We all enjoy a creative Super Bowl ad, but let’s be honest: on the whole, no one likes commercials. And today, the market is completely saturated and we’re bombarded by a sales pitch everywhere. We see ads when we finish a Duolingo lesson, when watching movies on Amazon Prime, when on our daily commute, you get the picture.
It’s just super annoying. It’s why people pay that little bit extra to use YouTube Premium, why we mute our televisions when ads are on, etc. And even when consumers do see ads, there’s that phenomenon called ‘banner blindness’; it’s when we’re so overwhelmed with online advertisements that we don’t even see them anymore.
So as a business, how can you avoid pushing your audience away, instead creating a connection in that short commercial window? The answer lies in one of our oldest traditions, storytelling.
Why Stories Matter
Stories sit at the core of our humanity. Think about the last time you felt something when watching a show or movie. What tugs at your heartstrings, brings back memories, fills you up with emotion, they’re stories.
Storytelling goes right at the heart of our emotions, and that’s exactly what drives our decision-making. It’s not a financial spreadsheet, a logical choice based on pros and cons. Ultimately, we go with our gut.
When applied to marketing, storytelling can turn a boring everyday product into something that’s meaningful and relevant. Remember this little pearl of Seth Godin wisdom: people want to buy better versions of themselves, not products.
Your story is going to be your biggest differentiator. In a crowded market, there will be similar products, businesses that offer a service that’s very close to yours.
But nobody, nobody, has your unique story. That’s your edge, so you need to figure out a way to use it. Relationships based on emotions, that brand loyalty that every business looks for, is far stronger than just transactional loyalty.
The story that ties your company to an individual, it lasts far longer. And remember, it’s far easier to retain a customer than it is to find a new one. So once you’ve hooked someone with your story, don’t let them go.
Practical Tips for Brand Storytelling
Okay, so you’re convinced. Storytelling works. Don’t worry, we’re not going to leave you without some actionable tips to get your brand’s story off the ground:
Know Your Why.
Simon Sinek’s Know Your Why makes the point: every business needs to have a core purpose, and you need to know it on that deeper level.
It’s something that goes beyond making money, it’s what drives you. It’s like Simon says, people buy why you sell, not what you sell.
Be Real.
No, we’re not talking about the app. It’s about authenticity, being real. Yourself, no matter what that means.
Listen, fake smiles don’t work, period. When you tell your story, show scars and all. Don’t be afraid to show your struggles, or to give a behind-the-scenes look into your business. Remember, being real builds trust with consumers.
Keep It Simple, But High Quality.
Small businesses can sometimes be tempted to go big budget, to look fancier and bigger than they really are. Don’t make that mistake. Simple is good, it’s authentic (see above!). Personal narratives are far more powerful than a shiny object.
You don’t need a Hollywood plot. The best stories are simple, familiar, human. Short anecdotes can be more powerful than a blockbuster. But whatever you do, don’t skimp on quality. You can print the Mona Lisa on your home printer, but it will never match a fine art original on high quality material.
You’re Not the Star.
Let’s face it, business owners can be a little bit me, me, me. When you’re telling a story in a marketing setting, however, you’re not the star. Your customer should be at the forefront. Stories should show how your product slots in with their lives, how they help overcome challenges or reach goals.
Don’t think of storytelling as a marketing gimmick or a strategy to overcome so-called banner blindness. Stories help build relationships with your customers and, when done well, can help create that tribe that will stick with you.