Okay imagine this: You’re scrolling through Instagram and dodging ads like a pro when suddenly, one stops you in your tracks.
This ad is a short video about a young girl who saved her pocket money to buy her dad his favorite wristwatch on his birthday. The dad begins to cry and boom! you’re crying too or you are almost crying. Then a brand name that had helped the girl to save her money appears on the screen. Both of us know that you won’t just remember the brand, you would also feel connected to it and you would want to use their product/ service to save money for reasons that are particular to you.
That, my friend, is the power of storytelling in marketing.
So what is Marketing Storytelling?
Marketing storytelling is the art of using narratives to communicate a brand’s message in a way that resonates emotionally with an audience. Instead of just throwing statistics, product features and pricing at potential customers, storytelling makes them feel something which could be joy, nostalgia, inspiration or even FOMO (fear of missing out).
Think about it. Would you rather hear:
Option A: “Our perfume has long-lasting and amazing floral scents.
Or Option B: “She walked into the room and heads turned as the mesmerizing scent of jasmine and vanilla lingered in the air. Then the young man she was meeting as her date exhaled and smiled after hugging her as he said, ‘You smell amazing. What is that?’ She smiled before saying, ‘It’s [ Insert your Brand Name].’”
Option B wins, right? Of course, it would!
That’s because stories make people see themselves in a situation rather than just being told about a product.
Want to know more about this essential ingredients in marketing and how to use it in your business? Keep on reading…
Why Does Storytelling Work in Marketing?
This is because people don’t buy products. Absolutely not! Instead, they buy emotions, experiences and solutions.
So here’s why storytelling works like magic in marketing:
1. It Triggers Emotions:
Neuroscience backs this up. According to research by Harvard professor Gerald Zaltman, 95% of purchase decisions are subconscious and driven by emotions rather than logic. When people connect emotionally with a brand, they trust it more. Storytelling helps you to achieve that.
2. It Makes Your Brand Memorable
Let’s be honest…how many ads do you actually remember? If you are like me, it is the ones with a compelling story that always stick.
For example, think about Nike’s inspirational athlete stories or Coca-Cola’s Christmas ads. Notice how well they did/ are doing with their stories?
This is to tell you that you might forget a product’s specifications but you’ll always remember how a great story made you feel.
3. It Builds Stronger Relationships
When brands share relatable stories, they create a human connection with their audience. This is why small business owners who tell their personal struggles (e.g., “I started this business with just ₦10,000 and a dream”) often gain loyal customers.
4. It Differentiates You from the Competition
This is so true. For instance, every bakery sells bread but the one that shares the story of how their grandmother’s secret recipe inspired their brand is the one people will root for. That is what storytelling does for you!
The Essential Elements of a Great Marketing Story
So, what makes a marketing story powerful? Whether you’re a small business in Benin or a freelancer in Abuja or a corporate brand in Lagos, here’s the formular for a great story:
1. A Relatable Hero:
Your story should focus on a person and not just your brand. The hero could be:
📌Your customer (someone who used your product and got results)
📌Your founder (the story behind your brand)
📌A fictional character (someone who is experiencing a relatable problem)
For example, instead of saying, “Our detergent removes stains,” telling the story of a Nigerian mother who is trying to remove tough stains from her child’s school uniform before Monday morning and gets a lot of relief from using your product works much better.
Why? Because it is so relatable and people connect and respond to what they can relate to.
2. A Conflict or Problem:
Every great story needs a problem. If there’s no struggle, there’s no reason to care. So identify the pain point your product solves and use it in your story.
For example: A fashion designer in Lagos struggles to get high-quality fabrics at affordable prices until she discovers your brand.
3. A Solution (Your Product/Service)
After highlighting the problem, introduce how your product or service saves the day but hey, don’t make it sound too salesy. The story should flow naturally.
For example: The fashion designer finds your fabric store, which offers quality at great prices, allowing her to take her business to the next level.
4. An Emotional Hook
Make the audience feel something like joy, hope, nostalgia or relief. If your story is just facts and logic, people will forget it.
Example: Instead of saying, “Our loan service is fast,” tell the story of an aspiring entrepreneur who finally got the loan she needed to start her dream business and show the joy on her face.
5. A Clear Takeaway
What’s the lesson or message? Your audience should walk away with something memorable.
For example: “Hard work is great but the right tools (like our service) make success easier.”
Examples of Brands Using Storytelling Effectively
1. Always (Like a Girl Campaign)
Always, a feminine hygiene brand, changed the way people viewed the phrase “like a girl.”
Instead of it being an insult, they turned it into a message of strength and empowerment. The campaign was emotional and deeply relatable and thus made it a huge success. We all can learn one or two from it.
2. MTN’s “Mama Na Boy” Ad
MTN Nigeria created an ad showing a family waiting nervously outside a hospital. When the doctor comes out and announces, “Mama na boy!” (meaning the mother has given birth to a baby boy), the family erupts in joy. The ad subtly promoted MTN’s services even as they focused on an emotional and relatable moment. It was beautiful to watch and gave MTN the right result which was to create a connection between them and the audience.
3. Jumia’s Small Business Stories
Jumia regularly shares stories of small business owners who have grown their brands using its platform. These stories make people trust Jumia more when they see real-life success stories.
How to Use Storytelling in Your Business:
You don’t need a big budget to use storytelling. Here’s how you can apply it to your brand today:
1. On Social Media
Instead of just posting product photos, tell a story with your caption. Example: “Meet Tolu. She struggled with acne for years until she found our skincare routine. Now, she’s glowing and doing shakara with confidence!”
2. In Your Ads
Don’t just list benefits when making ads, guys. You create an engaging short story that leads to your product and most likely achieves better results.
3. On Your Website
You can have an “Our Story” section that shares your brand’s journey in a compelling way.
4. In Emails
You can start with a personal story before introducing your offer while sending emails to your customers and leads.
For example, you can say: “Three years ago, I lost my job and had to start my business with just ₦5,000. Today, I run a six-figure company and I want to help you do the same…”
Conclusion
Marketing storytelling isn’t just about selling; it’s about making people feel something. When people feel connected to your brand, they don’t just buy from you, they also become loyal fans.
In Part 2 of this topic which is coming very soon, we’ll break down how to structure different types of marketing stories plus real-life storytelling frameworks that are used by top brands. This will help you take your storytelling game to the next level so you had better watch out for it.
)Now, over to you, my dear reader and business owner, what’s your brand story? Tell us in the comment section.
PS: If you haven’t thought about it yet, it’s time to start crafting one that will make your customers fall in love with your business and this is something Creative Chaos will love to help you do.
Quite an insightful write up ✍🏾💯 “people don’t buy products. Instead, they buy emotions, experiences and solutions.”♥️