Nothing like a good story to captivate a hearing. It is also for this reason that the storytelling is a force for the brand that knows how to master this art. This strategy placed at the heart of the Inbound Marketing relies on the human passion of the human for stories to promote a brand or a product / service. We propose here to discover the storytelling in marketing, to understand why and how to use it in your emailing campaigns.

What is marketing storytelling?

The storytelling, is used in the field of marketing to communicate a message to an audience, in the form of a told story. This can be real or fictional. The goal of storytelling is to make something to the consumer with regard to the brand concerned and, in the ideal, to ensure that this emotion encourages it to take action.

Why use the storytelling in marketing?

Since the dawn of time, the man is a storyteller. Whatever its origin, language, culture or religion, it uses the words to create, to transmit and to gather.

Stories are an integral part of our lives and have a strong impact on our way of thinking as about our behaviors. In the current context of marketing, particularly with the flaunting growth of Inbound marketing and The omnipresence of social networks, the storytelling has become a flagship asset for brands.

Here are the main reasons for using it:

  • It makes it possible to make a brand more human, to arouse the interest of the public for this one, because it seems then more true, more authentic.
  • Generates a sense of community, bring people closer to ideas, desires and / or common values.
  • It allows interacting with the public, so create a real link between it and the company. This particular connection will help transform prospects more easily.
  • It can adapt according to the public; The nature of the story and the way it is told will be different according to the targeted audience.
  • It offers multiple possibilities of presentations (text, images, videos, etc.) and adapts to all channels.
  • It is a great way for a company to stand out from its competitors by telling a unique and original story.
  • Allows the public to better understand some messages related to a new product / service that can sometimes be complex to explain formally.

How to set up a good storytelling strategy for your emailing campaigns?

The bases

Any good respect that respects must integrate one or more characters, including the main character, a conflict situation or a challenge, as well as a resolution of this conflict which will therefore constitute the end of the narration.

It is the same for the marketing storytelling:

  • The character(s) make the link between the brand and the public. Normally, the customer is the hero of history, while the company will manifest in one or more secondary characters helping the hero to solve his problem.
  • The conflict or challenge must provoke emotions with the public who can identify with the situation in question.
  • The resolution must ensure that the public acts (Call-to-Action).

The different storytelling steps

Know your audience
The first thing to do before even leaning on history is to identify your target market and define your personas to create a suitable storytelling.

Identify the story to tell
What do you want to talk about in your story? What is the main message you want to communicate? For example, you can decide to tell the creation of the brand, the history of a particular product / service, to talk about your values, your commitments or causes that are important to you, and so on.

Define how you are going to tell the story
Depending on the targeted history and audience, you will need to decide the tone and type of presentation (texts, images, videos, etc.) the best adapted. This step is important because it will greatly contribute to provoking emotion in people, to make sure they board in your narration.

Determine the goal of your story
What action do you expect from the public after history? It can be a purchase, a subscription to your newsletter, etc. This will allow you to define your call-to-action.

Choose the Diffusion Channels
According to the targeted audience and the type of story told, you will need to decide on which support (s) broadcast it: email, social networks, blog posts, book, articles, video, podcast, etc. It is strongly recommended to choose several.

Storytelling is a great way to humanize your emails, but also to make sure that they differentiate themselves from the mass of messages received daily by Internet users. Why ? Because an email using this narration tool will not just describe, sell or encourage roughly, but rather propose an exciting story to the reader, take it out of the very down-to-earth side of the classic email to dive into the universe of the brand with a creative narrative, engaging and adapted to his personality. The storytelling will call on its emotions, create a connection with the sender, even inspire the recipient.