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Why Our Brains Crave Storytelling in Marketing

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.


Read the entire article here.

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