Consumers Love Stories. This is What You Can Do To Reach Them

Storytelling is the key to successful customer relationships.  Marketers have to be good storytellers in order to be successful. Sometimes as consumers we know that it is only an advertisement and yet we fall for a well told story. Our brain reacts to stories positively. Let us discuss how you can use this phenomena and as marketers what you can learn to enhance your own storytelling skills. 

Consumers Love Stories. This is What You Can Do To Reach Them Brandanew

Consumers Love Stories. This is What You Can Do To Reach Them

1. We are social animals. Use stories to touch emotions.

We are essentially social animals. Our social evolution has helped us become the dominant species on the planet. We helped each other, shared knowledge and worked collectively to overcome growth obstacles. We care about what happens to others and things around us. We have an innate sense of empathy and communicate through stories. Stories provide us with situations and characters that we can relate to. As a result we get sucked into the narrative and follow it to the end because we want to know what happens next. In marketing from a single ad line to a full fledged movie, a humane story with the right dose of emotions is the best way to touch the right chords.

2. We have the right chemicals. Choose which one to focus on.

Our mind is a complex place but at the very core, we’re dealing with certain chemicals and hormones. Advanced research has shown that brain cells releases certain chemicals for different types of emotions. This is what we call “feeling” from outside-in. We are not above the chemical compounds that make us although our sentience does remain a bit more complex to be fully explained. The right kind of stories just makes the brains secrete the right kind of chemicals. All you have to know is what you want your audience to feel. It may be the joy of using your product or the sorrow of not having it, or building a want and desire for it. It is up to you to decide.

3. We need motivation. Reiterate your positive stories.

Social traits are hardwired in our DNA. Very few people can act completely on their own telling while the rest of the people need motivations to move ahead. Stories are the best vehicles for such motivation. Real life stories of struggle and triumph are the kind of stuff that the brain reacts positively to. When a sportsperson or a celebrity is featured in an advert, it is not always for the glamor but their ambition and hard work that inspires people. Organizations can inspire internal employees by reiterating their own story. Startup founders often reiterate stories of working hard from their dorm rooms to envision a new business which now may employ thousands of associates. Such stories inspire and motivate people to put in their best. A cereal company with a great story of struggle to come up with something perfect for your health needs helps people know where you came from. Your audience is rooting for you as a winner. Remember, consumers love stories, it’s up to you to create them.

Facing challenges in creating the best stories? Don’t hesitate to reach us!

Enakshi Sharma

Digital Storyteller at Brandanew
Enakshi is a storyteller, curator (India Art Fair, 2015), anchor (May Queen, 2015), research associate (Centre for Civil Society, India), a travel writer and a blogger. She's a Digital Storyteller for Brandanew.