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Storytelling: An Effective Marketing Strategy

Elizabeth De Leon
We watch a movie, read a book or have a binge of the television series of the moment for a single reason: because it tells a story that interests us.

This concept of telling an interesting story is not only valid for the world of entertainment, if used intelligently it is capable of increasing the audience's interest in our brand.

How to use storytelling effectively in 2022 for an effective marketing strategy? Let's start with the basics and discover together the best practices of this communication technique.

What is storytelling?

Storytelling is one of the pillars of emotional branding, because it is based on emotions.

The term storytelling is made up of two words in English, story y telling and it can be translated literally with the expression “to tell a story”.

Storytelling is a narrative and creative communication technique: it consists of telling a story to attract attention, stimulate a specific desire in viewers and persuade them to take an action.

Big brands have been adopting the storytelling technique for some time now and use it to communicate with their customers and gain their loyalty.

How can we best use the technique of storytelling?

Integrating the storytelling technique into your marketing strategy is a winning move, but how can we do it the right way and at the pace of the times, involving as much as possible? Here are three points to consider in creating effective storytelling.

1. Stay up-to-date and listen to the needs and wants of your audience

The stories that are most effective are those that are based on truth and that deal with current issues because they are able to create effective connections by communicating values ​​in harmony with the cultural and social context.

In this historical period characterized by environmental, social and economic crises, brands must be able to take a stand on issues that are important to people and, above all, communicate with empathy, personality and opportunity.

Therefore, it is essential to pay attention to the sensitivity and real needs of your audience.

2. Choose the right tone of voice 

When we create a marketing strategy we must always keep in mind that we are targeting people, who are multifaceted figures driven mostly by emotions and values.

Therefore, to communicate effectively, a brand must be able to identify its target audience and communicate with it showing humanity and personality, avoiding a communication approach of up towards down (from top to bottom with respect to the client) that would be too authoritative. cold, listless

3. Make your audience empathize

One of the strategies that a brand can use to get closer to the public is to tell stories whose protagonists are people with whom its target can identify.

This is a very effective lever, as the message you want to convey will be more understandable and those who witness the narration will feel directly involved. For this reason, it is essential that the brand be able to create a story in which the chosen target can be projected by referring to events, problems or joys of their day to day.

Consumers tend to buy a product or service not only because of its brand, but also because of the values ​​it expresses, its history, what it stands for and what it believes in. Storytelling means letting your brand speak, giving it life, making it interesting in the eyes of users.