Story telling has become the latest hot thing. In the book world, biographies have been hot for a few years. In the movie world documentaries are the latest rage - just look at Michael Moore.
But stories have a role to play in marketing too. According to Barry Schwartz, in his book, The Paradox of Choice, people weigh personal anecdotes far more heavily than statistical research in their decision making process. So although Volvos have the best statistical safety record, if you know someone who has had trouble with a Volvo, you will likely weigh the personal experience of one person more heavily than the total experience of all Volvo buyers all over the world.
Story telling is a way to personalize, to bring meaning for consumers. Look at those annoying Tim Hortons "real story" TV ads. They do a great job of personalizing Tim Hortons for us, and they also strongly reinforce the "Canadian-ness" of the brand character -- something that we love about Tim's.
So what does this mean to marketing? Well, use story telling as part of your communication strategy. Testimonials, case studies and personal stories all have a place in your website, in your advertising, in your public relations plans and in your email and direct mail campaigns.
Comments