Take a shot every time On Target talks about marketing to humans. No seriously, it’d be the fastest (and a — most likely — dangerous) drinking game. And there’s a good reason for it. Marketing to humans makes your brand real, and consumers want a real brand. Sure the 23 features of your brand new remote-controlled slinky are nifty, but consumers don’t really care about them. They care about who you are as a brand and how your brand is making a difference. And let’s be real — marketing to humans just works.
For the love of God, stop marketing your product. Seriously. Don’t believe that it works? Think back to your favorite products. Sure, you can rattle off a few features, but what actually stuck out about them? Most likely, it was their marketing. Warby Parker doesn’t focus their marketing on the thickness of their lenses; they market how their glasses help make your personality shine. Bomba doesn’t market that they’re the comfiest pair of socks (they are if you were wondering); they market that when you buy a pair of socks, they’re also donating a pair to a homeless shelter. They’re marketing their product with a purpose. They’re pulling you in with storytelling, with heart, and just sprinkling some product facts in between. Trust us. It’s effective as heck.
It’s All the Rage
I know we talk about storytelling a lot. We’ve given you examples, showcased clients, and even screamed about it on our podcast. But we’re not the only ones talking about the influence that digital storytelling has. Forbes, AdWeek, and HubSpot are just a few of the countless brands talking about the influence of storytelling marketing. And consumers agree; 92% of consumers want brands to make ads that feel like a story. But remember — storytelling is about more than just the written word. It also includes audio and visual content. So if blog posts aren’t your thing, don’t worry. There are countless ways that you can tell your story.
Where Do You Start?
That was a lot of information, and it can be overwhelming to figure out where to start telling your story. But don’t worry — that’s where we come in. Finding your voice and telling your story? Well, it’s kind of our thing. We can help you decide what medium is right for your brand’s voice, whether that’s long-form blogs, hour-long podcasts, or infographics. So just fill out that handy little contact form, and let’s get started. There’s an entire audience out there just waiting to hear what you have to say.