Storytelling: we have another trendy term, but fortunately there is every reason for it. Because if, as an online marketer, you know how to implement storytelling in a good way, you may well leave a lasting impression. And isn't that the ultimate goal of every SEO department? After all, storytelling is like a kind of art expression that, if done right, never perishes. The subjective outlook and the use of emotion are the ingredients that make the difference.
Especially in 2020, storytelling marketing is coming back to the fore, because we are just a bit tired of corny statistics and boring facts. With the abundance of information, we only seem to be stimulated by expressions that are different. With storytelling, you are different and give your company a face. Just make sure your story strikes the right chord, from the first word to the last.
What is storytelling?
Ask yourself when was the last time you were really touched by a marketing campaign? Probably not after seeing accurate (but boring) statistics. You see, tables, facts and figures can be thrown around all you like, but we only really change our minds when they are accompanied by a good story.
To convince on both a personal and business level, extensive studies and a healthy dose of rationality always come in handy, of course. But what really matters is to touch your audience on an emotional level. With storytelling marketing, you make your target audience part of the story. It is only at moments like these that you as a brand will stick around. Even better: with a bit of luck, they will pass on your message again with full enthusiasm.
Examples of success stories
We asked you above if you could remember some marketing campaigns that have touched you or at least stayed with you. All of us obviously have a few personal favourites, but chances are you are likely to know the success stories below as well.
Albert Heijn's 'Mr van Dalen' 1.
The story of the always good-humoured Albert Heijn-supermarket manager Mr van Dalen conjured a smile on viewers' faces too. The fact that Mr van Dalen became a true advertising icon in our country is telling. His departure from the supermarket chain after 10 years of working there therefore hit like a bomb. For television viewers in the Netherlands, Mr van Dalen was a welcome guest. Harry Piekema, his real name, made his first appearance in an AH commercial on 19 June 2004. After 153 commercials, he called it quits.
ING's 'Love Beats Money' 2.
The title of this short film is telling. This social experiment explores in a confrontational way what people consider more important: money or family & friends. Each time, two people are pitted against each other who used to have a close relationship, but have lost contact due to a financial dispute. Both people are interviewed separately about the issue and are then shown each other's interview. They are then presented with a choice: do you choose money or love? What was massively chosen really needs no explanation. But gosh, what emotion.
3. This could happen to you too from Interpolis
We all know that talking on the phone or using an app behind the wheel is life-threatening. And yet 89% of people sometimes use their mobile phone behind the wheel. Often we think it's easy to do it for a while, and that's initially true of the people in the video below. But then Coen comes and sits opposite them. Who explains that he drove into a car when he was busy using his car kit. The consequences of his inattention were fatal. And so were the reactions of the shocked listeners in the video. Again, what emotions again.
The ingredients of a good story
It may sound old-fashioned, but storytelling is still extremely effective. Politicians who manage to connect the right elements attract voters to the polling station. Organisations that manage to evoke emotions with storytelling know how to bind customers to their brand. For as much as we in the Netherlands classify ourselves as rational creatures of the first order, we too are prompted by emotions to take action. To do storytelling marketing well, however, you have to succeed in casting your vision in a story that captures the imagination. Moreover, the fact that a good story appeals to the listener's emotions does not mean overacting. Success stories therefore have the following ingredients:
- Honesty: captivate and persuade, but always remain honest.
- Know your target audience: know what resonates with your target audience.
- Relocation: Ask yourself if you would also be interested in the story.
- Simplicity: keep it as simple as possible, your story should be able to be described in one line.
- Passion: make sure people are touched by the story. Triggering emotions is perhaps the highest achievement for a company or brand.
Why storytelling for your business?
Storytelling is the new gold, because stories sell like no other. Through storytelling marketing, listeners identify with the main characters in the story. The receiver of the message moves into the role of the protagonist. What the protagonist feels, your target audience should also feel. Well-executed storytelling marketing takes the reader on a journey of discovery through all kinds of special places. The brain and heart then do all the other work; imagining, associating, recognising, you name it. For example, why did you think most websites have a page with references and experiences of others? A personal experience sells a lot better than statistics. Figures inform, stories convince. Stories create connections and definitively win people over. Why? Because people recognise themselves. Good, we have now had plenty to talk about. It is now time for your story.
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