1. Stories are engaging
People are naturally drawn to stories. They are engaging and hold our attention because we want to know what happens next. There are some core, key elements to an engaging story which you will see in any book, film, or play that you watch. There’s a hero or protagonist, there’s something the hero wants, and there’s an obstacle to achieve or attain that thing. It’s not surprising that applying this same formula to business, can engage your customers in a similar way. A good story can keep us hooked until the very end.
2. Stories are memorable
Stories stay with us long after we’ve heard them. A good story can stick in our minds for years. An oft quoted statistic is that research shows that you are 22 times more likely to remember a story, than remember facts or figures.
3. Stories are persuasive
Stories can be incredibly persuasive. They can influence our decisions and persuade us to buy products or services. When we hear a good story, we can be drawn into that story in such a way that it can influence our beliefs and behaviour. Unfortunately, there are many examples of how this has actually lead to negative and destructive behaviour in people, so I’d like to insist you only use this power for good.
4. Stories are emotional
Stories evoke emotions. They can make us feel happy, sad, excited, scared, and a whole range of other emotions. When we connect with a story, we connect with the characters and the emotions they are feeling. These same feelings can be used to create an emotional connection with a brand or product. We might feel happy when we use a product such as an expensive car, or scared of the outcome of not using a product such as a skincare range. Feelings are a much more powerful motivator than logic or reason.
5. Stories are personal
Stories are about people and their experiences. When we hear a story, we feel like we are part of it. We can relate to the characters and the situations they are in. This helps to build trust and connect with the audience because they can see how this situation applies to them in their own life. Think how powerful it can be when you tell a story with a clear obstacle or challenge that a potential customer relates to, and then you offer a simple and easy solution to that problem.
6. Stories are credible
Similarly to point number two, stories aren’t just more memorable but seem more believable than facts or statistics. When we hear a story, we are more likely to believe it because it feels more real and visceral. This makes stories a powerful tool for marketing.
7. Stories are versatile
Stories can be told in a variety of ways. They can be used in ads, social media, website content, and other marketing materials and can be adapted to fit any medium or format. This makes it easy to keep your story consistent across all your marketing communications, which makes the story even more powerful.
8. Stories are timeless
There are archetypal story structures that have been around for centuries and will continue to be used in the future. At the most basic level, as outlined above, a hero, with a desire and an obstacle to that desire is a formula that has existed almost as long as humans have been communicating. Humans connect with stories, and always will. For this reason, a good story is a tried and tested marketing tool that never fails to engage and persuade audiences.
