For the past few years, storytelling has been all the rage.

We all need to become storytellers. Every brand has to tell stories so many many brands are trying to jump on the storytelling bandwagon.

storytellingThey look at companies such as Airbnb and GoPro and say “You know. I want my marketing to be driven by stories. I want to be like Airbnb. I want to be like GoPro.”.

But the reality is there is a gap between the concept of storytelling and the reality. Many companies get excited about storytelling. They want to become good storytellers but when it comes to pulling the trigger, they can’t tell stories or they can’t figure out how to tell stories.

The reality is that stories can take different shapes and sizes depending on the marketing channels are using.

So, for example, video is a natural storytelling medium. What about eBooks or case studies or testimonials or infographics? They’re all storytelling platforms but you need to tell different types of stories.

A case study, for example, can be a story if you’re creative and if you abandon the problem/solution/results template. Instead, think out-of-the-box.

How can you tell a story about a customer in a case study that would be interesting that would be creative and actually get people engaged with the problem being solved in the customer attempted to move forward? (Note: Case studies should be part of your marketing mix.)

Some platforms are amazing for stories and some require a little ingenuity, creativity, inspiration and out-of-the-box thinking. If you want to become a good brand storyteller it’s not a one size fits all proposition. Sometimes, stories flow naturally and sometimes you got to make them fit into the platform that you using.

The bottom line is stories need to be in all your sales and marketing collateral. Storytelling is an amazing way to engage entertain and educate consumers. The more stories you can tell, the more successful you’re going to be.

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