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Insights into Story-Based Marketing

By David Mills on November 25, 2014

Story-based marketing is a primary focus of the Story Collaborative.   Story-based marketing includes skills, practices and technology, but more than anything else it moves us toward a new way of thinking.  As we undergo a story paradigm shift, we can transition from antiquated and ineffective approaches of marketing, based in a rapidly expiring perspective about people and communication, toward a viral and powerful approach that places our goods, service-- our value-- into the lives of consumers directly through their story.

Story-based marketing connects with people more powerfully than almost any other kind of communication because it engages the brain more comprehensively.   Storytelling connects with us emotionally, visually, and by introducing a challenge or tension. It sends our brain into overdrive.

Story-based marketing speaks using the language that people now use in their daily lives-- they tell a serial story that is shared with others in social, mobile and other media.  Consumers are now living in a story-based reality where their daily lives are chronicled and shared with a network of friends and acquaintances.

Because their lives are being shared in a serial story, our story approach for marketing allows your business or service to be included in their story.

Story-based marketing understands that the business owner, organization or leader is no longer the storyteller.  The role of storyteller and narrator has shifted to the person who owns and lives the story-- and that's the consumer.

Our role is to serve their needs and interests, by serving up bits of stories that they find tasty and valuable with the hopes that they will incorporate us into their story.

Story-based marketing implements technologies that fit within the storytelling reality of social media, mobile and video in seamless integration.  Story-based marketing uses the technologies to deliver the media that the storytellers (consumers) prefer.

Story-based marketing is connected in a special way to the consumer because at its heart it is a conversation.  Story-based marketers spend more time listening and responding than they do broadcasting information.  They are directly a part of the conversation (story), and engage directly with consumers.  Story-based marketing runs counter to a broadcast, push marketing approach.

The role of story-based marketing is to connect businesses and organizations with the real storytellers --consumers and supporters --and to introduce their products and services as important elements of the consumer's ongoing life story.

 

 

David Mills

Written by David Mills

David is one of the founders of Story Collaborative and serves as the Chief Growth Officer. He is passionate about finding the right strategy for each client and helping them move into sustainable growth. He is a veteran of organizational development and communications and has worked with thousands of businesses and nonprofits across the country.