Narrative Theory in Marketing
Marketing strategies have always been about nurturing an audience into believing that a specific product or service is worth their time and money. And if you are good at what you do, it probably is. But what drives a client to click the "Book Me" button? The answer lies in the narrative that the brand crafts.
Brands that leverage narrative theory to drive their marketing content are the ones that rise above the noise in their industry. "Narrative theory" may sound complex, but when used strategically, it acts as a filtering tool for your marketing message. Let's explore how it can help brands create a strategy that positions their client as the hero and them as the guide that helps them win the day.
What is Narrative Theory?
Narrative theory explores themes and guiding principles that make stories compelling and inspiring to their readers. Subscribers to narrative theory believe that there is a structured way to present or explain a sequence of events, and it should follow a particular structure to convey its message to the listener/reader.
Luckily, we don’t have to go back to 12th-grade English class to learn how to apply narrative theory to our brand marketing. Donald Miller's StoryBrand framework is a methodology that helps brands clarify their message using a clever 7-step framework that can be found in any book, movie, or tale as old as time. InDemand Studios CEO Ashley Falletta, is a StoryBrand certified guide and natural-born storyteller. She says:
"A good story isn't just told; it's experienced fully, remembered fondly, and often shared, which is exactly the journey we want our clients on when coming across our brand. So why not use story as a driving force in our marketing?"
The Core Elements of a Great Story
When thinking of a great story, several core elements must be in place in sequence. First and foremost, a hero is introduced. This is someone we can root for and invest in emotionally (the client). Along with the hero comes a problem that needs solving, creating tension and drama (the client's pain points). At this point, the guide is a mentor figure who gives the hero a plan to win the day. Of course, no great story is complete without a call-to-action, the "duh-duh-DAHH" moment when the hero must decide to take a risk and face the problem head-on. Success or failure awaits, but it's up to the brand to steer the hero in the right direction with their services.
Telling Your Own Stories
We want to build our brand around the hero's journey, but what about our content? As a brand, telling engaging stories about yourself is also the key to attracting leads. Stories are the best way to activate memory recall in audiences. Research shows that people are interested in what brands have to offer and the stories that got them there. Stories connect emotionally with the audience and establish trust through vulnerability and authenticity- key elements humans naturally crave. Storytelling also builds trust as it showcases authenticity. By incorporating storytelling into your marketing efforts, you can create a truly memorable experience for your audience beyond just a simple sales pitch.
Examples of Brands Successfully Leveraging Storytelling in Their Brand Messaging
Taylor Swift is a prime example of leveraging storytelling in brand messaging. Her music, lyrics, and videos often tell stories that resonate with her fans, evoking intense emotions and building a personal connection. Just on her 2023 Eras Tour alone, she is set to make $1billion. Another brand that has successfully used storytelling in its messaging is Beyonce. From her music to her performances and visual album releases, she creates narratives empowering women and inspiring change. Even the iconic Barbie brand has taken on storytelling, with Barbie's diverse range of careers and personalities reflecting the different dreams and aspirations of young girls worldwide. Through storytelling, these brands have created an emotional bond with their consumers, ultimately leading to brand loyalty, business growth, and raving fandom.
Tips for Incorporating Narrative Theory Into Your Content Strategy
As content creation evolves, incorporating narrative theory into your content strategy becomes a vital tool in your utility belt. But it can be daunting to know where to start. Here are a few tips to get you on your way.
Identify the story you want to tell and the message you want to convey.
Consider the different storytelling elements, such as character, plot, and conflict, and how to apply them to your content. Hint: Use your StoryBrand BrandScript to guide you in this practice (inquire about your StoryBrand 90-minute session here).
Finally, start creating content that tells the narrative arc of the particular story you want to tell. This can be in a blog, email, text post, video, graphic, or static image.
Remember always to position yourself as the guide, call them to action (comment below, book a call, download this guide), and end the story in a way that makes the audience feel like they can win the day!
The best way to create an effective story-driven marketing strategy is to craft content for each customer journey stage. Ultimately, storytelling in your content strategy allows you to appeal to customers emotionally and break through the clutter of competition. If you need help mastering storytelling in marketing or incorporating narrative theory into your existing content strategy, book a call with InDemand Studios today to learn more about how they can help you use StoryBrand to elevate your brand's presence in your niche.
