Why is the world so drawn to stories?

Stories are deeply embedded in our DNA; they are a part of who we are as humans as they’re the primary means by which we communicate and receive information from the environment.

There is a physiological explanation for why we enjoy stories:  when we hear a narrative that connects with us, the amount of oxytocin in our bodies rises, resulting in a sense of well-being and activation of our feelings of trust, compassion, and empathy. It encourages us to collaborate and communicate with others, and it has a good impact on our social behavior. When we hear a good narrative, our brain reacts as if we are a part of it, putting us in the middle of the action.

As a result, stories have a unique potential to create connections between people. Brands must grab this chance to build a community of loyal customers by delivering stories that are as authentic as possible and that resonates with their audience.

Why is storytelling so important?

Stories are the future of marketing.

Stories generate a sense of familiarity, convenience, trust, and belonging through creating connections between people, as well as between people and concepts or ideas.

Our aim in each communication is to impact a certain interest group (we want to change visions, beliefs, behaviors). Facts and statistics, such as the attributes of a certain product, seldom achieve this on their own, and here is where good stories come in.

Association – Commitment – Interest – Inspiration – Motivation – Education

These are just a few of the feelings that a well-told story might evoke in your audience. It is not enough to have a high-quality product or service; you must also know how to communicate with clients in a way that sets you apart from the competition. Transform your marketing message into a tale that engages the client and fosters connections.

The Benefits of a Storytelling Brand

1. Stories sell – Stories communicate the value you give more effectively, develop trust, and make it easier for customers to accept it. According to the Edelman Trust Barometer 2019 Special Report: “In Brands We Trust?”, the confidence in the brand is one of the top five criteria influencing a person’s buying choice, with 81% mentioning it, along with quality (85%), convenience (84%), value (83%), and features (82%).

2. Stories grab attention – People are more interested than you think in details such as who you are, how you developed, what causes you support, and what your goals are.

3. Stories set you apart  – in an increasingly competitive market, having a superior product or service is no longer enough; instead of flooding the customer with statistics, figures, perks, and features, establish a genuine, real, and memorable brand that can be easily identified in the market. 

4. Stories build loyal communities – customers are drawn to stories they can be part of; tell stories with and about people, be attentive, and search for similarities with your audience.

5. Tales humanize your brand – by lifting the veil and sharing unique stories about your business, you help consumers understand who you are and, more significantly, trust you. 

Nostalgia - A Storytelling Technique

Nostalgia doesn’t just mean remembering the past. It is a way that makes people connect and interact. Nostalgia is a strong social feeling that brings people together.

To effectively use nostalgia in marketing, brands must first understand what resonates with their target audience. Brands must tell their story and be real, but they must always rely on things that their audience appreciates (traditions, desires, challenges that their audience also has). Nostalgia-based marketing fosters consumer loyalty, which leads to building long-lasting relationships.

Your Action Plan!

1. Tell an authentic story – When we think of storytelling, we often feel that only big brands with a history may have a story worth sharing with the audience, but this is far from true. Any brand has its origins in a certain period and location, and it was developed for specific purposes. The origin of the brand is an excellent place to start when telling your narrative. 

2. Consider the best time to share your story – storytelling is a skill that can be used all year, but it may be more successful on specific occasions. For example, nostalgia-based marketing may be effective around particular holidays, such as Christmas or Mother’s Day, when even freshly founded companies can discover common elements with their audience around which to create their story. 

3. Be aware of trends – rends change, but we all know that they impact the community’s purchasing and behavioral habits. It is necessary to retain some form of tradition, history, and authenticity in your tale, but it is also important to pay attention to the social patterns around you and, if feasible, incorporate trends into your story. To maintain contact with the present, you must balance the new with the old.

4. Make the tale compelling and relevant to the audience

5. Make the tale personal – customers must have a personal connection with the brand.

6. Make the tale emotive – the story must evoke emotion and empathy from the reader.

7. Keep it basic – you don’t have to tell numerous stories or anything complicated, but you do have to convey a simple yet effective story.

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