Storytelling marketing: how to build the best product stories

Storytelling marketing: zo bouw je de beste productverhalen

Every year in February, a super-event takes place in America: the Super Bowl. For those who don't know, the Super Bowl is the final between the champions of the American Football Conference and the National Football Conference. Big party. Because of the very, very high number of viewers, the Super Bowl is a fantastic – and extremely expensive – event for advertisers to step into the spotlight.

The best and most beautiful TV spots can soon be found on YouTube and score millions of views. So which TV commercials are we talking about and why are they so popular? Here's a hint: success has everything to do with storytelling. Search for '10 Best Super Bowl Commercials 2018' on YouTube, for example. What you will see is definitely worthwhile. Just the KIA spot with Aerosmith frontman Steven Tyler is to die for. But let me take a closer look at those 11 spots (suprise!). This provides a number of interesting insights.

1. All 11 are captivating

As a viewer, you are immediately drawn into the scenario. Something interesting happens and you want to know what it is.

2. All 11 are emotional

They all make you feel something: empathy, humour, joy, tension or excitement.

3. All 11 are memorable

You understand the TV spots immediately and you do not forget them.

4. All 11 are easy to recount

The basic scenario can be described in one sentence.

5. All 11 have a plot

All TV spots have a beginning, middle and end.

6. All 11 are exciting

You want to watch them all.

7. In all 11 the product plays a leading role

Without the product, the TV commercial could not have been made.

8. All 11 tell powerful stories

And this brings us to the underlying reason for the success of the TV ads. They are all perfect examples of storytelling. So why do stories have such a magical effect? Because everyone recognises, understands and remembers stories.

True, authentic and sympathetic

Does every product story necessarily have to result in a TV commercial? No, fortunately that is not necessary. Great stories can also be spread and shared in other ways. An example is the campaign of Avis on the front page of the Marketplace section of The Wall Street Journal. Avis used real letters from grateful customers to tell stories about the company's commitment to their customers. But stories can just as easily be told and shared on Facebook, Instagram and other social media. The only hard condition for success is that your product story is true, authentic and sympathetic. The answers to the following 4 questions are of crucial importance.

Question 1. How is your product used?

What stories can your customers tell? Map out the scenarios and investigate how you can make these scenarios interesting for prospects.

Question 2. Who are your customers?

What type of character is your customer? Use realistic case studies to present customers as themselves or create similar characters that prospects can identify with.

Question 3. What emotions do people feel when they use your product?

Do your customers feel confident, safe, happy, relieved, enthusiastic, satisfied or proud when they use your product? Then capture these very emotions in the stories you tell.

Question 4. What is the role of your product?

How does your product enable your customers to be successful? Build your stories around the benefits of what you are selling. However, don't make the mistake of telling such a great story that the product gets lost in the narrative.

Getting Started

Do you want to start storytelling right now? You can start by taking a look at our websites storytellingpeople.nl, storytellingpeople.com or corporatehistory.com.