“The story is everything in content marketing”, says Kevin Spacey in his closing keynote highlights for Content Marketing World 2014 held September 8-11, 2014 in Cleveland, Ohio.
It should be no surprise that people respond to stories. Humans are hardwired for it. So why should we be surprised that best practice in writing content for our sales and marketing materials should indicate telling stories are the way to go?
The value of storytelling in writing on your blog, in a sales letter, video or podcast is that it creates empathy with the subject of that writing. Empathy is an emotional reaction that leads the reader to feel with the character or subject, (feeling “for” a character is sympathy). The value in fiction writing i.e. a story book or film, is that the reader or viewer will become engaged with the characters and want the “hero” to succeed and the “villain” to get their just deserts. Without empathy we as the audience wouldn’t care either way. Sometimes we can’t always articulate that this is the problem with the book or film we just give up half way or end up thinking it wasn’t very good.
In marketing terms if there is no emotional engagement with the product or service there will be no action by the potential buyer. They will not signup for your lists, register for your webinar or in the end buy your product.