Storytelling: what is your story?

Lately you hear more and more about the concept of ‘storytelling’ being applied in the field of marketing and communication. But what does it actually mean and how can you apply it?

Until a few years back hard facts and figures were the most important factor in promoting a product or service. How much is being sold? How high is the revenue? What is the percentage of satisfied customers? But for a while now a remarkable shift has been taking place. More and more people are curious about the story behind a product or company.

Storytelling creates goodwill

Revealing this identity, a personal stamp, will make sure that people can distinguish a brand much better. You will stand out in the crowd where the same product is offered. Customers and potential customers will remember your story much better than sales numbers. You want them to connect with your brand; to make sure goodwill is created. Because people do not only buy a product, they also buy a feeling.

So do not ask yourself 'what do I want to sell?', but 'which story do I want to tell?' Keep track of your purpose and think about the road ahead. You will without a doubt come across some interesting details! For example, how old is the company? Who is the founder and why was is started back then? Is it a family business? Use all of this!

Which route does your product travel before it ends up on the shelf?

Let's take an example; you sell chocolate. Off course it is your goal to sell as much bars as possible. But try to look beyond that specific bar of chocolate. Think about the background story. Where does your product come from? Maybe the cocoa comes from a beautiful country like Peru, which means you can use some stunning photo's from that region. Or maybe you could share something about the people behind the manufacturing process? For example, about Juan who takes a bar home with him every day to give to his children. Which route does your product travel before it ends up on the shelf? Is the origin sustainable or organic? Then share this; that is what storytelling is!

Always remain honest!

Do make sure though to never ever lie! It is nowadays quite popular to be sustainable, and therefore more and more companies are inaccurately claiming they are. Imagine a tv commercial with happy cows in a meadow for a cheese brand which only uses milk from cows that never leave the shed... So make sure when you apply storytelling to always remain completely honest. Focus on the fun and remarkable aspects, and elaborate on these.

Need help?

No time or inspiration to work out your story by yourself? Then consider consulting a text writer who can do your research for you and write a beautiful story to match your brand.