{"id":46285,"date":"2021-08-19T12:03:00","date_gmt":"2021-08-19T16:03:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=46285"},"modified":"2025-10-03T11:32:07","modified_gmt":"2025-10-03T15:32:07","slug":"story-marketing","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/story-marketing\/","title":{"rendered":"Story Marketing: The Selling Power of Storytelling"},"content":{"rendered":"\n

What is story marketing<\/a>? How can telling a good story<\/a> make your marketing strategy more effective? <\/p>\n\n\n\n

Story marketing uses good storytelling to make a marketing strategy more compelling.  Information about the product or idea is subtly woven into a gripping narrative that grabs people\u2019s attention. If your story is interesting or exciting enough, people will retell it to their friends and family\u2014and they\u2019ll pass on information about your product or idea in the process.<\/p>\n\n\n\n

Find out how to create an effective story marketing strategy below.<\/p>\n\n\n\n\n\n\n\n

Editor\u2019s note: This article is part of\u00a0Shortform\u2019s guide to storytelling<\/a>. If you like what you read here, there\u2019s plenty more to check out in the guide!<\/em><\/p>\n\n\n\n

Story Marketing: What You Need to Know<\/h2>\n\n\n\n

A key attribute of contagious products or ideas is that they use effective story marketing. This means that their marketing materials tell people a story. For example, you could embed factual information about your product into a heartwarming story about how using it changed someone\u2019s life. <\/p>\n\n\n\n

People pass on interesting stories about products or ideas for two reasons. First, they know that telling someone an interesting story will give them social currency\u2014that telling it will make them seem interesting, too. <\/p>\n\n\n\n

Second, sharing a story about a product or idea is much more socially acceptable than simply spouting facts about it<\/strong>. If you approached someone and, totally out of context, started listing the specifications and functions of a product that you really liked, the other person would find you boring at best and strange at worst. Whatever the case, you\u2019re going to lose social currency<\/a>. Meanwhile, embedding these specifications and functions in a story puts them back into context, making the fact you\u2019ve brought them up a little bit less bizarre. Likewise, as long as the story is interesting, you\u2019ll preserve your social currency.<\/p>\n\n\n\n

Telling the Right Kind of Story<\/strong><\/h3>\n\n\n\n

It\u2019s important to note that you can\u2019t just incorporate information about your product or idea into any <\/em>story and expect that story to automatically generate word of mouth<\/a>. You need to tell the right kind<\/em> of story: one that\u2019s actually effective at getting people talking about your product or idea. <\/p>\n\n\n\n

Effective stories have two main attributes:<\/p>\n\n\n\n

    \n
  1. They factor in some of the other principles of creating contagious content: specifically, giving social currency, generating emotions, and providing practical value<\/a>.<\/li>\n\n\n\n
  2. They force people to share the \u201cright\u201d parts of the narrative\u2014the parts that mention your product or idea. People can\u2019t leave this information out when they retell the tale.<\/li>\n<\/ol>\n\n\n\n

    Effective Story Marketing<\/strong><\/h3>\n\n\n\n

    As you\u2019ve learned, things that give people social currency, inspire high-arousal emotions, and offer some practical value are more likely to be talked about. Therefore, if your story marketing has these attributes, it\u2019s more likely to be passed on<\/strong>.<\/p>\n\n\n\n

    For example, imagine you\u2019re trying to market a new energy bar. You decide to come up with a story for your marketing materials in which a man is in a rush to get to work and doesn\u2019t have time for breakfast. He decides to eat your energy bar at his desk. You tell consumers that doing so leaves the man full until lunchtime, but don\u2019t explain the \u201cwhy\u201d: for instance, the nutritional content of the bar that makes it so filling.<\/p>\n\n\n\n

    This story doesn\u2019t really give social currency. It\u2019s not remarkable because it\u2019s a fairly ordinary, everyday scenario. It\u2019s also arguably quite boring. Because of this, it fails to inspire any high-arousal emotions. Finally, it doesn\u2019t provide the consumer with much practical information. All of these factors mean that people are unlikely to pay much attention to or even remember your story, making it equally unlikely that they\u2019ll pass it on. <\/p>\n\n\n\n

    In contrast, you could tell a story about a man who\u2019s in the process of climbing Mount Everest. His energy levels are depleting, so he decides to snack on your company\u2019s energy bar. The man is revitalized because of the numerous nutritional benefits of the bar. You make sure to mention these benefits in your ad. He continues his trek up the mountain, eventually reaching the summit. <\/p>\n\n\n\n

    This story is much more remarkable\u2014climbing Mount Everest is a pretty impressive feat. Therefore, telling the story provides more social currency. Climbing Everest is also pretty awe-inspiring. In this way, your ad generates a high-arousal emotion. Finally, you\u2019ve made sure to include some information about the nutritional value of the bar in your ad, giving it some practical value. <\/p>\n\n\n\n

    Exercise: Tell a Shareable Story <\/strong><\/h3>\n\n\n\n

    Learn how to effectively use story marketing:<\/p>\n\n\n\n

      \n
    • Think of a product that you\u2019ve created (or want to create). How and why did you first decide to create this product? Outline its \u201corigin story\u201d below.<\/li>\n\n\n\n
    • Now, think about your product\u2019s benefits and unique selling point. Tell a story that incorporates one or both of these factors. (For instance, tell the tale of how using your product changed someone\u2019s life, or how someone discovered that your product was totally different from everything else on the market.)<\/li>\n\n\n\n
    • Do you feel confident that either (or both) of these stories could form part of a successful story marketing plan? Why or why not? (Remember: successful stories make the product an integral part of the narrative, and may also incorporate the principles of social currency, emotions, and practical value.)<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"

      What is story marketing? How can telling a good story make your marketing strategy more effective? Story marketing uses good storytelling to make a marketing strategy more compelling.  Information about the product or idea is subtly woven into a gripping narrative that grabs people\u2019s attention. If your story is interesting or exciting enough, people will retell it to their friends and family\u2014and they\u2019ll pass on information about your product or idea in the process. Find out how to create an effective story marketing strategy below.<\/p>\n","protected":false},"author":12,"featured_media":18952,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,104,9],"tags":[460],"class_list":["post-46285","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-marketing","category-psychology","tag-contagious","","tg-column-two"],"yoast_head":"\nStory Marketing: The Selling Power of Storytelling - Shortform Books<\/title>\n<meta name=\"description\" content=\"Story marketing involves using good storytelling for a compelling marketing strategy. 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