How to Use Storytelling Techniques for Your Marketing

You’ll be able to have the most effective product, probably the most knowledge, and the most important promoting finances, however if you happen to can’t tell a compelling story, none of it issues.

One among my favourite quotes on storytelling comes from Morgan Housel’s e-book Identical as Ever, the place he says, “Storytelling is leverage.”

It’s such a easy but highly effective concept: regardless of how nice your advertising plan is, it’s at all times the most effective story that wins. Simply take a look at firms like Nike, Apple, Disney, and Dove, whose storytelling has turned merchandise into family names for many years.

However how do you craft the kinds of narratives that emotionally resonate and stick together with your viewers?

In a recent episode of Advertising In opposition to the Grain, I break down Vonnegut’s three story arcs and provides model storytelling examples of how one can apply them to your advertising technique. I additionally dig into widespread story archetypes and ways for protecting your model narrative genuine and compelling.

What’s a Story Curve and Why is it Necessary for Advertising?

A story curve, often known as a narrative arc, maps the emotional highs and lows of a story.

Whereas generally utilized by novelists and screenwriters, entrepreneurs use story arcs to create content material, campaigns, and messaging that interact audiences by tapping into their feelings at key moments.

Kurt Vonnegut famously mapped out three of the most popular story arcs:

Image Source

Vonnegut’s three story curves present how totally different narratives circulate from one emotional level to a different.

Let’s break down these three story curves in additional element.

Story Curve #1: Man in a Gap

On this arc, the primary character begins in a great scenario, however one thing goes mistaken, they usually fall into bother (“the outlet”). After struggling to beat the problem, they emerge not simply again to the place they began — however in an even higher place than earlier than.

This story curve is especially widespread in advertising as a consequence of its common theme of overcoming adversity. For instance, Nike’s first commercial in 1988 featured Walt Stack, an 80-year-old marathon and ultramarathon runner, reinforcing the message of pushing previous limits to attain greatness.

Story Curve #2: Boy Meets Woman

This arc begins with an individual in an abnormal scenario. They encounter one thing great — whether or not an individual, alternative, or expertise — however then they lose it. Via persistence, they ultimately regain it, leaving the hero in a completely improved state.

Story Curve #3: Cinderella

This arc follows an individual who begins in a really low or oppressive state. Via a sequence of lucky occasions, typically involving luck or exterior assist (ex: a fairy godmother), they rise dramatically to infinite happiness or success.

Additionally known as the “rags to riches” arc, this is without doubt one of the most enduring and widespread narratives in Western storytelling.

Selecting the Proper Story Curve for Your Model

The important thing to efficient storytelling in advertising is deciding which curve finest aligns together with your viewers, trade, and firm mission.

For instance, one of the vital iconic examples of the “Man in a Gap” narrative is Apple’s “Assume Completely different” marketing campaign, which positioned Apple because the model for misfits and rebels.

On the time, Apple was a misfit, dealing with a difficult market that was dominated by conventional tech firms like Microsoft and IBM. As an alternative of emphasizing technical options of their product like everybody else was, Apple’s advertising crew went the wrong way, leaned into their underdog standing, and embraced an emotional narrative: if you happen to’re totally different, Apple is for you.

By turning adversity into energy and elevating it right into a story, Apple went from being the model for the ignored to turning into synonymous with innovation and creativity.

Suggestions for Enhancing Your Advertising Story Curve

When you’ve recognized the right story curve for your brand, the subsequent step is to develop and refine it. Listed below are 4 tricks to get you began.

1. Observe a Story Archetype

A story archetype is an expanded narrative construction that types the extra detailed spine of your story. Consider it as the important thing plot factors in a novel or the foremost beats of a movie, which may then be mapped in opposition to the emotional journey of your story arc.

Whereas there are seven major story archetypes, the 2 mostly utilized in advertising are:

• The Quest: this archetype frames the client because the hero, on a mission to attain one thing precious, like a brand new talent or progress, with the model because the “information” or device that helps them alongside the way in which.

• Rebirth: generally utilized in B2B campaigns, this archetype reveals a buyer present process a major transformation, like turning their enterprise round or enhancing their crew, utilizing the model’s product for achievement.

2. Sharpen Your Core Message

Your core message is the one most vital takeaway you need your viewers to recollect. It needs to be a brief, clear assertion that conveys the emotion or perception you wish to evoke.

Take Nike’s “Simply Do It” marketing campaign, for instance. They didn’t bathroom down their messaging with product specs or particulars — they gave you three easy phrases that completely captured the spirit of willpower, whereas additionally pushing folks to take motion.

3. Test Emotional Resonance

Cross-check that your story arc, archetype, and core message align together with your viewers’s wants, feelings, and values.

For instance, Dove’s Actual Magnificence marketing campaign didn’t simply promote cleaning soap. It tapped right into a deeper dialog about magnificence requirements and shallowness. By rejecting unrealistic stereotypes and highlighting actual girls, Dove made its viewers really feel seen and understood.

4. Double Down on Authenticity

Audiences can spot a contrived narrative from a mile away, so you have to inform them a narrative that your model is certified to inform.

Patagonia is a good instance of genuine model storytelling. They don’t simply speak about environmental sustainability; it’s constructed into every part they do, from their merchandise to their activism. That’s why their environmental tales resonate: they reside their values.

To study extra about how one can construct an impressive model story, try the full episode of Advertising In opposition to the Grain under:

This weblog sequence is in partnership with Advertising In opposition to the Grain, the video podcast. It digs deeper into concepts shared by advertising leaders Kipp Bodnar (HubSpot’s CMO) and Kieran Flanagan (SVP, Advertising at HubSpot) as they unpack progress methods and study from standout founders and friends.