![]() ![]() Our brains are hardwired to accept information when told engagingly, rather than spewing cold, hard facts.Īccording to Fast Company, “When reading straight data, only the language parts of our brains work to decode the meaning. And, in the United States, the campaign was credited with increasing sales by more than 2%, reversing more than 10 years of decline in Coke consumption. The campaign was a huge success, with more than 150 million personalized bottles sold. By putting customers’ names on their products, Coca-Cola created a personal connection with its audience and made its brand more relatable. Learning how to tell a brand story is possibly one of the most important skills marketers can have today.įor example, think about the success of Coca-Cola’s “Share a Coke” campaign. People connect with stories because they provide context, emotion, and empathy. What’s more effective is creating stories and a relatable connection with your audience. While these elements can be important, they can also overwhelm the consumer. Oftentimes, marketers throw facts, figures, features, and brand attributes at their target audience, trying to appeal to a customer’s rational side. Storytelling Makes Your Brand More Relatable The truth is, nothing moves people like a good story. It’s a method that should underlie every facet of your content marketing. Here’s the thing, storytelling isn’t just another useful tool in any content marketer’s toolkit. ![]() That’s how much storytelling truly means to people. Their final average markup value for their sample set was 2,700%.Īlthough the items held no intrinsic value – they were useless trinkets from thrift stores and garage sales – the stories proved their worth 2,700-fold.įor the buyers, they were paying more because of the story than for an actual physical object.They sold the items for a total of $3,613.They added fictional stories to each item and sold the products online.Rob and Joshua spent a total of $129 on 100 items.Then, they asked other writers, including journalists, mommy bloggers, and bestselling authors, to create backstories for each of their valueless Significant Objects. (Her husband Brian is also the amazing photographer behind my profile photo.) Here’s the story Michele shared:īack in 2009, two reporters – Rob Walker of The Washington Post and Joshua Glenn from The New York Times – created the Significant Objects Project with the belief that “stories are such a powerful driver of emotional value that their effect on any given object’s subjective value can actually be measured objectively.”įor the project, they purchased 100 insignificant objects like those you see here. So when I started writing Mean People Suck, I knew I wanted to include it. She shared this story with me a couple of years ago when we met over coffee. Michele Miller is a true content thought leader and chief storyteller at Magento. The results of it really shifted the way I viewed marketing. When I learned about the project, I was floored. It’s called the “Significant Objects Project.” There’s a little story about a research project I want to share with you to demonstrate the impact storytelling can have on marketing and product value perception. Marketing with stories makes your brand more relatable, creates an emotional connection, and gets your audience to act. The story should not be about your brand or product. ![]() Because of its ability to resonate deeply, you should incorporate storytelling into your content marketing.Storytelling is one of the most powerful methods available for getting results.Let’s take a closer look at why storytelling is so important and how you can elevate your brand with tips for great story-driven marketing. Through stories, the marketer builds an emotion-bridge from brand to customer that is far stronger and more compelling than traditional motivators such as price, extra features, or loyalty programs. It’s about making an experience they won’t forget, one that hits home with your audience and builds connections that go way deeper. It’s about crafting an aura around your brand that grabs your customers, stirs up their feelings, and gets them to take action.īut it’s even more than that. Storytelling isn’t just about pushing a product or service. And according to Edelman, 63% of consumers said they remembered a brand story when making a purchase decision. Not convinced? A recent survey shows that 92% of consumers want brands to make ads that feel like a story. ![]()
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