What is Storytelling and How to Use it in Marketing?

Every politician has a history, every business has a vision, every entrepreneur has a dream and every product has a miracle. We all have stories. However, this is not always seen or proven by clients or constituents. Countless beautiful stories can make the difference between simple products and inspiring products; between company and company with meaning. That is what the story achieved by others.

What is storytelling?

Storytelling is telling stories. And under this principle, it has existed since ancient times. This has become a form of expression and transmission of knowledge. It has been present in cave paintings, in oral narratives from indigenous cultures, in the songs of singers and in all-time heroic stories. Applied to marketing, storytelling is telling stories relating to you, your company, your product or service, which results in an emotional connection with your customers.

The advantage of storytelling

Storytelling has become popular in marketing as a tool to connect with audiences, get out of a rigid and cold business manner, and achieve greater empathy with potential customers. These are some of the benefits of telling stories about your business. They generate trust – A story does not only tell reality differently, it shows a different side. Uncover unknown aspects and build self-confidence. They are easy to remember – A story captures the sequence and flow of events, which makes it easy to remember.

Easy to count – Easy to remember, easily transmitted. Stories are shared, producing sound to sound.

Giving context to data – A good story helps you influence the interpretation that people give to data. This story provides a context for data that makes sense and is related to.

We like stories – We like good stories and we never get bored listening to them again and again. They make the complex simple and provide different dimensions for everyday life.

Create more connections – Create deep emotional connections, different from all other functional and performance arguments that you might give to your potential clients. Appeal to the emotional side – We all have hearts. A story makes us human and close. This changed the cold image of an anonymous company into people who could be trusted.

How do you use storytelling in marketing?

Stories about how a company starts, what motivates dreams, how it manages to overcome difficulties to advance business, what ideas stimulate new product or service development, are ways in which companies can use storytelling in business.

These are some types of history that you can use to show your company in a different way.

How we do it – Sometimes, tell us what happened behind the scenes; small, curious, or interesting details that make it special, can be the reasons and differences that potential clients are looking for.

What inspires us – This is a type of story that focuses on communicating rationality about what it does and why it does it. This is the essence of what moves it every day; meaning to work to achieve something that is beyond.

How that idea arises – Tells your story and how your business appears, based on what you want to achieve or how there is no solution available on the market, decides to develop it, creates something interesting about what is worth talking about.

Constraints overcome – Every effort at some point in its history has gone through difficult times. Having overcome this obstacle makes it closer and appreciated.

I know your challenges – When you tell a story that makes people wonder if you read their minds, they like it. If you have clearly identified the challenges of your potential customers and started saying them, you will be much closer to getting their attention and reaching your preferences.

This is what looks like telling in practice

This is an advertisement for Patek Philippe’s watch, where by telling a story they validate their differences, the accuracy of each hour is directly reviewed by the president. “Of course, the acoustics of the minute hands must be proven. At our family supervision company, the president does it”

Each Patek Philippe pulse watch with minute hand need to pass the final test before reaching the owner. Since we started making treasure this time, no one left the company before the president heard the beat. My grandfather did it, my father did it. Today, this is my job. In the serenity of my office, I heard a voice every hour to verify that he possessed an inimitable wealth of timbre which was the hallmark of the minute the hands of Patek Philippe. I also heard a same thing about some of Omega watches.

Of course, in a family business like this, personal involvement in making watches is common. And the determination to protect the integrity of our watches is what is represented by Patek Philippe Seal. This symbol of excellence exceeds any standard in the Swiss watch industry. The most important is the proof that we will never compromise the quality of our watches and that the role of guardian will always be personal, not corporate.

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