Tell it to sell it: Storytelling as effective advertising strategy

Entrepreneur ran an article that outlined how three companies effectively reach out to their target customers and increase sales revenue through storytelling.

The first company, an outdoor apparel business, produced a blog on people living in mountain communities a few months before its products were formally launched. The second one is a chocolate manufacturer which, to make up for the lack of advertising budget, ingeniously printed on its chocolate wrappers the stories of farmers who grow the cocoa beans used for its products. The third company offers pet insurance.

To make its abstract service resonate to pet owners and veterinarians, it annually produces five to 10 video testimonials that showcase the gratitude of pet owners it has assisted.

Image Source: www.linfield.edu

Although these companies are in disparate industries and apply varied approaches to tell their story, they share the same elements of brand humanization and customer engagement. By telling relatable experiences and interesting narratives, they build emotional connection with their customers who, in turn, treat them as part of their lives and develop a strong loyalty for their products.

Image Source: www.usnews.com

Jon Hamm writes on Adweek that modern consumers know everything about a brand and evaluate companies not just on the basis of their products but on the values and emotions they induce. This situation presents an opportunity for marketers to unite the idea with an emotion and persuade customers to embrace their products and “co-create” with them. The best way to do this is to use a compelling story.  

Image Source: ctmls.ctreal.com

Wayne Gattinella is the WebMD former President responsible for establishing the company as the most recognized and trusted brand of health information for consumers and healthcare. To get more tips on effective advertising and company branding, follow this Tumblr page.