Does Anyone Doubt the Power of Storytelling?
If you’re too young to remember Bartles and Jaymes, a vintage or retro TV commercial from the 1980s is below.
What makes these two characters most interesting is that they’re fictional.
Bartles and Jaymes wine coolers (which by the way I used to love) were created and are still manufactured by Gallo, a California based purveyor of bulk wines (remember Thunderbird?).
In spite of the fact that everyone knew these two guys were actors, the stories they told were entertaining, and in terms of wine cooler sales, very effective.
I use them as an example to illustrate a point.
What Story Should Your Brand Tell?
Is your beer made with water from artesian wells? Does (or did) anyone even know what an artesian well is?
That’s not the point. The point is it helps to craft a good story (and since Olympia was once the 9th largest brewery in the USA it apparently helped craft a good beer).
Has Story Telling Left Marketing and Advertising?
Not completely, but mostly. My guess as to why is that the number of interruptions in daily life has increased which either accompanied or helped cause a decrease in attention spans.
As a result, product pitches became shorter, more focused, and over time less effective.
Managing interruptions is an important survival skill these days. We all have 24 hours in a day, are bombarded with various forms of interruptions every day, and have learned to filter interruptions that are not urgent.
However, the Internet is Changing Marketing
Marketing involves publishing. Newspaper ads, magazine ads, radio commercials, and TV commercials are all various forms of publishing.
Websites are a new (in historical terms) form of publishing.
What makes website publishing different from other forms of publishing is that it’s so cheap nearly anyone can do it.
$12 a year for a domain name, $50 a year for hosting, a free copy of WordPress, and you’re a publisher.
Internet Search is changing marketing
Internet search is allowing us to find what we need when we’re thinking about it.
Think about how it has changed the way you shop.
It has changed the way your prospects and customers shop too.
The best news is that due to the decreased cost of publishing via a website, anyone and any business can now create an online presence.
The next important hurdle is being found.
The name given to the set of actions that cause your website to be found is Inbound Marketing. Inbound refers to the fact that your prospects and customers find you, you’re not interrupting them.
How Does Storytelling Relate to Inbound Marketing?
People love stories. Stories are a form of sharing information that is both interesting to take it, and easy to remember.
That is precisely why the vintage commercials shown above were so effective.
Which takes us back to the question above…. What story should you brand tell?
One of the many beauties of Inbound Marketing is storytelling fits this form of marketing really well. You can even tell your story in episodes, the way authors once published stories one chapter or story at a time in newspapers.
While your stories do not need to be slick video productions (you can use the written word effectively), I show below another storytelling ad, but one that is more modern.
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