No man’s alien to stories. We all have spent a good chunk of our childhood listening to stories that have fascinated us, inspired us and stayed with us. Ever thought why some of us still carry the memory of those stories we might have heard years back even today during a mid-life situation? The answer’s simple. Stories do not just have the potential to inspire us, but also carry a good reason to lure us. They convince us a reason to sail through daily-dealings. They can make us laugh, they can also make one cry. But most importantly, in the business sphere, they make firms sell. And isn’t that the whole point after all?
Due to this very instinct of a story to enable a sale makes it an important aspect in advertising firms. Nowadays since video marketing is the new deal, people have intertwined their storytelling skills with video marketing wherein they brief their customers about themselves. And it’s working pretty fine! The origins of brand storytelling can be found in a farming journal that was founded more than a century ago. It’s called “The Furrow” by John Deere. Since they first started out as a print publication, they have used corporate storytelling as a way to engage their audience. Corporate storytelling has, since then, evolved throughout the years in an effort to sharpen their skills in terms of storytelling.
However, the question sustains that how did it strike people to mix storytelling in advertising and marketing? What makes it so effective in a professional sphere? Your answers would all be solved in this very blog. Read on and enlighten yourself…
The Power of Persuasion in Advertising
If we compare a time when commercials were strictly about the product, it’s pretty evident we’ve come a long way since that isn’t the case anymore. If we juxtapose the commercials from back in the time to the commercials that air today, we see how there is so much information- like literally! Today it’s like we’re not getting ourselves familiarized with the product, but we’re also understanding what all benefits come along with it.
For instance, take a simple shampoo commercial. Since people are more inclined towards opting for a natural alternative of products, there are commercials that are all about herbal shampoos and their benefits. Moreover, they’d convince you why your purchase would be worth the money you’d spend on them. And this has convinced a good chunk of people out there too! This very strength of persuasion is the power of advertisement in today’s time.
The Science of Marketing And Storytelling
Professor of neuroscience at the University of Southern California Antonio Damasio makes the case that emotion is a necessary component of almost all decisions in his book Descartes’ Error. When faced with a choice, feelings from similar or prior experiences render possibilities of us thinking about values. These feelings influence our preferences, which influence our decision. Damasio’s theory is supported by research he conducted on individuals whose brain connections between the “thinking” and “emotional” areas had been disrupted. They were able to reason through facts about different options, but they lacked any sense of how they felt about them, making it impossible for them to decide.
Notwithstanding, the the following four points create a strong argument for storytelling and illustrate the important role that emotion plays in customer behavior:
- Consumers generally employ emotions that stem out of personal experiences/feelings while comprehending the brand to go for. And that’s because of a factor called Functional Magnetic Resonance Imagery or simply, fMRI. It’s barely about the information of the brand or the product they’re witnessing on their own.
- Advertising studies state clearly that the emotional response of a person ranges from 3-1 or 2-1 whenever it’s exclusively about the emotional impact that the product has rendered. The advertisement content is hardly considered.
- A study conducted by the Advertising Research Foundation claims that a product’s “likeability” factor speaks volumes about a brand’s sales.
- Studies also reveal that compared to trust and other judgments based on a company’s qualities, positive emotions toward a brand have a considerably bigger impact on consumer loyalty.
Why is Brand Integration vital in Advertisement?
Since businesses are aware of their customer’s requirements and have their best interests at heart, their ideal audience will feel like they are a part of a community when they naturally relate to the brand. Let’s examine a few causes that explain how:
Audience get a reason to connect
Customers now have a reason to follow your logo rather than just following it because it’s there. And this is an approach that develops organically when convinced well about your story. Customers want to understand who they are buying from, their core beliefs, and the general direction that their money will be going. Similarly, narrative-based content gives companies human values and characteristics, which makes them more approachable and relatable. Think about it- would one be compelled to make a purchase from someone whose website, for example, was uninspired, overly “keyword-centered,” and generally gave the impression that it was operated by robots? Most likely not.
A product or service was ultimately developed to benefit people. Utilizing stories strengthens a businesses’ sense of community. And individuals make purchases from those they feel comfortable doing business with.
Strengthens brand personality
Every brand has particular values and traits that people connect with, whether firms intentionally promote them or not. A brand personality is made up of many different components, such as graphics, a website, messaging, and now more than ever, opinions on crucial issues. It relates to “who” a client is speaking with. Simply putting up your website and calling it a day is no longer acceptable. A company must be genuine, incorporate their worldview into their work and use their personal experience to show why that viewpoint is important. This makes it easier for people to understand your why and encourages them to feel a connection to a bigger goal. This simply enhances a business and their brand idea among their customers, rendering a good reason for them to stay.
Assures better relationships
Most businesses are aware of the importance of connections in increasing brand loyalty and revenue. People who are associated with your brand in some manner are more likely to purchase from you again and, under the appropriate circumstances, even suggest your company to others in their network. Making a thorough map of your company’s user personas is the simplest approach to ensure that you are using storytelling in marketing to seduce and fascinate your audience. These recommendations will enable you to comprehend your audience’s requirements on a deeper level and start communicating in their language. One of the many elements that may transform a good narrative into a great story—the type that keeps your audience coming back for more—is understanding your audience. And once businesses put an effort in doing so, they assure themselves a loyal customer-base that carries on with them in the longer run.
One of the most effective ways to draw in listeners, keep their interest and prompt response is through storytelling. Stories help one establish lasting relationships by cutting through repetitive marketing messaging. With story-based marketing, brands can reach out to your ideal clientele right away, help them through their challenges and onto success, and demonstrate your values to them.
Do you have a story to tell? We, at Klara Fardiga Films have got you covered. Check us out on our website linked here and choose your requirement according to the pack you feel is most suitable.