Messaging and narrative marketing

Does narrative marketing work for every business?

Before we answer that question, we need to ask another one first. Does storytelling work for every customer?

Research reveals that stories can be up to 22 times more memorable than facts. Our brains are literally wired to respond to them, with neurological and chemical activity ramping up in our brain when we hear a story. This means it’s more likely that we’ll remember a story long after we forget random facts.

That’s why storytelling has been a key part of human connection and communication since the dawn of time. A relatable story that speaks to the experience of the audience will trump a list of facts and figures every time. Storytelling absolutely works for every customer.

Now, back to the original question – does narrative marketing work for every business? As stories are one of the most powerful ways to connect with people, narrative marketing will be effective, whatever your type of business.

That means, businesses in the services, not-for-profit and eCommerce space will all benefit from taking a narrative marketing approach to their content and messaging.

How do you craft a strong message?

Getting started with messaging is about getting back to basics and asking yourself a series of questions to get to know your audience, your business and what you want to communicate.

First, you need to get to know your target market – remember, the story is about them.

• What is your audience thinking about?
• What are their problems and pain points?
• How can your product or service help them?

Second, it’s vital to understand your goals and motivation as a business.

• Why did you start the business?
• How does your solution help people?
• What are your goals?
• What do you want to achieve?

Third, think about what you want to communicate to your audience.

• What words can I use to create a clear message?
• How easy does the message roll off the tongue?
• What will my audience take from this message?

While answering these questions can help, engaging a messaging expert to facilitate a messaging workshop is the best way to uncover your key message. Often a fresh perspective and outside viewpoint can make all the difference.

Why focus so much on storytelling?

We’ve talked a lot about storytelling already, but there are three key reasons why this approach can be a killer move for your marketing and your business.

Storytelling connects with people

Think about examples of marketing that you’ve seen recently. Businesses that primarily focus on themselves and how good they are can feel manipulative and self-serving. What’s really in it for the customer? What will make them want to stick around for “look at me” content?

In contrast, marketing that focuses on the customer and their needs demonstrates empathy, care and understanding. By centering them in the story, you can prove that you know what they are going through and can meet their needs, guiding them toward a better future.

Storytelling helps you rise above the clutter

Do you know there are approximately 2.4 million active businesses in Australia? That’s a whole lot of businesses competing to grab the attention of customers, creating a whole lot of noise and clutter. To rise above the competition, it’s important to make your business stand out.

Centering your target market and using storytelling to share your message is a powerful way to do this. Compare these messages: “We’re the best air conditioning company in Newcastle,” versus “Helping your family stay cool on long summer nights with trusted air conditioning.”

If you were a customer, which one would you choose?

Storytelling brings business clarity

When we’re stressed and under pressure, it’s harder to find the right words to describe what we do, making marketing more difficult. This is especially the case for sole traders who have to take on multiple roles. Without clarity, it’s easy to get sidetracked and lose sight of your purpose.

Spending time crafting a strong message through storytelling takes that stress away. A clear narrative helps you, your stakeholders and your customers get on the same page.

You will know exactly what you offer, who to target and why your business is better than the competition. Your customers will clearly see your value and understand how you can help. And your staff and business partners will find it easier to support you too.

You’ve nailed your message – now what?

Having a great story is important but you need to know how to leverage it to get your message out there. Without the right strategy, the best messaging in the world won’t deliver results. There’s really no point going to all that effort if no one will see it!

Your messaging needs to become the cornerstone of all your content. Put it front and centre on your website. Include it in your social media channels. Harness it in email marketing. Add it to your Google Business Profile. Showcase it in your physical marketing materials.

The more you share your message, the greater the chance that your customers will connect with you. A consistent brand identity will cultivate trust, build loyalty and ensure your business is known for all the right reasons.

Need help with messaging and narrative marketing?

Jodie’s business, The Marketing Side, specialises in this very area! Offering a range of services, including a 2-hour Messaging Workshop, Jodie and her team works with you to uncover your story and nail your message.

Delivered online, the workshop guides you through a series of questions to land on your key message. Following the session, you’ll receive a custom report and 3 action steps to help you nail your messaging for good. The best part? All you have to do is turn up.