Where to Use Storytelling in Business Marketing
...plus all kinds of ideas on where to insert a story and why.
“I'll tell you a secret. Old storytellers never die. They disappear into their own story.” - Vera Nazarian, author
Where do you use storytelling to share insight, gain customer loyalty, entertain, teach, or inspire? Practically everywhere. But in reality, it all starts with your brand’s whale or the ORCA—optimal realistic customer avatar.
Your whale is the ideal customer who has a story of its own. When you start writing copy for your website or email list, it’s essential to keep one customer in mind. I talk at great length about this in my copywriting book. The avatar has characteristics of their own, like a backstory, where they went to school, what they do for a career, income level, family status, preferences, likes, dislikes, what worries them, and what makes them happy.