Master Storytelling for Marketing

10,000. That’s the number of ads we typically see in a day, and sometimes, that number can be even more. How is that even possible?

Marketing has grown in intensity over the last several years, and the competitive landscape forces companies – from small businesses to enterprises – to think differently about reaching their target consumer. With the skyrocketing importance of digital marketing as a type of marketing whether its social media marketing, online ads, website popups, SEO, or any other tactic, competition for attention is high. 

With the growing use of ad blockers by consumers, they are now starting to see their social media feeds filled with ads. If it’s a platform that draws a lot of eyes, it’s probably also drawing a lot of advertising.

Marketing teams are stretching their creativity in staying authentic to their brands while standing out to consumers, so what tactics are they left with?

Storytelling. It’s a powerful tool that has withstood the test of time.

The human brain is hardwired to respond to narratives, and crafting compelling stories has become a critical skill for successful marketing.

This post will dive into why story as a tactic is so compelling and a framework to help your next campaign.

Understanding the Psychology of Storytelling

Story has been around for millennia, and before books, it was the primary way we shared history. As a unique form of communication, our brains are hardwired to understand the structure of story without much effort. 

An oversimplified science-y way to explain this is that narratives activate various regions of the brain responsible for processing information, emotions, and decision-making. At the simplest level, dopamine and oxytocin – two happy hormones – that make us feel content and connected are released when we hear stories.

With the growing popularity and mainstream use of AI, there’s no doubt we are more efficient than ever. Engineers are still figuring out how to train these models to be more responsive emotionally and use relational language. So, while this technology helps us do things faster, it will not replace our inherent design to feel connected.

Our emotions still greatly influence us, and this is where brands can stand out. 

So as a marketer, why wouldn’t you want to try everything you can to emotionally connect with your target consumer? (Maybe you are but are still not seeing ‘number go up’ in your google analytics dashboard).

In an era where efficiency and optimization compete with creative design and emotional connection, there are still ways to get and stay connected. We can still build brand loyalty, grow conversions, increase sales, and delight consumers.

Many studies have shown that emotional responses to marketing messages are a far better predictor of consumer decision-making than the actual content of the message itself.

For example, when someone tells you a story with a big statistic in it, what do you remember? I know a lot of people remember how they felt about the statistic but can’t recall the exact number.

Connection, 1, content, 0. 

Let’s dive into the framework that will transform your efforts.

The Brandscript Framework for Marketing

Donald Miller created the Brandscript framework. After writing stories for years, he realized that businesses could learn a thing or two from how Hollywood captivates audiences (even if the plot doesn’t change that much).

The premise of the framework is that nearly every successful movie plot follows a similar story arch, regardless of genre. You learn the characters, the problems that they have, then someone comes to help them, and they somehow overcome all obstacles to arrive at a (usually) satisfying ending. 

Miller’s framework simplifies this for anyone in business to apply the same arch to their brand narrative. 

Deconstructing the BrandScript Framework

At its core, the BrandScript framework consists of seven key elements that work together to create a cohesive and compelling narrative:

1. Character: This represents your target audience, the hero of the story.
2. Problem: The challenges, pain points, or frustrations your character/hero faces.
3. Guide: Your brand, positioned as the trustworthy mentor or guide.
4. Plan: The solution or product/service your brand offers to overcome the problem.
5. Call to Action: The pivotal moment where you invite your character to take action.
6. Success: The positive outcome or reward your character will experience by following your plan.
7. Failure: The potential consequences of not taking action or ignoring your guidance.

Each element plays a crucial role in crafting a narrative that resonates with your audience on a deep emotional level, guiding them through the journey from identifying their challenges to embracing your solution and ultimately achieving success in solving their problem.

Remember this one key thing: you and your brand are not the hero. Your target audience is the center of the story. 

Identifying their pain point and offering the solution (cue: now you can promote your business) as the pain killer to their struggle is the key. Now you’re not just another brand trying to separate someone from their hard earned dollars.

I love this framework for a lot of reasons, but mostly because it’s so flexible in application. It’s a great way to unify your brand narrative across channels even if you still do direct mail, need to improve SEO, or refresh your content strategy. 

Whether you are focusing on digital or traditional marketing, this framework is a game changer.

Let’s look at how to apply it.

Applying the BrandScript to Marketing Campaigns

The very first and most crucial step is to hone in on your target audience as your character or hero. It’s critical to look at your narrative through their eyes, not just how you would assume they would perceive the messages.

Doing user and market research are obvious here. As someone who thought they had their target audience crisp, this framework made me re-think how I understood who I was targeting and how to connect with them.

People want to know two things when assessing your brand:

• Does this business understand my problem?
• Can this business solve my problem?

The first question focuses on empathy. Use language your character/customer uses so it’s relatable to them.

The second question is about authority. Your expertise and capability to solve the problem shown through testimonials, logos, case studies, and so many other tactics.

9 Guided Steps to Connect With Your Target Audience

I’m going to talk you through a template you can use for your own brand. The example brand I’m using below is completely made up.

1. State your company name and the desire your target customer is looking for. 

Template: At X we know that you want Y.

Example: At The Lounge, we know that you want to relax in an elevated environment AND connect with a curated community of like-minded entrepreneurs. 

2. State the things the customer needs to achieve the goal. 

Template: In order to do that you need Z

Example: In order to do this, you need the proper atmosphere for high impact conversations.

3. State their social, emotional, and philosophical pain point.

Template:

• The problem is [state the physical problem]

• Which makes you feel [state the emotional problem]

• You believe [X] [Should or Shouldn’t] be [Y]

Example:

• The problem is that most lounges don’t offer premium experiences that support connection with your target community. 

• This can be frustrating, making you feel like going out is a waste of time. 

• We believe everybody should have the opportunity to experience community in an enjoyable environment. 

4. Introduce Your Solution

Template: This is why I/we do [state your solution]

Example: That is why we created The Lounge, a digital platform that allows you to coordinate and connect with others to meet in real life at one of our curated locations across the world. 

5. Give three steps or factors you can offer the customer.

Template:

Here is how it works:

1. First, we do [X]

2. Then we do [Y]

3. Last, we do [Z]

Example:

Here is how it works:

1. First, you download the app and fill out a quick profile with your preferences.

2. Then, we share recommendations on people you best match with based on your preferences and pair you with a facilitator to get the conversation started. 

3. Last, you can easily schedule a meet up with your new connections with the help of the facilitator.  

   All on our platform.

Revisit The Pain point and compare it with your solution

Template: Don’t do [X], Instead do [Y]

Example: Don’t spend your time going to networking events that leave you feeling empty and regretful. Instead, focus on curated connections supported by facilitators at The Lounge to help you make your next breakthrough connection.

8. Give a call to action also known as a CTA

Template:

Here is what to do next:

• Do [X]

• Or/Then/And do [Y]

Example:

Here is what to do next:

 Go to the App store and download “The Lounge” app. Follow the quick, step-by-step instructions and start connecting with other like-minded entrepreneurs.

9. Help them imagine what it’s like to do business with you

This is where it’s important to make people feel connected. Use sensory and descriptive words to drive the point home. 

Sell the destination at this point, not the journey.

Help them visualize being your customer and being happy. This makes them more likely to become your customer.

This is where it’s key to know all about your customer’s aspirational identity.

Template: Imagine [X].

Example: Imagine, connecting with new faces that feel like long-time friends. Together, step into a fresh and inviting space that feels like a second home as you are filled with motivation, inspiration, and new ideas to take your business to the next level.

That’s the power of The Lounge.

Try following these steps for your brand and see how it matches (or differs) with what you have today.

Case Studies and Real-World Examples

To illustrate the power of the BrandScript framework, let’s examine some successful campaigns that have effectively leveraged its principles:

1. Airbnb’s “Belong Anywhere” campaign: By positioning travelers as the heroes seeking authentic experiences, Airbnb positioned itself as the guide to a world of unique accommodations and local connections, tapping into the desire for meaningful travel experiences.
2. Nike’s “Dream Crazy” campaign: Featuring athletes who overcame adversity, Nike crafted a narrative that celebrated the indomitable human spirit. The brand positioned itself as the guide for athletes to achieve their dreams, fostering an emotional connection with its audience.
3. Apple’s “Creativity Goes On” campaign: During the COVID-19 pandemic, Apple’s campaign highlighted how its products empowered creativity, learning, and connection amidst the challenges of isolation. The narrative resonated with audiences seeking solace and inspiration during trying times.

This framework extends past boundaries of industry and company size. 

Integrating the BrandScript across Marketing Channels

While the BrandScript framework is powerful on its own, its true potential lies in its ability to be adapted and integrated across various marketing channels. For example, social media campaigns can leverage short, impactful narratives that align with the BrandScript elements, while longer-form content marketing efforts can delve deeper into any of the 7 elements we highlighted above.

Email marketing campaigns can reinforce the narrative through personalized messaging and calls to action, while traditional advertising (even on a billboard) can leverage the emotional resonance of the framework to create memorable and impactful campaigns.

If you work with influencers, or are an influencer, this framework gives you a great way to connect with your target audience. There’s so many ways you can spice this up and play with different angles all within the same framework.

As long as you stick to keeping the 7 elements really clear, you’re golden.

Consistency is key across channels. Sharing a cohesive narrative and reinforcing the story at every touchpoint helps solidify the emotional connection with your audience and strengthen brand awareness and recall.

Moreover, leveraging data through customer insights can help refine and optimize the narrative over time, ensuring that your campaigns remain relevant and resonant with your evolving audience.

Building a Narrative-Driven Marketing Culture

Branding and marketing are important throughways of internal company culture and attitudes. The Brandscript framework is a powerful tool, but aligning teams across the org to the narratives shared with consumers is important.

It’s how everyone in the company starts to feel connected to the consumer experiences they’re driving. 

Let’s use an example. If the operations teams are not passionate about the narratives the marketing team is using in their campaigns, how might this effect how the operations teams solves problems?

They probably won’t have great urgency or attention to detail because they don’t feel connected to the consumer experience.

Aligning people across departments around a consistent and cohesive experience for consumers helps drive a relatable brand story for those consumers.

If the internal culture is not authentic, then the external story won’t be either. Your audience will remain your audience and not convert to your customer.

Make Your Marketing Work Smarter With Stories

The market is saturated, and capturing attention of your audience is hard. Amongst the traditional marketing strategies, search engine optimization, and the rise in influencer marketing, competition is steep.

The BrandScript framework provides a repeatable and structured approach to connecting with your audience to convert them to customers. 

Leverage this framework to drive a cohesive story across your distribution channels, get creative with your messaging, and remember to keep your customer (the hero of the story) at the center. 

Don’t forget to share this narrative internally with cross-functional teams to create a culture that lives this narrative. Deepening connections internally with what is being shared externally drives better customer experiences (not to mention more innovation in your products and services).

Share stories. Connect emotionally with your customers. Solve their actual problems to maintain loyalty and grow market share.