In many ways, stories are a universal language. No matter how diverse your audience, everyone can relate to the story of a hero, an underdog, overcoming an existing challenge or taking on and conquering a new one. We all process emotions in the same way.


Here are some suggestions for integrating storytelling into your marketing communications:


Add stories to your blogs to grab and hold attention

Incorporating a story into your blog post can simplify a complex message. A case study is a great way to do this. It describes a customer’s actual experience with your business… the problem the customer was facing and how your product or service helped overcome that problem.


To do this:

  • Write about a client your target audience can relate to.
  • Explain the challenge your client faced, the actions you took to meet that challenge, and the end results.
    • Legally, you can’t specifically identify the client without their permission. But you can provide a general description of the client, their business, target market, the issues they faced, and so on.
    • However… if your client is willing to be identified and provide a testimonial about how you benefited them, so much the better! Their endorsement will add credibility to your story. But they must approve and sign off on what you have written before you post.


Use storytelling to build impact in your marketing video

Make your video stand out from the pack by telling a customer story in the documentary style:

  • Shape the story around a theme related to your brand, one that viewers can rally behind. It could be forward-thinking leadership, a compelling offer, or exceptional service.
  • Structure it with a beginning, middle and end.
  • Include impactful visual “cut-aways”, as opposed to relying solely on “talking head” shots.
  • But do include a brief on-camera testimonial or two from the client or organization that benefited from your offer.
  • Keep it under two minutes.


Bring a live presentation to life with a story

When you’re giving a talk or presentation, whether in person or online, consider kicking it off with a compelling story that your audience can relate to:

  • Base it either on your own experience, or another person’s.
  • Take them on a journey, with a beginning, middle, and end – perhaps a surprise ending!
  • Optional: Project one or two images on screen that illustrate your story, but stay away from the PowerPoint presentation formatting you may be using in your main presentation.

A character-driven story can lead to a deeper understanding of your key points and enable better recall of these points weeks later.


Share YOUR story with us!

At Impagination, we’d love to hear your story about your career and business, your target market and your ambitious goals. We can support you in developing a marketing strategy and tactics that draw on the power of storytelling. We can provide the writing/editing resources that help you lay out the stories you want to share, optimize the readability of your posts, and create compelling live presentations and videos. As well, we can connect you with like-minded professionals who are on similar journeys, to share experiences, learnings and tips.


Reach out to us for a no-obligation conversation about how you can get clear and confident in your marketing via our private client Impact Formula™ or group Smart & Savvy Strategy School™ programs.


Let the storytelling begin!