Brands have many leavers to market their goods; one of them is creating a bespoke narrative. There are millions of products made by the minute, and they have profound similarities. Hence, the need to use stories.
Since ancient times humans have been telling stories about their lives and accomplishments. Now, storytelling is part of our lives. A product without a relatable background story is not of differentiated value to a customer. An audience that your story can't move would never take interest and buy that said product.
Stories are omnipresent. So, they can take different shapes: tales, anecdotes, chronicles, and so on.
Therefore it is best to follow these key points:
Consistency and authenticity when shaping the narrative.
Knowing and analyzing your audience.
Communicating the problem you solve with the product as an answer.
Building your story character around the product.
Connecting with your community.
According to Paul J. Zak's research, character-driven stories consistently cause the synthesis of the oxytocin hormone. Further, the amount released by the brain matches the people willing to buy a product or donate to a cause, when, and only when a narrative is used.
Stories motivate voluntary cooperation.
Also, Brian Boyd explains in his book On the Origin of Stories: Evolution, Cognition, and Fiction, how our minds are shaped to understand stories.
Art is a specifically human adaptation. It stems from play, which is a common adaptation among more intelligent animals. It provides tangible benefits for human survival. Our love of stories, in particular, has sharpened social cognition, encouraged cooperation, and fostered creativity. Besides, as social creatures, we humans depend on others for our survival and happiness.
In the business world, good stories— what differentiates a good product from a premium one.
The following are some key points to consider when using stories in business:
Character-driven stories with emotional content better understand the key points a speaker wishes to make and improve the recollection of these points weeks later.
The use of stories can benefit organizations. People are much more motivated by their organization's ability to improve people's lives than by selling goods and services.
The use of stories as founding myths for companies; having an origin story or history is an impactful means of conveying transcendent purpose.
Amazon is the best example. In The Four: The Hidden DNA of Amazon, Apple, Facebook, and Google, Scott Galloway tries to connect evolutionary anthropology to mighty companies like Amazon and understand how tapping into basic instincts and needs has resulted in some of the most powerful entities in the history of business. As Galloway said, "Amazon eases the pain of drudgery—getting the stuff you need to survive" that is the reason people keep buying from it. Survival is deeply ingrained in human nature.
Hence, when adding a good narrative to the tapering, you create your miracle, your winning card.
Storytelling is the core competence of Amazon. Its Strategy: "Huge investments in consumer benefits that stand the test of time—lower cost, greater selection, and faster delivery." teaches us that reshaping the relationship between the company, its customers, and the shareholders. All this is achieved through the art of brand storytelling.
Storytelling is the future of marketing. Brands use it to sell products. It exploits human nature and targets emotions, instincts, and needs that make the audience relate to the product/service. But one shall be careful when tempering those three (emotions, instincts, and needs) to be one of the best in their field.
Whether you work for non-profits, sports and recreation, health and wellness, or as an entrepreneur; how you narrate the story of your product is how the customers view it—it affects the sales and your wealth—. With CINTA & Co. you will discover a winning business model narrative. The right tools will be delivered to you with a simple click. Subscribe to get our free content and be the first to hear about our updates!
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