The main purpose of marketing is to secure sales, and unless you are selling to robots, you need to connect with people in order to sell.
The best way to do that is through storytelling.
Storytelling is the detailed description of experiences, ideas, or beliefs through stories or narratives that evoke emotions and insights.
The power of a single story goes far beyond simply relaying facts and data.
Stories emotionalize information and can be a highly effective tool for creating customer loyalty.
Meet Anna.
She is making a presentation to a group of investors who seem very interested in her pitch until she raises her hand; her audience is greeted with the unpleasant sweat map right under the underarms of her dress.
She is embarrassed and starts to lose composure ruining the presentation.
But on her way back home, she finds out about this anti precipitant roll on and uses it the next day before work.
At work, she found out that she didn't sweat, and there was no sweat map to worry about, thanks to the roll-on.
She then presented her pitch brilliantly to the next set of investors and won their hearts.
Cut to the logo of an anti-precipitant brand.
This story does three things to an audience:
When I say "meet Anna," you are automatically interested because deep inside, you know that there is something interesting about Anna and your natural human instinct wants to find out.
Every one of us has had times like this where we are embarrassed by sweat maps on the underarms of our clothes. So we understand how uncomfortable it can be and sympathize with Anna, especially after she ruins her presentation.