Research and studies have now confirmed what prophets and entertainers have known forever. The best way to engage with someone, get them to emotionally connect to, remember and pass on information, is through storytelling.
Stories are so powerful that they have the power to generate idealism that can dictate life and death. So with such obvious power, why do so many companies struggle to tell irresistible stories as part of their marketing?
To answer that, let’s first look at a few examples of storytelling in business.
Authentic Storytelling Can Build Your Brand
A recent Nielsen study concluded that “there is room for improvement by marketers to make a more personal connection with consumers.”
So it is not just the science behind storytelling that matters. Consumers are telling companies that they want to feel a personal connection. When a sales prospect is gathering the information they need to make a sales decision, they are much more likely to buy from a company they feel a personal attraction to.
On the other side of the coin, your story has to be told commercially as well as creatively. A key component of the story you weave into your advertising must be building a fast connection between the story being told and the product being sold, something Shinola achieved masterfully.