Two (Less Common) Reasons to Incorporate Storytelling into Marketing Communications

If you Google any variation of “storytelling in marketing,” you will get millions and millions of results. While some of those results are probably lackluster, it is safe to say there is a lot of information about this subject. Most of the articles I’ve read talk about how to use storytelling to connect with your customer and appeal to them emotionally.

While I agree with those articles, there are two other reasons to use storytelling in marketing communications that are not talked about as often. Or at least not as explicitly.

1) Using storytelling in your marketing communications helps you not be boring. I. hate. being. bored. I. hate. boring. things. I. reject. boring. marketing.

Ah, now that you know where I stand, I can elaborate. As someone with a particularly active mind, being bored is my kryptonite. As a marketer, when I see a communication piece that can be described as boring, I take it personally. I get mad. The culprit is almost always a lack of storytelling. It is my belief that you can take any topic, no matter how mundane it is, and make it interesting. As a marketer, it is our duty to do so!

Some may ask if it is worth taking the effort to do so. The answer is yes. The reason being is now more than ever, consumers are being inundated with ads. Unless you make your communication piece captivating, they will immediately tune you out or change the channel. Creating boring ads is the equivalent of throwing your marketing budget into the wind.

By using storytelling to make your communication piece compelling, you have a much greater chance at a consumer receiving the message you’re trying to deliver. It’s also worth mentioning that the creative fulfillment in doing so is a nice added bonus.

2) Using storytelling in your marketing communication helps you be more memorable.

Many of the articles online talk about reaching the consumer emotionally by storytelling. It makes sense. It’s a powerful thing to be able to make consumers feel a particular way.

But what is the real benefit of doing so? By making your consumer feel an emotion in a communication piece, they can better remember it. This is one of my favorite videos that discusses the concept of memory and emotion. This is especially critical when you’re in a market with a lot of competition, or if you’re a new brand because you want to stand out and increase your brand awareness. Well, the only way you can accomplish those marketing goals is by being memorable.

Want to see an example of storytelling? This is how I wrote about marketing ethics. Talk about a “boring” subject!