The Power of Storytelling. Once Upon a time…

6. March 2009 by admin.

…children gathered around a circle to listen to the stories of the elders, stories that would teach them all the knowledge learned and accumulated by generations past. Storytelling was then the only way of communicating information in a memorable and persuasive way.

Much has changed in the way of communication since then, or has it?

Storytelling is a secret weapon of all successful marketers because it allows you to connect with your audience on an emotional and personal level. An effective marketing story will communicate the features and benefits of a product (or service) within a scenario that is relevant and significant to your target’s lifestyle and values.

One of my favorite marketing campaigns perfectly demonstrated the power of storytelling; the MasterCard Priceless campaign. I am sure you remember a “priceless” scenario that caught your attention and touched you at a deeper level-either with humor, inspiration or aspiration. Was it the one about baking lasagna from scratch?

Lasagna noodles, ground beef, sauce, cheese: $47

(picture of a box of frozen lasagna)
a backup plan: priceless

Or the one about a small business to call your own?

Business suit: none
Office cubicle: none
Corporate ladders to climb: none

A small business to call your own: priceless

People remember stories that touch them. More importantly, people love to share stories and that is where we can leverage Social Media…

Get your customers to send you the story of how they personally interact with your brand, how your service or product has improved their life or solved their problem…Engagement is the new marketing metrics, as per Forrester, it incorporates: Involvement, Interaction, Intimacy, and Influence.

Are you connecting with your customers? How are you engaging them?

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