Thanks to breathtaking cave drawings and ancient texts, we know that stories have been an integral part of human civilization for thousands of years. They have been tools, used to explain everything from human emotions and morals to the planets and oceans, long before that thing called the Scientific Method. Of course, stories have also inspired and taught valuable life lessons to children throughout history.

As time progressed, stories were incorporated into Renaissance artwork, novels, still photography, Charlie Chaplin films, concept albums, and even television shows like Desperate Housewives!

Despite this long history of storytelling, it wasn't until the early 21st century that businesses began to realize the power of storytelling in branding, sales, and engagement. However, many businesses are still not using the right stories to connect with their audience. Before we get to what the right ones might look like, let’s distill why stories are important to begin with.

Why Stories Matter

When introduced to the idea of storytelling-fueled advertising, it's easy to feel skeptical. Statements such as "Customers only care about what I do" or "I don't know how to tell stories" may seem like natural responses. But upon further examination, it becomes clear that showcasing what you do through storytelling can be mighty impactful. And all it takes is mindset and practice.

As a species, we’re driven by emotion, and stories elicit an emotional response that often supersedes logical thought. For example, consider reading a standard "About Us" page or analyzing a company's Wikipedia entry, versus reading a poignant rags-to-riches story of a founder/CEO. Which experience would have a greater impact on you?

What Stories to Tell

Each person lives their own unique story that motivates their actions: what they eat, where they travel, who they help, and what business to patronize. This does not imply selfishness, as even virtuous actions are driven by personal experiences and ambition. Therefore, it's important for businesses to recognize that the customer's story is paramount, and to incorporate it into the former’s storytelling. The customer is the protagonist, while a business is but a character, a sidekick if you will.

By emphasizing how their product or service improves the lives of their customers, businesses can cultivate attention and interest. For example, consider the difference between a basic statement of what a business offers and a customer-centric statement that focuses on fulfilling the customer's desires. The latter resonates more effectively with customers because it prioritizes them as the central figure in the story.

The Best Advertising in Twin Falls Uses Story as a Basis

Famed filmmaker Jean-Luc Godard once expressed that stories give simple form to complex realities. This concept holds true not only in movies, but also in business. By binding your business to a story, you can tap into human's natural responses to consistency and cohesion.

Just as the greatest chefs carefully select ingredients that will work cohesively in a dish, a business should craft a cohesive story that resonates with its audience. Delivering consistent copy, ads, and engagement helps to form a pattern that humans naturally gravitate towards. Furthermore, the structure of the story reinforces whatever value your business brings to your audience's own story.

Stay Simple

Confusion can actually be incredibly alluring. Think about movies like 2001: A Space Odyssey or Inception. Mystery is a delightful hallmark of Stephen King works, and there are probably 2,000,000 songs that serve as terrific metaphors. However, in the world of business, confusion, mystery, and metaphor can lead to disaster.

Research indicates that people typically spend only a few seconds on a webpage or social media post, and if they detect any confusion, they are G-O-N-E GONE! This poses a significant challenge when it comes to incorporating storytelling into your business strategy. You want to provide information without going off on tangents. Finding the right balance is challenging, but the benefits are enormous.

Fun Vibes are Contagious

Society has shifted toward a more enjoyable work approach: foliage in the office, casual Friday attire, and heartwarming social media campaigns by large corporations. In that vein, incorporating storytelling into business practices goes beyond just impressing others or keeping up with trends - it can be a truly enjoyable experience for employees just as much as customers.

There are various storytelling techniques, structures, and programs available for businesses to use that can educate, inspire, build partnerships, and bring joy & laughter.

In addition, incorporating fun into the workplace is a crucial reason for businesses to adopt storytelling. Nowadays, employees are less interested in simply working for a company and would rather be part of a cause, culture, movement, or make a genuine impact. Introducing storytelling into a company's operations is an exciting and empowering way to engage employees and build a unified professional front.

Storytelling in Advertising: A Business Superweapon

Stories will further shape the direction of branding, involvement, and job opportunities in the future. However, merely being an early adopter does not guarantee success. It involves selecting the appropriate framework or software, aligning it with your objectives, implementing it, and continuously refining it. Accomplish all of these tasks effectively, and the benefits will persist.

We know from experience. We’ve utilized storytelling to help an array of businesses have their best sales year in their history. So if you or someone you know has a Twin Falls business and want to create top-of-mind awareness for your product or service, we’d love nothing more than to have a chat.