Storytelling Marketing: Why you should focus on storytelling

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Telling exciting stories is an art. However, it is an even greater art to motivate people to take (buying) action through your own storytelling.

Once upon a time, his boss gave him the task of telling a story. It had to be exciting, individual and emotional. The subtly hidden information about the products of the employee's company had to be permanently placed in the minds of the customers. And ultimately encourage them to buy. That was the catch of the task.

The employee racked his brains and tore his hair for hours. "What's the best way to do something like that? Not so easy," the employee thought to himself and cried bitter tears. He knew neither in nor out. Suddenly a little bird chirped the solution: "The creative minds of B2IMPACT will help you out!

A query was quickly written, a first meeting organised and a compelling story written that exploded product sales. The employee's boss was very pleased and rewarded him with plenty of gold and prestige.

Do you see what is happening here? This is a so-called "storytelling" format in the phoenix-from-the-ashes structure (highly simplified, of course). In the story, a problem and the ensuing crisis are dramatised. In this way, the solution becomes a real salvation through a product or service for the client, in our example of course the work of B2IMPACT.


What is storytelling?

Attention, now it's getting theoretical: marketing by means of storytelling is a method used in the sales industry to introduce the recipients of a target group to a product or service with the help of dramaturgical methods. Brand to bind.

Are you still awake? The example of the little employee is much more exciting than this dry storytelling definition, isn't it? And that is exactly the goal of storytelling. Instead of clumsy advertising slogans and a boring stringing together of facts, you become a storyteller, offer your target group entertainment, strengthen brand loyalty and thus increase sales figures.


5 classic storytelling elements

Inspiring with storytelling, i.e. inventing an exciting story that captivates the reader from beginning to end, is not that easy. In any case, the suspense of the story is essential. This is built up continuously from the first moment and remains until the end. Regarding the basics of storytelling - whether business storytelling, online storytelling, brand storytelling or storytelling podcasts - one can roughly say on five classical elements orient:

  1. An emotionally significant initial situation for
  2. a main character who
  3. Conflicts, obstacles and crises experienced.
  4. Before and after effect: The figure undergoes a recognisable development.
  5. Climax: The moral of the story leads the reader to your products or services.


Why you should not do without storytelling

The marketing tool is becoming one of the most successful tactics and techniques in modern corporate communication. Just think, for example, of Felix Baumgartner's sensational jump from the stratosphere, which so effectively "gave RedBull wings" in the media. Nespresso is also often cited as an example when it comes to successful storytelling. Keyword: George Clooney and his journey to the coffee bean growing regions.

According to a Study by Google in collaboration with Motista and CEB, new buyers and customers are 50 per cent more likely to engage with your brand emotionally. It starts with your company's goals, mission and vision - when B2B buyers identify with your brand, long-term trust is created. Furthermore, 68.8 percent of B2B buyers are even willing to pay a higher price to do business with a brand they believe in.


Emotions create trust

Based on the same study, 71 percent of the B2B buyers surveyed only buy when they see the personal value in your company. But what does "personal value" mean in B2B marketing? It is the professional, social and emotional benefits you experience in addition to the product itself. Simply put, emotions increase customer satisfaction and the customer experience. Although these are not explicit emotions like happiness or sadness, they are deep-rooted emotions that are powerful enough to influence decision-making. At the end of the day, the purchase is the risk. Buyers need to trust the sellers that they will not be taken advantage of. Furthermore, positive emotions increase the loyalty of customers and improve the chances that they will become true brand ambassadors.

Digital media today offers so many opportunities for brands and businesses to engage your customers by telling stories about your business. So now you're in the mood for your own story and storytelling? Then don't rack your brains for hours and tear your hair out like our contributor in the story. Listen to the little birdie and make an appointment with our experts today.


Read more here about Storytelling

Written by

Picture of Daniela Purer
Daniela Purer
Head of Corporate Publishing - Daniela is a passionate journalist and expert in corporate publishing. She accompanies the process from brainstorming and conception to the finished product. Her texts are convincing according to all the rules of storytelling.
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