Mastering the art of storytelling and reinventing marketing and sales

How do you define storytelling?

The Storytelling, derived from the English “story” and “telling”, is a communication and marketing technique that consists in telling a story to promote a brand, a product or a service.

The objective of this method is to reach the public by playing on their emotions, in order to arouse interest, adherence or even action on their part. Storytelling can involve different emotions: humor, love, anger, sadness, etc.

This practice is widely used in the marketing of contents And the Copywriting. It allows you to stand out by developing the identity of a brand or by highlighting the values associated with a product or service. It's about telling a story that makes sense for the consumer, who can identify and project themselves.

What is the role of storytelling?

The Storytelling plays a fundamental role in creating relationships with the public. It makes it possible to humanize a brand by giving life to its values and vision. By telling a story, a brand can distinguish it from its competitors, generate engagement and arouse emotions that promote customer loyalty.

In marketing and during the sales process, storytelling is a strategic tool for:

• Attracting attention : A well-told story captures the attention of the audience, facilitating the transmission of brand message.
• Creating an emotional connection : By relying on emotions, brands can create deeper and lasting connections with their audience.
• Promote memorization : Information presented in the form of a story is more easily remembered.
• Encourage action : A story can motivate the audience to take action, whether it's to buy a product, sign up for a newsletter, or share content.

In the sales process, storytelling can be used to value the offer, showing how a product or service can solve a problem or improve the customer's life. It allows you to present The selling points in a more engaging and persuasive way.

What are the 4 foundations of storytelling?

To simplify storytelling we often talk about these 4Ps, People, Purpose, Plot and Places:

• The characters (People) : They are the heart of the story. They need to be authentic and credible for the audience to identify with them. This is where understanding your target and your personas will help you. A character who resembles your target will create a strong proximity and therefore will make it easier to get the message across.
• The meaning (Purpose) : You can't create a good story if you don't know exactly where you want to take your audience. Without a specific goal you will lose yourself and your interlocutor. This is especially true in sales and marketing, you should have only one goal per story.
• The plot (Plot) : It is the element that captures the interest of your audience and pushes them to follow the story. This is what makes the difference between a sales pitch and a story that will convince them. It is the plot that allows you to feel emotions, to identify yourself and that will finally push you to action. So forget The CAB, sell stories, not fact sheets.
• Location (Places) : This is what makes the story more lively and concrete for your interlocutor. Put your story in context, describe concrete elements to illustrate your story, which will make it easier to remember. More concretely, in marketing, remember that images, videos, infographics... play a key role in marketing story-telling because it makes it easier to remember.

How to storytell: the technique for creating a story that works!

What is the storytelling canvas?

The storytelling canvas is a tool derived from Q2C selling method, it helps to create effective storytelling to get your messages across. It is inspired by the classical narrative schema and structure known as the “hero's journey”.

To create it you have to go through 6 steps but in a somewhat counterintuitive order:

1. The objective of the story
2. The initial situation
3. The final situation
4. The moment of truth
5. The complications
6. The resolution

The strength of storytelling lies in its ability to anchor your message through emotions, so think at each stage of the canvas to describe them accurately. The empathy of your interlocutor will take care of the rest.

Step 1: The objective of the story

The purpose of the story is the key element that gives direction to your story. It's about clearly identifying what you hope to achieve by sharing this story with your audience. This can be to raise awareness, to transmit your values, to mobilize, to increase sales, or to promote a product or a person.

Your goal may also be to stand out from the competition by telling your own story, based on your company's origins, values, or commitments. It's critical that this goal is clearly defined and specific because it makes sense of your story and guides your prospects on the path you want them to take with you.

Remember that the Storytelling is not just for telling a story for fun, but for telling a story that has a purpose and that takes your audience to a specific goal. It is the development of this narrative structure that will determine the effectiveness of your Storytelling.

Step 2: The initial situation

The initial situation is the stage where you present the context of your story. This is a crucial phase in creating your story because it lays the foundation for your story. It allows you to present the characters, the place and the time of the story. This phase should be detailed enough for the reader to fully understand the environment in which the story takes place, but without going into unnecessary details that could cause them to lose out.

In the perspective of storytelling marketing, the initial situation is often used to illustrate the problem encountered by the target of your product or service. For example, if you're selling a project management solution, you could start your story by describing an overwhelmed project manager who is struggling to keep up with the progress of his team's tasks.

Step 3: The final situation

The final situation is the culmination of your story. It is the moment when the The initial problem you identified is resolved thanks to your product or service. This resolution should be presented as a direct result of your characters' actions, not as mere chance.

In the example of an overwhelmed project manager, the final situation could be that they managed to meet deadlines and reduce stress with your project management solution.

• Making the product or service memorable: The final situation must be significant for your audience, it must show concretely how your product or service has improved the initial situation.
• Arouse emotions: It should also evoke positive emotions, such as relief, joy, or satisfaction.
• Encourage identification: Your audience should be able to identify with the final situation, and project themselves into a similar situation where they would use your product or service.

Finally, remember that the final situation is a return to the initial situation, but improved thanks to your solution.

Step 4: The moment of truth

The moment of truth is the decisive moment in your story. It is at this point that the audience is completely absorbed and ready for revelation. This culmination can come in the form of a difficult decision, an achievement, or a major challenge that your character must overcome.

In the context of marketing storytelling, the moment of truth may be when your character discovers your product or service and how they can solve their problem. This is often the time when the audience is the most engaged, attentive, and ready to be convinced.

To make this moment captivating, do not hesitate to play on emotions, to highlight the strife Or the dilemma that your character is facing. It's these moments of tension that make a story memorable and allow your audience to identify and get emotionally involved.

For example, if your product is a project management solution, the moment of truth could be when the overwhelmed project manager discovers your tool and realizes that it can make their life easier. That's where you can describe her sense of relief, hope, and excitement at the discovery.

Remember, storytelling isn't just about storytelling, it's also about creating an experience that reaches your audience deeply.

Step 5: Complications

After the moment of truth has been established, the introduction of complications is a crucial part of storytelling. These are the obstacles, problems, and challenges that the main character must overcome in order to reach his goal.

These complications can take many forms:

• External challenges, such as stronger competitors, a shrinking market, legal constraints, etc.
• Internal challenges, such as fears, doubts, limiting beliefs, etc.

In the context of marketing storytelling, these complications can be linked to the resistance or objections that your target may have with respect to your product or service.

By overcoming these complications, your character demonstrates strength, resilience, and commitment, which further strengthens the emotional connection with your reader.

For example, in the story of the overwhelmed project manager, a complication could be the resistance of his team to change their work habits and adopt a new project management tool.

Overcoming this complication is how the project manager demonstrates leadership and ability to drive change, making the story even more engaging and inspiring.

Step 6: The resolution

Resolution is the stage where the main character overcomes complications and achieves his goal. It is the denouement of the story, where conflicts and tensions are resolved, bringing a satisfactory conclusion to the story.

In the context of marketing storytelling, resolution can be represented by the adoption of your product or service by the main character and the demonstration of its benefits.

For effective storytelling, it is essential to show how your product or service provided a concrete solution and improved the initial situation. For example, in the story of the project manager, the resolution could be that, thanks to the project management tool, the team managed to improve productivity and the project manager gained peace of mind.

It is also important to arouse positive emotions in the reader at this stage, whether joy, relief or wonder, to make a lasting impression on them and make them more receptive to your messages.

Finally, the resolution is a great time to reaffirm the original purpose of your story and show how it was achieved.

Example of the use of storytelling in sales and marketing

Example of the use of storytelling in marketing

Customer cases

Storytelling can be particularly effective when it comes to presenting Customer cases. By telling the story of a customer who overcame a challenge or achieved a goal with your product or service, you can create an engaging story that illustrates the benefits of your offering in concrete terms.

For example, the brand Apple is known for its user-centered storytelling, highlighting how its products improve the lives of its customers. Likewise, the brand Huggies knew how to play on emotion by telling stories that directly affect its target audience: parents.

Here are some key points to consider when creating customer cases:

• Identify a customer whose story is particularly representative of your target audience.
• Describe the customer's initial situation, the challenges they faced.
• Show how your product or service helped solve these problems.
• Highlight the final situation, the results obtained thanks to your solution.

Remember, the goal is to create a story authentic and soulful, which will allow your prospects to identify themselves and understand the value of your offer.

Brand Storytelling

The brand storytelling or Brand Storytelling, goes beyond the simple presentation of products or services. It is about telling the story of a brand, its origin, its values, its commitments, to create an emotional connection with consumers.

For example, the brand Patagonia is recognized for its storytelling around its environmental commitment, telling its story through its initiatives to protect the planet.

Here are a few things to consider for successful brand storytelling:

• The context : Explain why and how the brand was created, tell the story of the founders, the challenges they had to overcome.
• Les values : What does your brand represent? What are its ethical, environmental and social commitments?
• THEgenuineness : Be transparent and honest. Consumers are looking for authenticity and sincerity.
• THEemotion : Storytelling must arouse emotions, make you dream, inspire. You need to tell a story that touches the hearts of consumers.

Remember, brand storytelling is not a marketing strategy punctual. It is a long-term approach that must be integrated into all your communications and interactions with your customers.

Social networks

Les social networks represent an ideal platform for storytelling, thanks to their interactive nature and their large audience. Platforms like instagram, facebook or LinkedIn allow the sharing of visually appealing stories that can reach and engage users.

• The use of Instagram stories is a relevant example of storytelling on social networks. It's an effective way to share fleeting moments and create a sequential narration.
• On facebook, posts that are rich in emotions and contain personal stories generally get higher engagement.
• LinkedIn is particularly suitable for professional storytelling, where you can share success stories, lessons learned, or case studies.

It is essential to adapt your storytelling to each platform and to your target audience to maximize its impact. Good storytelling on social networks should be authentic, engaging, and consistent with your brand and values.

Press releases

Les press releases are a great way to share important news or promote your brand. They offer a platform to tell your story to a wider audience, including journalists, bloggers, and influencers.

During the Writing a press release, storytelling can be a valuable tool. By telling a compelling story, you can generate media interest, make your press release more memorable, and increase the chances of it being picked up by journalists.

Remember, good storytelling in a press release should be clear and concise, with a solid narrative structure. Start with an intriguing initial situation, introduce an issue or challenge, then show how your business or product offers a solution.

Also, make sure your story is relevant and meaningful to your target audience. For example, if you're launching a new product, tell the story of why and how it was created, or how it can solve a problem your customers are having.

Finally, use visual elements to improve your storytelling. Photos, charts, or infographics can help illustrate your story and make your press release more engaging.

Storytelling idea in sales

Don't sell features, sell a story

In sales, simply listing the characteristics of a product or service is no longer enough. Customers are looking for an experience, a story that gives meaning to their purchase. The Storytelling is therefore a powerful sales tool.

Instead of focusing on the technical specifications of your product, talk about how it was designed, what problem it solves, or how it improves the lives of those who use it. For example, if you're selling an electric car, don't just talk about its range or maximum speed. Tell the story of its development, the brand's commitment to the environment, or the unique driving experience it offers.

Storytelling makes it possible to transform a product or service into a unique experience, into a story in which the customer can project himself. This is how you will manage to touch the emotions of your customers and convince them not only of the quality of your offer, but also of its relevance for them.

Don't build a story, build a story

In a commercial proposal, storytelling can make all the difference. Instead of simply listing the features and benefits of your offer, Turn it into a story. Start by defining the main character (your prospect), explain their current situation and the challenges they face. Then, present your business and its offering as the solution to these challenges. Describe how the main character uses it to overcome obstacles and achieve goals.

• This approach makes it possible to create an engaging story that helps the customer to project themselves into using your product or service.
• The story then becomes both a persuasion tool and a way to explain what you are offering clearly and concisely.
• Finally, don't forget to add a personal touch to your story. It could be an anecdote, a quote, or a customer testimonial.

Storytelling is not a marketing gimmick or just a touch of emotional polish. It is a powerful tool, capable of transforming an ordinary offer into a captivating adventure. Mastering the art of storytelling not only makes it possible to better capture attention, but above all to better convince. So, it's up to you to play: What will your next story be?