3 Ways to Make Storytelling the Core of Your Email Marketing Strategy
Great storytelling is the heart and soul of effective marketing. By tapping into a larger story concept, brands can build long-lasting, human connections with audiences. However, when marketing doesn't align with the story, it simply doesn't feel authentic and often fails to resonate with audiences.
For example, when Daniel Craig drove a Ford Mondeo in Casino Royale, fans of the James Bond franchise went apoplectic. Why? Because everyone associates Bond with sophisticated cars like Aston Martins, BMWs and Mercedes. Although Ford and the Bond franchise have a history, and the auto company has spent millions on product placement, the results failed to impress because the marketing didn't match the story. This could be because Ford's status as a designer of sophisticated cars has eroded over the years.
Marketers can't afford to waste budget on ineffective campaigns. More than ever, optimizing budget spend means finding ways to incorporate storytelling into your marketing agenda.
Why Storytelling Matters
Most marketers are storytellers at heart. By crafting highly relevant and relatable pieces of content, the best marketers aim to do more than serve up information or promotional offers, they try to convey feelings or emotions that forge relationships with customers.
In addition to helping marketers establish emotional connections with audiences, storytelling enables brands to develop marketing content that's memorable while creating lasting impressions on customers.
For example, a few years ago Crate and Barrel developed a winter campaign that featured people who were snowed in and using Crate and Barrel merchandise. By placing the brand's products into story-like situations, the retailer created an impression that lasted well beyond the winter shopping season.
Most importantly, however, marketing content that includes storytelling feels more authentic to customers. If your marketing strategy primarily serves up short-term messaging and promotional offers, audiences feel like they're constantly on the receiving end of a hard sell. Storytelling is more complicated, but it communicates authenticity and inspires customers to personally invest in the brand.
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