Why Storytelling Matters and How to Use Stories in Marketing

December 26, 2017

It’s been proven that consumers find stories more compelling than data, and for good reason.

Studies show that 92% of consumers prefer ads that feel like a story and that stories are 22 times more memorable than facts alone.

The reason stories have more impact than data and facts is because our brains will actually translate stories we hear into our own experiences. This means consumers feel emotion when they hear a story and are able to connect with your brand on a more personal level.

So what does this mean for your brand? How do you tell your story through marketing?

Visual Storytelling

Get Visual

Another psychology fact for you: our brains process images 60 times faster than words. This means that, combined with the emotions that play into storytelling, your brand’s message can make a powerful impact if conveyed through visuals.

Visual storytelling can be implemented through video, images, illustrations — whatever makes the most sense for your business. This is where knowing your audience is important. If your audience can appreciate a long-form blog post or white paper, then be sure to include strong images to supplement it.

But if your audience has a shorter attention span, a quick how-to video may be the best way to go. The key is to stay on brand by making sure the medium used to tell your story reflects your brand’s overall mission and message.

Personal Brand Storytelling

Be Personal

Relatable content is the quickest way into your customer’s heart. Connecting with a brand’s message on a personal level makes consumers feel like that brand understands them and will provide them with what they want or need.

Don’t hesitate to share the personal side of the business, like how it began, who the team behind it is, a day in the life, etc. It can be easy to fall into the business side of things by forgetting to share personal anecdotes and details and keeping things strategic and professional when it comes to marketing. But consumers want to get to know the people behind a business.

Personal stories will resonate with your audience by bringing your brand to the same level and serving as a reminder that we’re all just humans, after all!

Storytelling Call to Action

End with a Call-to-Action

When it’s all said and done, you want consumers to take action. Once you’ve gotten their attention with your story, it’s important to guide them to the next step. Whether it’s buying a product, attending an event, or visiting your website you need to let your audience know what you want them to do next.

Your call-to-action should be clear; include your website link, an image and link to your product, social media handles, or wherever else it is that you want them to visit. A good CTA will help make a lasting impression and tie your story and content together.


Digital Marketing for Women Entrepreneurs

Hummingbird Collective offers blogging, SEO, social media and other digital marketing services to small businesses and nonprofits in the Denver area and beyond. We love working with passionate organizations who are ready to take the next step in their digital marketing efforts. Reach out to us online for more information about our digital marketing packages, or call us at (720) 442-0772 to tell us more about your story!

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