Intredo Blog

blog_top_icon Created with Sketch.
paralax_shape_1 Created with Sketch. paralax_shape_2 Created with Sketch. paralax_shape_3 Created with Sketch. paralax_shape_4 Created with Sketch. paralax_shape_5 Created with Sketch.

Storytelling in marketing, or why good stories sell

Storytelling in marketing, or why good stories sell

When a copywriter wants to effectively motivate recipients to a specific action, he should definitely reach for appropriate, targeted storytelling.

Not only children love fairy tales…

What is storytelling? A narrative of a specific story, a narrative full of emotions, wrapped around the hero or heroes with whom the recipient can identify. Dry, bland, colorless presentation of information is boring and will not catch anyone’s attention. However, fascinating stories and myths have accompanied mankind since the dawn of time… If anyone thinks that only children like fairy tales, they are seriously mistaken. Stories allow us to experience something, to experience it (with the help of our mirror neurons). If we do – we are prone to react, respond to the story.

Starting point – the definition of the persona

The first and most important element of building a successful sales history is creating a portrait of the recipient. The vision of the “persona” should be as vivid and precise as possible. What is his/her profession? How old is he/she? What are his/her life experiences? Who are his/her friends? What are his/her habits and habits? What is he/she dreaming about? The goal is to adapt communication to the target group. So as to speak its language, move appropriate “strings” in it, and trigger emotions. We will “tell” our stories to a corporate employee completely differently than to a 23-year-old partying student. The “feeling” of the target group undoubtedly requires the copywriter to be psychological and observant.  

Captivating narrative is the basis of persuasion

How to catch the reader’s attention from the first sentences? If possible, already in the headline you should sow the seeds of fascination. Give a foretaste of what the recipient will be richer for, which will gain after learning the whole story. It works great, among others reference to desire, forbidden fruit, gaining power, prestige, regaining control, learning a secret known only to a select few… By serving an engaging, intriguing narrative, our persuasion gains a perfect “carrying capacity” to inspire the recipient to a specific action that we care about. The workshop of storytelling tools is really impressive – we can reach for various dramatized themes: conflict, passions, taboos, spicy details from life, fight, competition, and above all – the theme of a hero’s transformation.

The outline may look like this:

  • We choose a hero with whom the recipient can easily identify (e.g. a middle-aged woman, a busy wife and mother struggling with overweight).
  • We gradually introduce suspense and create an intrigue (e.g. a young, attractive and slim work colleague begins to circulate around the heroine’s husband).
  • The protagonist faces a challenge and tries to overcome it (e.g. the wife realizes that in the sheer volume of duties she has forgotten to take care of herself).
  • The recipient goes through all stages of the fight with the protagonist (e.g. diets, murderous trainings, etc., there are moments of doubt).
  • There is a climax – a breakthrough, an artifact or a mentor thanks to which the hero wins (the heroine finds an effective method of fighting overweight, turns into a slender beauty and emerges victorious from the crisis)

As you can see, it can also be effective to delineate some “enemy” the hero is struggling with. It doesn’t have to be a literal villain, but rather some vague threat, vision, idea. In the above example, the personal enemy would be a shapely colleague from work, but in a broader, impersonal context – the prospect of losing attractiveness in the eyes of the partner, the possibility of marital infidelity, lowering self-esteem, etc. Fortunately, everything ends well (thanks to the X method).

Storytelling sets a new canon of advertising

Why, then, good stories are so sales effective? The overwhelming majority of our purchasing decisions are dictated not by cold judgment of reason, but by emotions. Although we prefer not to admit it to ourselves. Numerous studies by psychologists, sociologists and specialists in behavioral economics leave no doubt here. There is no point in creating emotionally neutral, purely informative marketing content. They will not arouse any emotions in the recipient, will not cause any reaction, they will be forgettable. Even if our product has features that are valuable to the consumer, their dry description will not be a sufficient argument for a purchase. No wonder then that storytelling based on dynamic stories referring to emotions is an increasingly popular direction of effective marketing.

We are creative. We are innovative. We are INTREDO

See other posts

Marketing dictionary part 1.
3 min read

Marketing dictionary part 1.

Marketing terms can sometimes seem like a foreign language. In the work of a marketer, we often come across exotic-sounding terms or abbreviations. The explanation of them you can find in our dictionary. We have prepared a list of the most importa...
How to write a good brief for a graphic designer?
3 min read

How to write a good brief for a graphic designer?

One of the basic elements that constitute a good project is a skilfully written brief. It is a form of a map thanks to which a graphic designer has the possibility to efficiently reach the set goal. It defines the priorities and the most important...
Effective communication in the project team
4 min read

Effective communication in the project team

“Communication is a skill that can be learned. It’s like riding a bike or typing. If you just work on it, you can really quickly improve the quality of every part of your life. ” – Brian Tracy Did you know that the lack of commun...

Add comment

Your email address will not be published. Required fields are marked *