—which means it’s far more likely to be absorbed and remembered.

This can be achieved metaphorically, like in a journey from A to B, or with something more in-depth that uses plot devices and a host of characters, like an adventure story. You can make your brand known as one that will deliver quality results above all its rivals, as a champion, an underdog, or both. Whatever way you choose to tell it, it should link your brand intrinsically to the story’s message.

For your brand to stand out, though, you’ll need to keep things simple. Don’t let it get lost or forgotten in an overly complicated story.

2. It conveys your company’s personality

Your brand’s personality is the human connection that your customers make to your brand identity and how they relate to it. While your identity includes your visuals (logos, colours, fonts, etc.), it is also conveyed in every communication you make. Your brand’s identity should be a symbiotic part of its personality, and it should come across in your storytelling.

Keep in mind that it is your brand’s personality you’re sharing, not your own, which can only happen if you have a clear picture of who your brand is in the first place.

3. It gives you the ability to connect to the audience emotionally

The things that are most important to us tend to be those that are somehow tied to the stories of our lives and the memories they represent—the mug you watched your father drink coffee out of every morning, or the rug you used to play on in your grandmother’s living room. But what about a product that you haven’t bought yet?

Telling the stories of where goods come from can help consumers build emotional connections with the people who make the things they buy. Don’t just list the rug’s fibre content and dimensions. Tell them whose hands wove that rug, and why she left her corporate job and traded in her laptop for a loom.

4. It will keep them coming back for more

Once you’ve shown your ability to tell the right stories with an original voice, your audience will not only conclude that you’re the most qualified to help them with their problem and that you have an emotional personality that they can connect with—they’ll keep coming back again and again.

Be sure to keep your brand’s story going, sharing new narratives as it evolves and grows, to maintain your audience’s interest in what you have to offer and work towards building them into true advocates that’ll share your story with others.

Do you need help telling your story? Even if you are a great writer, it can be hard to tell your own story in a way that captures both who you are and your audience’s imagination. I can help you hone in on your message and use it to tell a story that is both informative and interesting.

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