Storytelling in Marketing: Connecting Through Your Story

In the world of marketing, storytelling goes beyond just telling stories; it’s about creating a strong bond with your audience. In this article, we’ll delve into why storytelling in marketing and how you can use it to connect with your audience successfully.

Why Is Storytelling in Marketing More Important Than Ever?

Because today’s conscious client is different from the client twenty years ago.

He is smarter, has access to all the information online, doesn’t care about advertising, wants to be heard and seen, and wants to buy from brands that care about more than just profit!

Author Daniel H. Pink explains it like this: “We’ve progressed from a society of farmers to a society of factory workers to a society of knowledge workers.

And now we’re progressing yet again—to a society of creators and empathizers, of pattern recognizers and meaning makers.”

According to Pink, the new paradigm is made of creators, storytellers, and caregivers. These are the people who use the right side of their brains just as much as the left side. The focus has shifted from something transactional to something that can’t be measured and can’t be easily imitated by a robot: human connection, emotions, and feelings. Stories create meaning and connection between people.

Stories address a smarter client

For decades, companies told us their facts and assumed that we would just believe them and run to the store to buy their product. But the conscious client doesn’t like to be told. He doesn’t want to be challenged by an ad or told what to think and what to buy. He likes to make his own decisions.

Stories don’t demand that you buy something. Rather, they invite you to accept a worldview or an attitude, and your purchase is a commitment to that.

Stories make you inimitable

You are unique, and so are your stories. If you sell services, there’s a very good chance that thousands of others sell the same services. If you sell a product, most likely this product already exists. But by sharing your stories or stories that show your unique worldview, you make yourself inimitable. No one else has the same story! You can’t fake your own story.

Stories connect on a human level

Today’s client doesn’t want more stories of supermodels doing once-in-a-lifetime things. He can’t relate and therefore feels excluded. What he wants are stories of people like him doing things like him. He looks for people and brands that he can identify with and belong to.

Storytelling in Marketing: Your Story Matters

I remember thinking ‘But my story is boring’ when other people shared their ‘rags to riches’ stories. I didn’t experience deep trauma and haven’t made a million dollars with one of my inventions. So I just thought: well, my story is boring. Turns out, it’s not. My kind of people deeply resonate with my upbringing in a small hippie community. Yes, my parents bought an apartment building together with five other families and while we all had our separate apartments, we spent a lot of time together. I say that community is in my DNA, because I was surrounded by it while growing up: collaboration, cooperation, conflict resolution were all part of my childhood. So that’s the story I now tell on podcasts, when asked to introduce myself. And it’s not boring to the right kind of people, my people.

Begin With the Why

When we talk about Storytelling in Marketing, the way your story connects with your ideal client is what will make them listen and see you as someone they resonate with and trust.

Start by putting yourself in their shoes. Do they really want to hear a long, elaborate story detailing every aspect of your life, all your education and accolades? Probably not. They’re interested in the relevant information that shows you truly understand their experiences. To make an interesting story that does this, you need to really know your clients, especially their main challenges.

To take my example again: another story I tell is the story of my epiphany on a therapist’s chair. I realized I could no longer do marketing like everyone told me to. I was ready to give up and thought I was just not meant for business. It was all too tough, too pushy, not gentle and kind. Until I realized I had the choice: I could either give up, or come up with a different way. That’s how the idea of a Gentle & Humane Business Revolution was born. I tell that story in the Marketing Like We’re Human book.

By telling this story I resonate with my clients who also hate marketing, because it’s not aligned with their worldview. They are tired of the pushy, profit-only bro-marketing advice and therefore are immediately hooked when I talk about a Gentle & Humane revolution. They realize the need to market themselves, but they want to do it with integrity and kindness.

The most impactful stories not only explain your “why” – your motivation for what you do – but also tap into the “why” behind your ideal client’s struggles.

This is where studying your potential clients comes into play. Understanding what excites or frustrates them is crucial. Enthusiasm, anger, and even joy can be strong drivers. If you’re engaging with potential clients and paying attention, you’ll notice discussions about topics you can relate to. These are cues for the story details you can include.

Remember, your story might not captivate everyone, but if it resonates with your ideal clients, it’s a perfect fit and far from boring.

10 Questions to Help You with Storytelling in Marketing

Wouldn’t it be nice if we all could have those “aha” moments in life? You know, those times that really stand out and make a difference.

Guess what? We actually do. All you need to do is find the connection between where things started and where you are now. Think about the time when you had a big shift in your life. It might not have been a huge realization just yet, but something happened that led to change.

What was it? What made you decide it was time for a change? What pushed you to search for something different? Ready for the next step on your journey?

Once you figure that out, you can also find your client’s moment that aligns with yours. This helps you know what the next step should be—whether you’re the right person to help them with it or guide them in that direction.

Here are some questions to help you find those stories:

The first time I …How did that make you feel? How did you react to it?
The first time someone… How did that make you feel? How did you react to it?
The moment I realized that…
My first failure
My most dearly held belief
My life “theme”
My biggest epiphany
What one area of my life was holding me back in all the other areas?
How am I dealing with that problem area?
How did I use my story as a tool for transformation?

NOVELS OR MOVIES	YOUR STORY
Hook	Your headline, title or subject line, as well as the first line or paragraph of your story (an opening statement that catches your ideal client’s attention).
Inciting incident	A small incident or action in the past that pointed you toward stepping out of your everyday, comfortable (or uncomfortable) life. (A portent or foreshadowing of your big change.)
First plot point	Where life suddenly changed forever and set you on a new path – perhaps one you did not want at all.
Mid-section	Where you just reacted and did not feel you had control (no matter how hard you tried).
Second plot point	Something makes you stop and institute a plan or take control in some way.
The dark night of the soul	Your lowest point. The part where you almost gave up (or DID give up!)
Climax	Your ephiphany and solution – the one that allowed you to finally reach a goal your ideal client can relate to.
Wrap-up	Turning it back to your reader or viewer. In business, ending with a CTA.

Storytelling in Marketing: a Framework to Tell Your About Story

From that inciting incident that made you want to change something, you can now create your About Story, following all or some of these moments:

Inciting Incident: A small incident or action in the past that pointed you toward stepping out of your everyday, comfortable (or uncomfortable) life. (A portent or foreshadowing of your big change.)

My example:

It was only a few years ago when I would find myself lying awake at night worried about something I had said in an email as part of a launch. I would try to convince myself that the email was okay, that my coach had encouraged me, and that this is JUST WHAT YOU DO as a business owner. Everyone was doing it. And yet no matter how hard I tried to quiet that inner voice, I still couldn’t sleep.

This scenario continued week after week. If it wasn’t about an email, it was about a sales call where I had tried to “clear objections and get to a final answer” by applying some kind of sales template I had received. Thinking back now, it all felt OK because I was in a kind of trance and wearing my “marketing mask.” It was just how things were done.

Until one day I looked at an email I was about to send and just knew in that moment that I couldn’t hit the send button. I put myself in the shoes of the person receiving the email and thought about how it would make that person feel—and how “dirty” it made me feel. And I didn’t hit the send button.

First Plot Point: Where life suddenly changed forever and set you on a new path – perhaps one you did not want at all.

My example:

When I turned forty and had my midlife awakening. I did some personal work with a therapist, and during one particular session, I told her, in tears,

“It’s so darn hard to be different!”

If I had to summarize my experience in business in one word, “different” would be it. Out of fear of being different or being rejected, I changed who I was and tried to be like everyone else in order to fit in. I started to wear a mask.

But in that moment when I was crying in the ugly leather armchair in mytherapist’s office, a seed was planted. I was ready to come full circle and do marketing my way

Mid-section: Where you just reacted and did not feel you had control (no matter how hard you tried).

My example:

But I quickly realized that in the marketing world I was pretty alone with my beliefs and message. I was motivated, and yet very lonely in my fight for change.

Second Plot Point: Something makes you stop and institute a plan or take control in some way.

My example:

I had an epiphany that led me to reserve the domain name for “The Gentle Business Revolution.” With all the ‘nongentleness’ going on in the world, I knew it was the perfect term.

The domain name then inspired a manifesto, which then lead to the first book.That’s when I decided to write the Marketing Like We’re Human book. As a deep thinker, I had to write down my story and my thoughts – and hoped to then reach readers who felt exactly like me.

The Dark Night of the Soul: Your lowest point. The part where you almost gave up (or DID give up!)

My example:

Unfortunately, two weeks after the book launched I opened my email inbox to some devastating news: a Cease & Desist letter from a US lawyer, representing an entrepreneur, asking me to stop using the brand ‘Gentle Marketing’ with immediate effect as she had just deposited it as a Trademark in January.

My plea to discuss and collaborate, as Gentle Marketers instead, were refused.

I was in a very dark, bad place.

Yes, I admit there was self-pity, crying over everything I had built in the last 2 years, the book, the program, the concept. But it was bigger than that: my ideal world was shattered. Call me naive (and of course, call me a Hippie), but I really believe in a world of abundance and collaboration. So this all just didn’t make sense to me.

Climax: Your epiphany and solution – the one that allowed you to finally reach a goal your ideal client can relate to.

My example:

After 3 weeks in a foggy depressed state, taking legal advice, talking to hubby and friends, it occurred to me that I still had a choice: I could either invest time, energy and money into a lengthy legal procedure – or I could choose to accept what was hers according to the legal system and instead start over. Invest my energy into something positive. I decided to rebrand and Humane Marketing was born.

Call to Action (CTA):

Turning it back to your reader or viewer. In business, ending with a CTA.

My example:

Humane Marketing is marketing for the generation that cares: for ourselves, our clients and the planet. We have our own community and invite you to join us in the Humane Marketing Circle.

Conclusion

Storytelling in marketing, especially your About Story, is a potent tool to build a strong connection with your ideal clients. By sharing your journey and highlighting similarities with your client’s experiences, you create relatable narratives that resonate deeply. Remember, your story isn’t just about you; it’s a means to connect, inspire, and guide your client toward transformation.

FAQs about Storytelling in Marketing

1. Can my story be too personal?

I think it depends on the type of services you offer. The more personal your service (grief coaching for example), the more personal your story. While authenticity is also important for a Financial Consultant, people would not enjoy reading a long story about your divorce. So make sure that your story remains relevant and resonates with your ideal client. Focus on the aspects that connect with your ideal clients’ concerns.

2. How do I know if my story is engaging?

Read your story out loud – to your partner or kids. If they get distracted, you need to go back to the ‘writing board’. Prefer simple language to elaborate prose.

3. Is it necessary to include my failures in my story?

Yes, sharing your failures and challenges adds authenticity to your story. It showcases your journey’s highs and lows, making your story more relatable and inspiring.

4. How do I use my story for marketing purposes?

Incorporate your story into your About Page and other landing pages. Craft shorter versions for quick engagement and longer versions for in-depth connections with your audience.