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Entries Tagged as 'storytelling'

Why isn’t marketing’s version of storytelling working?

November 11th, 2012 · Branding, Content Marketing, Sales, Storytelling

Storytelling, storytelling, and more storytelling.

Seems like every marketing book, blog (including mine if you’ve been reading this week’s posts) and study is talking about how we should be using storytelling as a marketing technique.

I couldn’t agree more.  Unfortunately, I think most attempts fall short.

Earlier this week — I made the point that A) It seems that despite all the hype — we’re doing less real storytelling today and B) storytelling is hardly a new tactic.

Marketers clearly believe that storytelling is a critical component of their marketing efforts.  As you can see (click here to see a larger version of the chart above) by the chart above, according to a 2012 B2B Content Marketing Trends survey conducted for Holger Schulze for Optify, 81% of respondents listed engaging and compelling storytelling as one of the three most important aspects of content marketing.

So — no argument that marketing’s version of storytelling is critical to a business’ communications success. The question is — why are so many companies doing it badly and not experiencing the results they want?

The stories don’t evoke an emotion: There’s not a memorable story around that isn’t seeded in emotions.  For some businesses, especially those in the B2B sector, it’s hard to imagine what emotions their products or services might trigger.  That’s because the marketers are staying at the features level of sales, not delving into the benefits that lie beneath.

It might be as simple as your prospect is afraid if they make a bad decision, it will cost them their job.  Or it could be that what you sell is helping your clients fulfill their reason for existing — which to them is very emotionally motivated.  If you dig deep enough, you’ll find the emotions behind your stories.  Be sure you expose those in your storytelling so that your audience can relate to and empathize with the people in the tale.

The stories don’t use data to lend credibility: As we discussed in my post about the Revolutionary War book — what made those stories so dramatic and grabbing was he facts that were dotted throughout.

As the folks at the Content Marketing Institute points out in this blog post — data can be used in a variety of ways to tell your story.  Think visual data like an infographic or let the data suggest a new angle or insight for both you and your audience.

The story doesn’t take us on a journey: In marketing’s version of storytelling, we often take shortcuts to get to the big reveal.  But in doing that, we rob the audience of the arc of the story. Every story is, in essence, a journey that chronicles the the problem, the fight to solve the problem and how things are better once the challenge is resolved.

But a great story lets the journey also help the audience see the motivations, frustrations and worries of the characters while they try to face the problem. The outcomes are also wrapped in more than just the tangible results.  When the story is rich with details – we also learn more about the intangible results and ultimate value of delivering the right solution.

The story doesn’t include a next step/call to action: Here’s where most marketers really miss the boat.  A well crafted story draws the audience in, helps them connect with the main character and feel their common pain.  As the story evolves, the prospect is pulling for the character — because in reality, the character bears a striking resemblance to them.  They experience the ups and downs within the story and as the story delivers the happy ending — the prospective customer is thinking and feeling relief and a desire to share in that sort of outcome.

So marketing’s version of storytelling is all too often, a big tease.  You led them right to the edge — get them hungry for what you’re selling but don’t give them a clear and defined next step.  Ask yourself — what do I want them to do next and be sure you make it easy and quick to take that next action.

If you don’t include this as a part of your storytelling — the whole point of telling the story in the first place is wasted.  You aren’t a court jester earning your supper.  You’re trying to help someone decide whether or not you hold the answer to their problem. Once you demonstrate that you are the right choice — be sure you give them a chance to tell you so.

What do you think? Can you tweak the way you’re telling your company’s story so that it drives leads and sales?

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Have we lost the art of storytelling in marketing?

November 5th, 2012 · Branding, Content Marketing, Psychology, Sales, Storytelling

As the buzz about content marketing, social media and all things digital continues to rise, one of the catch phrases that gets a lot of attention is storytelling in marketing.  We afford it incredible lip service but do we actually practice it?

As we give way to our USA Today sound byte style of sharing information, are we losing the emotional tug of telling a great story?  Even in our case studies where we’re trying to help the prospects see themselves in relation to someone we’ve already helped  – are we too focused on the facts and too willing to sacrifice that emotional tug?

I worry that we are so focused on making sure we communicate the facts that we don’t trust your audience enough to find them if they’re wrapped in the emotion of the brand. The danger of that is that buying is an emotional response.  We buy based on our emotions and justify the purchase with the facts offered. But we very rarely buy on facts alone. So it we don’t offer up both sides of the equation — we leave our prospects wanting and our cash registers empty. Storytelling in marketing isn’t just to entertain or be memorable.  It is to drive brand loyalty and increased sales.

What made me ponder this on a Sunday morning is a local phenomenon that put the spotlight on the potency of storytelling for me. A Dunkin’ Donuts opened up in my community (we may be one of the few cities in the country that didn’t already have one) and the line on opening day was literally around the block.  Seriously — who stands in line for an hour for a donut?

Well, they did. And when I thought about the brand…I too had a very warm reaction to it. When I hear “Dunkin’ Donuts” my mind immediately goes back to the wonderful story driven TV spots they did back in the early 80s.

They used a character (Fred the Baker) to tell the audience why Dunkin’ Donuts were better — fresher, more variety and certainly made with more love.  I still crack up when I think of Fred in his dress, covering up his mustache, trying to get some competitive intelligence.

That’s great storytelling.  I not only learn that Dunkin’ Donuts bakes their donuts all day so they’re always fresh, but I learn about the variety (5 kinds of jelly donuts) and their commitment to quality. And it was funny to boot.

On the flip side of the emotional scale, there are few brands that tug at the heartstrings with their TV spots like Hallmark and Folgers.  Very different products but the same link to family and special times.  Check out these spots and see how you react to both the story and the brand.

 

If you look at the dates on these spots — you’ll see that they’re all more than 20 years old.   I’m hard pressed to think of a company today that takes the time to tell the same sort of story (Budweiser may be the exception) today — in any media.

So here are some questions I’m pondering and wonder what you think:

  • Has this sort of storytelling become passé?
  • Are their any brands out there today who do this sort of storytelling in any media?
  • Does social media and content marketing really lend itself to good storytelling?
  • Do we need to go “old school” to really work storytelling into our marketing efforts?
  • Are we equating storytelling to factual case studies rather than emotionally triggering customer stories?
  • Is there a current brand that is really using storytelling to create an emotional connection with their audience?
  • How can we better marry the digital marketing tools with the age old art of telling compelling stories?

Storytelling in marketing is hardly new. But it’s as effective today as it was when David Ogilvy and the other patriarchs of our field wove their compelling tales. The question is — how good are we at marrying the old and the new?

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7 keys to compelling case studies

October 2nd, 2012 · Content Marketing, Marketing, Storytelling, Uncategorized · 6 Comments

Why do case studies work so well? It’s simple really. Everyone loves a good story. And there’s a reason why Aesop and others opted to teach their life lessons through stories that have been told and re-told for many years. Smart parents know this trick too. They teach lessons to their children through stories of their [Read more...]

What clear signals do you suppose you’re missing?

August 8th, 2012 · Customers/Clients, Psychology, Sales · 4 Comments

I had a few little electrical projects that needed to be done around the house. So I turned to my Angie’s List favorites. Once I found the right business, I had an array of choices in terms of how I wanted to connect with them.  I clicked on the email icon and jotted a quick [Read more...]

Any brand can become talkable

July 28th, 2012 · Branding, Storytelling, Word of Mouth · 7 Comments

Are you talkable? On this blog, we often explore the importance of brand and the power of word of mouth. It seems that many business owners/leaders believe that you can just plan on something being spread by word of mouth and voila, it happens. (Sort of like planning for a video to go viral). The [Read more...]

Don’t add frill until your core is rock solid

February 2nd, 2012 · Customers/Clients, Psychology · 5 Comments

A couple times a month a cleaning company comes into our house and does a deep clean. Every time I walk into the house after they’ve cleaned… the toilet paper rolls and tissues sticking out of the boxes are folded in some sort of origami art.  Sometimes, they leave a truffle on the kitchen counter. [Read more...]

Mercedes uses visual storytelling

October 2nd, 2011 · Branding, Media, Storytelling · 15 Comments

Mercedes Benz released this print ad series earlier this year and as it often goes, it is just starting to get some viral buzz. It’s a great example of story telling and connecting with your customers.  It’s a visual version of the Mac versus PC TV spots that we all loved. Interestingly, the copy on [Read more...]

Are you in the emotional transportation biz?

June 25th, 2011 · Books, Storytelling · 12 Comments

…We’ve always found a way to tell our stories It’s no secret that I am an unabashed fan of storytelling.  It is how we learn when we’re school kids, it’s how we get our friends to do crazy things (“think of what a great story this will be to tell your kids, Steve!) and it’s [Read more...]