What does Storytelling mean in marketing terminology?


Storytelling is a powerful tool used by marketers to engage and captivate potential customers. It is the art of taking a brand message, or stories about a product or service, and crafting it into an emotionally and intellectually stimulating tale, which aims to capture the attention of the target audience. Storytelling, then, is about creating memories, inspiring people, and building relationships between companies and their customers, thus increasing revenue and brand awareness.

The secret lies in captivating the imagination of the listener or reader, using stories that are personal and relevant. The goal is to create an experience that your audience can connect with and identify with, evoke emotion, and shape their behaviour towards the brand.

Storytelling as a marketing tool has been around for centuries. According to branding specialist David Aaker, “Stories, with their power to evoke emotions, are powerful drivers of intention to purchase.” Aaker suggests that stories induce more positive reactions than facts, figures and images.

In the world of marketing, there are three primary types of stories - open stories, closed stories, and brand-focused stories.

Open stories are those which focus on the core values of the company, and tell the story of why the company exists and what it stands for. They are aimed at creating a personal connection between the company and its customers.

Closed stories, on the other hand, are more focused on the product or service, telling a story that engages potential customers in the experience of using the product or service. These stories might include customer reviews, customer reviews from third party sources, or even customer testimonials. They provide an insight into a customer’s experience of the product or service and ultimately help to create a connection between the company and its customers.

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Finally, brand-focused stories focus on the company’s identity and how it relates to its products and services. This type of story is used to create a lasting impression on customers, as well as to gain brand recognition and loyalty.

To ensure your storytelling efforts are successful, focus on the following guidelines and best practices.

Firstly, be sure to establish a strong brand voice. This should be consistent and authentic, reflecting the values of the company. Don’t be afraid to be personal and relatable, as this will create an emotional connection with your audience.

Secondly, don’t forget to make your stories relevant to your audience. Identify what your target market is interested in and use this knowledge to create stories that engage them.

Thirdly, be creative and ensure your stories are captivating. Use language that resonates and be sure to draw the audience in with a strong opening.

Finally, be sure to use visuals to create an impact. Combining your story with images and videos can add an extra layer of engagement and help to bring it to life.


Chris Haycock, Digital Marketing Consultant

"When you combine stories into a relaxed and informal conversation (ie your "copy"), it makes it more human. It's far more relatable for the reader. And it packs more of a punch too. "

Digital Marketing Consultant
Dee Blick, Best Selling Author

"From an early age we have been captivated when listening to stories, and including stories in your sales communications will add that extra bit of warmth to the message you want to convey."

Best Selling Author