Stories are impactful, and stories in marketing and sales can help companies reach their customers in more personal ways. This is because stories engage multiple parts of the brain, from language comprehension to sounds to scents. They also elicit emotion, which is an important part of a person’s decision-making process when it comes to evaluating brands. In fact, a consumer’s emotional response to an ad has a greater influence on their reported intent to buy than the ad’s actual content does.
That storytelling is an important part of marketing is not news. Brands have successfully used storytelling in a number of ways for years, including employing brand characters (the Charmin Bears or Tony the Tiger) and sharing short stories which, for example, when used in Ebay listings, can help the listing attract 64% higher bids.
To use stories in marketing, look at your sales funnel and decide which types of content could benefit from them, such as podcasts, commercials, conference presentations, and other marketing efforts. Know your audience and frame your story so it resonates with the people you’re trying to reach. After all, stories help make marketing messages “accurate and human.” Learn more about using storytelling in marketing in the infographic below.