Hey there, listener.
I’ve shared before that I am (and always have been) a total bookworm. My favorite memories from teaching are getting kids to love reading for reading’s sake, not just for points on a quiz.
There’s something about a great story that makes memories so much more vivid. I can remember exactly where I was, what I was eating, and how I felt while reading a Laura Ingalls book as a fourth grader. I can’t tell you the exact title, because memory is like that. We don’t always remember the details, but the big picture sticks.
In this episode I’m sharing how to use stories to help your big picture stick with your audience by using a narrative framework as your marketing plan.
- “It’s so easy to forget the specific facts and figures of something but the compelling nature of narratives stay with us.”
- Psychologist Jerome Bruner’s research suggests facts are 20 times more likely to be remembered if they are part of a story.
- In a random group, roughly 40% of people are auditory learners, 40% respond best to visuals, and 20% learn by doing. Stories help each of these types of learners create a mental picture to view in their mind’s eye.
- Book recommendation: Building a Story Brand by Donald Miller
- There are five elements to a story that our marketing needs as well: Exposition (Introducing your team and location), rising action (sharing problems your product or service could solve), climax (advocating for your product or service), falling action (sharing next steps), and resolution (showing the transformative power of your product or service).
- “Features or specifics can be forgotten, but story sticks.”
- Frame your business’s best or worst moments into the context of a story and bring them into a narrative structure. Choose the right medium like a visual on Instagram, a long-form blog post, or a newsletter series.