Storytelling Marketing Is Basically Like Breaking Up With Your Girlfriend: Here's Why

THE last man who took the time to break up with me wowed me with his story’s vibrancy and intentionality.

Descriptive and oddly specific details about him being overwhelmed at his job wove into a beautiful subplot of all the good things he thought I deserved (apparently not a healthy relationship, nonetheless).

Due to his newly found gift of IMessage storytelling, my anger miraculously transformed into respect. He had me hooked, not only because he was breaking up with me, but man, did he really cover all of his communication bases for the first time in months.

Ironically enough, we can all learn about business marketing from my ex and approach our marketing with an important focus on good stories.

Each time you tell a story in marketing, there’s a specific purpose behind it. Whether that purpose is to build brand awareness, intimately relate to someone, establish credibility, appeal to emotions, describe your business, or break up with your fantastic and one-of-a-kind girlfriend, stories build (or break) connections and resonate with your audience.

I never listened in English class - what is storytelling?

For everyone browsing this website who flunked high school English, here’s a micro lesson on the structure of storytelling. Most writers use Freytag’s Pyramid (shown below) to exemplify a basic story outline and keep them on track with the flow of the narrative.

Following this structure and having well-rounded stories is the first step to storytelling marketing. If your narrative has story elements – characters, setting, conflict, rising action, climax, and resolution – it helps the audience follow and remember what you are trying to communicate. In other words, you want the audience to willingly engage in each story point.

Along with knowing your business or brand better, people will likely remember a good story that emotionally affects them. Ask yourself, If people see my brand’s story, will they walk away feeling connected with it?

How can I use storytelling for business marketing?

In a way, you owe your clients creativity and can’t just say, “I’m breaking up with you.” You need an elaborate and well-thought-out story to convince and appease the audience so they walk away hearing a compelling narrative that clearly communicates a message.

So, why are you wanting to tell this story?

I want people to notice my business

Don’t we all. Luckily, storytelling can be one of the most powerful advertising strategies out there.

Here’s the hard part: people aren’t going to notice or connect with your brand just because of how great or useful your product or service is. They’ll want to be a part of the purpose and driving force behind your brand.

A crucial part of marketing is communicating who you are, what you value, and the services you offer. Public trust and engagement in your brand come through direct and honest communication about your brand’s unique aspects. You work hard to create an original brand; now, you must take the time to tell its story!

I want people to trust me and take me seriously

Realistically today, not many people passively subscribe to a brand without trust, and no one will see your brand as credible or trustworthy until you show them that you are – that’s common sense.

This is why we don’t see the anti-climate change audience following and interacting with environmentalist accounts on Instagram, just as people who hate the taste of coffee don’t maintain a steamy relationship with the local coffee shop.

Your business has a story with a deep purpose to help those around you, and because of that story, you gain credibility, and your audience will better understand your brand. Don’t just be a coffee shop to the coffee haters, be a café with a beautiful story that will make them want to come and purchase other drinks you offer. You’re never marketing for one demographic, that’s boring and will lead you to bankruptcy.

With eye-catching stories communicated through your business marketing, you want to inspire and establish trust with your audience and clients. Remember, your product gets a client in the door, and your story makes them stay a little longer!

I want to call people to action

Storytelling marketing is also about motivating your audience!

As opposed to informational advertising, stories can bridge more gaps and grab your audience’s attention, deeply resonating with them. Stories cross over from surface-level advertising and strike them with meaningful, memorable content that will make them say, Now that’s worth my time and money!

Many reactions flood my brain when I approach a Girl Scouts cookie booth outside the local Walmart.

I hate the forced interaction because the price of the cookies is absurd, but as anyone does, I feel a specific duty to buy them if a cute kid looks me in the eyes and innocently asks, would you like to buy some cookies, ma’am?

My Girl Scout encounters always end the same. I find myself crunching on Lemonades in the front seat with fewer groceries. That is fantastic marketing.

Your brand has a purpose that will inspire people with as much of a call to action as those Girl Scout cookies have on me. Whatever your story is, it can evoke emotion and unite a like-minded community.

What now?

When you’re in a meeting with your team desperately trying to figure out how to effectively tell your brand’s story, think about the details that go into breaking up with someone. Be clear about why you want to tell this story and make sure it’s descriptive enough to capture your audience.

Just like you don’t necessarily want someone to feel like they’re being broken up with to save from anger and embarrassment, you don’t want your audience to feel like they’re being advertised to. Take them on a journey with your story while exciting and investing them in your call to action.

Look at your business and ask,