Marketing That Matters Starts With a Story by Aidan Beasley
Everyone loves a good story. There’s just something about a narrative that captivates us. You could say humans are simply wired for them. For as long as anyone can remember, people have invested in listening to stories, from the grand epics of Homer, such as The Odyssey and The Iliad, to Shakespeare’s dramatic tragedies like Hamlet and Macbeth. Even the most widely followed religions are composed of various narratives. Stories have been the foundation of art and entertainment since the beginning of human civilization.
Given that stories are deeply rooted in the human experience, they can be a very effective tool for connecting with the audiences you are trying to market to. While humans do use reason in decision-making, we are still emotionally driven creatures. A statistically focused campaign can convince people to become customers, but a good story can persuade them to become followers of your brand.
In terms of marketing, how does one come up with a good story? It really depends on the type of story you’re trying to tell. Most stories exist to express art or entertain audiences, but stories created for marketing are about communication first and foremost. This form of storytelling is not designed for self-expression, but rather to connect audiences to your brand. The goal should not be to highlight your brand itself, but to convince your audience that they have a special connection to it. A brand’s story should support the audience, not embellish itself.
An effective brand story can help establish a loyal customer base. It can transition a business from simply providing products or services into something people believe in. When people think about the story of Apple Inc., they don’t think about sales numbers or technical specifications, at least not most people. They think about Steve Jobs and Steve Wozniak founding the monumental company in a humble garage. It’s a story that has been adapted and parodied countless times, largely because of how strongly it connects with audiences. It gives people the idea that they, too, can create something massive from humble beginnings. People connect with Apple through its perceived DIY ethos, which is one of the reasons the brand has remained so successful over the years.
Storytelling in marketing is about understanding people first and foremost. It’s about promoting an authentic image rather than focusing solely on transactions. In a market that continues to grow more saturated, there is only so much you can stand out through product or service alone. A meaningful story that allows audiences to place themselves as the protagonist can become the foundation of a long-lasting relationship between brand and customer.
This is why services like those offered by Get Fish Slapped are so valuable for businesses that want more than just visibility. They want meaningful engagement. As a full-service marketing agency, Get Fish Slapped doesn’t just execute campaigns; we help you tell your brand’s story in ways that genuinely connect with your audience. Whether through compelling social media management, strategic SEO and search engine marketing, or eye-catching creative design and content, our team crafts narratives that reflect your brand’s identity and speak directly to your customers’ experiences and aspirations.
The story of your brand is one of the best marketing tools you can have. Use it.