Why Our Brains Crave Storytelling in Marketing

From Fast Company

Too many tech companies I've worked with focus their marketing energies on telling buyers what they do. The problem? It's nothing more than a boring list of features that doesn't engage the audience. The idea of storytelling is all about using a story to get them to become emotionally connected.

The brain is wired for stories - it's the very reason movies as a medium have withstood well over 100 years of success with no end in sight. We love a good story.

As you read this article, keep in mind you don't need to necessarily tell an actual story (as in, Once upon a time...), but need to have a storyteller's mindset when marketing your product. Even the order of the bullets can tell a story. Take the following example of a new exciting knife I just invented called the PB&J'er and look at the order of the features I present:

The PB&J'er turns your sandwich-making experience into a simple and easy task:

• ŸŸAn extra-wide blade scoops out 40% more peanut butter or jelly

• It's non-stick surface makes spreading easy with a simple motion of the wrist

• A razor sharp edge quickly cuts sandwiches in half

• The stainless steel coating makes cleanup a quick and easy task

While I'm definitely not a knife marketer, the features I covered walked you through a story of making a peanut butter and jelly sandwich from start to finish. That's what storytelling in marketing is about.

-N.

Read the entire article here.

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