Last Updated: Mar 29, 2016
If you want to get your prospects’ attention, make an emotional connection and be remembered, harnessing the power of storytelling is your best bet. Learn how to use storytelling to grow your small business.
consumers have more choices than ever before. Traditional, interruption-based marketing isn’t as effective as it once was. Increasingly, stories are becoming the difference between good and great marketing. and most business owners aren’t using storytelling in their marketing today. Most of those who are, aren’t using it effectively.
Copywriting legend Gary Halbert said “Do you know what is the most-often missing ingredient in a sales message? It’s the sales message doesn’t tell an interesting story.” Empirical research bears out his assertions.
Marketing Professor Keith a. Quesenberry and Dr. Michael Coolsen spent two years analyzing 108 Super Bowl advertisements. Their research found that ads that told a more complete story (using Freytag’s Pyramid) were the most popular with consumers.
In other words, people were more likely to view and share the story-based ads. This results in greater consumer awareness. Professor Quesenberry notes that research has proven ad recall, recognition and emotional response are all increased by online buzz.
Your target audience has a million voices clamoring for their attention. If you want them to pay attention to you, you’ll need to shake up the status quo. You need to address your prospect’s skepticism. You also want them to make an emotional investment.
So why is storytelling so effective?
Your customers and prospects are bombarded with sales messages. If you want your marketing efforts to flourish, incorporate storytelling. Stories can help you grab people’s attention, connect emotionally and be remembered.
anthony Sills is a direct-response copywriter and content strategist on a mission to eliminate boring marketing. He’s written copy for eBay, SEMrush, IBM, american Express, InfusionSoft and many exciting startups. You can always reach Anthony via social media or email.