Why you need to tell stories

It’s estimated that the average person encounters between 6000 and 10,000 ads each day. It seems like an incredible number but it does make sense – we are constantly connected, whether that’s in person, online or via social media.

So how do you stand out when so much information is bombarding your customers? 

Enter the ‘art’ of storytelling.

Yes, it’s an artform.

Like HubSpot says, storytelling is not a process or a technique, it’s art. It requires creativity and vision, patience and practice. Grabbing someone’s attention can be tricky. Tell them the right story in a meaningful way though, and you may just cut through the noise. 

It’s not just a buzzword

Humans have been telling stories since the dawn of time. 

As toddlers learn to speak, they ramble away getting their point across. As they grow, school begins and stories are both written and told. Speeches are made at weddings, birthdays and even funerals.

Everywhere we look, stories are being shared. 

Why would your content marketing be any different?

The fact of the matter is, if you want to get your point across, you need to inspire, encourage, entertain and inform.

If you want to connect, you need to tell a story. 

Why tell stories? 

In marketing, your objective is to sell a product or service that your consumer needs. Your mission should be to solve a problem they’re having. 

But it’s not enough to simply waffle on with features and offers you can provide. In fact, most people won’t even remember a list of things. People will, though, remember a story. And if you’re lucky, they’ll go and share that story with others. Hook them with a compelling tale and they’ll likely remember your brand. 

As an added bonus, thanks to the beauty of technology, there are several ways to tell a story as well – whether that’s with words or visually via images and videos; there are so many ways to get your point across. Just make sure you do it well. 

Prove it, we hear you ask

Will do. 

There are plenty of brands doing a cracking job at telling a story, which in turn is driving their brand awareness. And their bottom dollar. 

It’s an oldie but a goodie, and we’re pretty sure it makes everyone cry when they hear the opening bars. In 2014, Qantas released their Feels Like Home campaign, hitting everyone in the feels about coming home to their loved ones. Going back even further, the iconic I Still Call Australia Home has become so synonymous with the airline, people automatically think of Qantas when they hear the song. The campaign was recreated last year in the wake of travel restrictions due to Covid-19. Literal goosebumps.

For something a bit more recent, Suncorp recently launched The Drive, showing the brand’s commitment to the game of netball and women’s sports. The campaign shows a family’s dedication to their daughter and sister on her journey as she moves from a junior netballer to an elite level.

While there is a logo at the bottom of the screen, it is quite inconspicuous and it’s only on the final frame that you really find out who is behind the story. 

There’s no denying that storytelling resonates. It connects. 

And you can do the same in your writing.

In fact, we’ve been doing it all throughout this blog. Did you catch it?