How is Storytelling different than Marketing?
Storytelling takes your client, or anyone, on a personalized connect journey that's logical and authentic. Marketing's typical Journey is to push the client through a sales funnel – and agenda-driven Journey.
We lump Storytelling and marketing together as if they are the same. Yet if you look closely, you start to see key differences that make a world of difference in your outcomes.
#1 Intentions: Storytelling is about building relationships. Marketing is about creating transactions.
Marketing pertains to sales. The two are different because marketing has a more transactional relationship with the customer. Storytelling is about community, connection, and emotional engagement that leads to long-term connection and loyalty.
Storytelling is all about connecting with your audience. It's about showing how your product or service can help, explaining why it's worth paying for, or sharing how it has changed someone's life. Storytelling is a powerful way to build trust and credibility with your customers.
#2 – Context: Storytelling is about making people feel something. Marketing is about making people think about something.
Content Without Connection is Just White Noise Your customer base is waiting for your content to make a difference. Content alone comes across as just about you and what you want to say or sell. Storytelling allows you to put context to content. Today marketing departments utilizing social media platforms like Facebook, Twitter, Instagram, and LinkedIn, use Storytelling to convey the connection of the business wants with their audiences.
#3 The Destination: Storytelling takes your client, or anyone, on a personalized connect journey that's logical and authentic. Marketing's typical Journey is to push the client through a sales funnel – and agenda-driven Journey.
The stories we create should be authentic, open, and transparent. 86% of consumers agree that authenticity is one of the key aspects they consider when evaluating brands.
Build a relationship with your audience by being transparent and sharing your company's values. Your stories should have a logical connection that leads your audience to believe in your brand. A story created without any thought or concern for the customer will not result in a relationship.
When you understand the fundamental difference between marketing and Storytelling, you can see why one is so universally beloved while the other tends to leave a bad taste in our mouths.
Marketing is about taking the customer from attention to purchase, whereas stories are about transporting the reader to another world.
Marketing is focused on education, inspiration, and entertainment in service of a sale. Storytelling, on the other hand, is focused on education, inspiration, and entertainment for value and connection.