Mastering the art of storytelling for ads
As a species we share more than 60% of our genes with bananas (Pfizer), but if we have one uniquely human genetic trait it is the art of storytelling.
Storytelling is a powerful way of communicating and connecting, because it not only conveys information, but does so in a way that evokes our emotions and imaginations. This gives the information a far greater chance of holding our attention and imprinting into our memories — and that is what makes it such a powerful marketing tool for building a memorable brand and achieving maximum growth.
At a time when CFOs and senior finance leaders are reducing budgets to fight inflation marketers need to be especially smart with their budgets, and this makes it even more important to prioritize effective brand storytelling. Analytics Partners’ “The Marketer’s Guide to Survive (Even Thrive) in 2023” recommends allocating at least 50% of marketing budgets towards brand and upper-funnel marketing activities this year.
The key to great brand storytelling is having a structure in place that enables marketers to bring emotions and imagination into the storytelling process. Here are some tips to help you create a successful storytelling engine for your brand and we recommend creating a mix of all of these approaches.
Ignite with imagination
The success of your storytelling engine depends on how well you can add your own personality and style to it. The structure should be subtle and not take away from the story itself. The customer is the main character in your story and the core of your advertising should be a storytelling engine that showcases their transformation.
Use data intentionally
Data can be a powerful tool in backing up the story you're telling. When used effectively, it can add credibility to your story and make it even more compelling. Aim to use at least 1 data point to support your story and make sure it aligns with your narrative.
Structure your story
Humans respond well to structure, and there are a number of frameworks that can be used to shape your story. Some popular structures include:
Identify the hero of your story - this could be your customer or your product.
Depict the hero's ordinary world - show the hero in their everyday life before they encounter your product or service.
Show how your product or service can help solve the hero's problem or make their life better by showing the hero's transformation.
Present the plan - clearly show the steps of how your product can help the hero solve their problem.
Call to action - invite the hero to take action and start using your product or service.
Highlight the stakes - show what's at risk if the hero doesn't take action.
The goal of storytelling in advertising is to connect with your target audience and build emotional connections that will drive sales and brand loyalty.
Talk to a niche: The best stories are told to specific groups of people who will resonate with them the most. Make sure you understand your target audience and craft your story in a way that speaks directly to them.
Nail the hook: The hook is the first impression you make on your audience and it's crucial for getting them to stick around for the rest of your story. Make sure your hook is short and catchy.
Sell the transformation: The essence of great storytelling is the transformation that the main character goes through. Focus on what your brand can do for your customers and how it can help them transform their lives.
Storytelling is an essential component of successful marketing. By following these tips and creating a storytelling engine that showcases your unique brand personality, you'll be able to engage your audience and build a strong, memorable brand.
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