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Storytelling as a marketing strategy can be a powerful approach to selling your product or service. It focuses on the buyer rather than the product, in an effort to engage your audience. Storytelling can also strengthen your brand’s identity.
Advertising a product by telling a story, when done well, captures the buyer’s attention and provokes an emotional response that resonates in a way that people remember. It humanizes a brand, as people are the focus: their needs, desires, obstacles, or values. A good story inspires an audience to identify with the people in the narrative. A story may show the customer as a hero overcoming an obstacle or coming to a realization, and often ends with a success. Stories can also appeal to your customer’s value system, when targeting a specific group of people. The stories may be a call to action, identifying your brand with a cause.
You are also offering something to the customer by telling a story by entertaining or educating them. If buyers feel your company isn’t simply asking for them to buy a product, but attempting to identify with them, and in this way putting the buyer in the focus, buying your brand can become an expression of their own identity. Storytelling’s aim is to reach out and form a relationship with your customers by placing them in the center and speaking to their emotions, hopefully inspiring their loyalty in the process.
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