Using Storytelling and Emotion to Reach Your Brand’s Marketing Goals

There is a reason why stories like Harry Potter or the Da Vinci Code stick in our heads. That’s because effective stories spark the release of oxytocin in our brains and elicit emotional responses. 

Though we aren’t talking about writing books, there is something to be learned from effective storytelling and how it can be used in your marketing to boost your brand. 

Tugging at emotions has been found to be extremely effective for increasing ROI (return on investment). Most purchasing decisions are made based on emotional decisions, and not on reasoning. 

Oxytocin actually increases our trust level in the storyteller and for a particular situation. These days, trust is key in order to build a loyal audience or customer base. 

This makes storytelling in your marketing strategy an extremely powerful tool. In marketing, storytelling is all about making meaningful connections between your brand and your audience. Storytelling also makes your brand more relatable and authentic. Remember, your story is what makes your brand unique in comparison to your competitors!

Getting it right takes time and patience, but storytelling tactics pay off in spades. Here’s our top tips for effective storytelling to boost your marketing.

1 | Know Your Audience

Just like a book at the top of the bestseller list, a good marketing campaign starts with knowing who you are writing for. If you don’t know who your audience is, how can you formulate a cohesive campaign? Know who your target audience is by looking at your data and analytics. You also need an understanding of what problems they have that you can solve for them. 

2 | Know the Ending

Most authors know how they want their story to end before they even write their first sentence. Formulate what you want your final message to be and what the takeaway is for your audience. Think about what you want your audience to do after reading your brand story, then work backward to outline your story. 

3 | Make it Content Rich

Your brand story isn’t just about you! Every great marketing strategy provides value to the target audience. Ask yourself what you can do for your audience and focus on their problems that need solving; this is the start of your value proposition. The value proposition has overlap between three things: what your audience wants, what you can do for them, and what you can do better than your competitors. 

4 | Narrow the Focus

Broad stories with lots of tangents and too many plot lines can leave readers lost. The same can be said for storytelling in marketing. Keep your focus more narrow, deciding on a few themes and values to highlight. Getting too broad can be confusing for your target audience. Keep it simple and you’ll find your campaign is much more effective!

5 | Stick to Your Style

Each author has their own unique writing style. In this case, think about your brand’s style and how that relates to your storytelling style. Also, choose how you want to reveal your story. Will you do it all at once or in parts over time? There is no right or wrong way, but you have to do what is right for your branding. 

6 | Pick the Right Media

A picture is worth a thousand words, as any picture book author and illustrator would tell you. The right visuals can make all the difference in how your story unfolds and whether or not it even catches your audience’s eye. Digital marketing is visual by nature; people decide whether to stop and read based solely on the visual attached to your post. So choose wisely, then test, test, test!

Final Thoughts

Developing a cohesive marketing strategy that tugs at heartstrings and leads to increased ROI can be time consuming. Take storyboarding off of your plate and work with a creative and thoughtful marketing partner! Tintero Creative is here to tell YOUR story in a way that works within your industry, while utilizing digital trends and marketing best practices. Learn more about our customizable services and schedule a free consultation by visiting our website today!