How do you make your content stand out in the crowd? Make no mistake, no matter what channel you’re using to try to reach your audience, you’re competing in an oversaturated field. As soon as somebody discovers a new angle, such as applying video marketing strategies in the B2B space, everybody else jumps on board to add their voice to the cacophony. So, what makes the difference between a message that cuts through the chatter and one that fades into the background?
There’s no sign that the amount of competing content is going down in volume. People see as many as 5,000 ads a day, up from about 500 daily in the 1970s. Video marketing is already well entrenched in the business world—in 2020, 85% of businesses were using video as a marketing tool, and of those, 99% said they would continue doing so. Understanding how to make a connection with your audience is the essential key to setting your brand apart, and effective storytelling is how to do it.
Why Stories Work
Stories are the natural way people share information with one another, and a form of communication we instinctively seek out. Think about all the books you’ve read or movies and TV shows you’ve watched. Stories can educate and entertain us. Most of all, though, a story creates an emotional response that transforms what could be a dry set of facts into a memorable message that resonates with the people you’re trying to reach.
Think about what you want your marketing or your pitch to accomplish. You want your audience to remember the information you tell them. You want them to feel a connection to your brand. Most of all, you want to move them to action. Storytelling is at the heart of any strategy to meet all these goals at once.
Stories are easy to remember because they connect the dots in an emotionally resonant framework. Psychologists have found that you’re far more likely to recall information you learn as part of a story—20 times more likely, according to Jerome Bruner’s research. That framework makes stories easier to retell than a collection of facts and figures and thus easier for your audience to share with others. If you’re trying to present complex information, storytelling can also make that data easier for your audience to comprehend and retain.
Stories help you focus your message on the big picture. Your potential clients want to know how you and your brand can help solve their problems. Creating a story that shifts the focus from what you do to why you do it lets you get past simply sharing facts to crafting an inspiring message that harnesses emotion to give it impact.
Why is emotion so important? Emotions are what motivate us to act. Research has shown that emotional ads are twice as effective as those based on factual information alone. Different kinds of emotions elicit different responses, so choosing your approach hinges on what you want your audience to do with the message you’re giving them. Emotions also forge bonds between your brand and your customers, essential for building loyalty.
Your Story Coach
Telling a story sounds simple, but often we have so much to say that we don’t know where to start. If you know that you only have a short time to capture your audience’s attention, it can become even more difficult to confidently get to the essential core of your message and build a strong connection with them. Squash and Stretch’s story coaching can help you get right to the strategy that works to unlock growth and success.
Optimized messaging resonates with your clients, producing results you can see in increased sales and profits. Our Story Maker, Karl Pontau, knows how to use stories to influence, inspire, attract, and motivate your ideal clients. He can help you tell the right stories to build your brand and your business. Don’t miss opportunities by settling for forgettable marketing. Join Karl as he unlocks stories by contacting us here.