Stories are what we grew up on and today, as marketers, stories are what drive our brands. Lisa Gerber, the founder of Big Leap Creative, chose to focus her INBOUND17 session on this very fact, and provide key insights on how to use storytelling for marketing.
As a testament to the fact that everyone loves stories, the session was jam-packed.
So proud of @lisagerber for rocking a packed house at #INBOUND17 Go girl!! pic.twitter.com/kN8zPX8oYs
— Marcus Sheridan (@TheSalesLion) September 26, 2017
As marketers, we are trained to factor in search engines into all decisions, especially content. So that is where Lisa starts, stating that every search is a problem that a real person faces, and hence an opportunity for us to solve that problem, and get found.
"Storytelling in marketing can be an account or narrative of events around your brand." — @lisagerber #INBOUND17
— Kali Roberge (@KaliRoberge) September 26, 2017
"Our stories are what get us found." — @lisagerber #INBOUND17
— Kali Roberge (@KaliRoberge) September 26, 2017
Stories convert to sales when you show up at the right place at the right time with the right story. @lisagerber #inbound17
— Natalie Boike (@nataliek05) September 26, 2017
Then Lisa dives into why is it that stories are important. She emphasizes the point that great stories make us feel, provoke emotions, and hence have the power to influence action. And that is why it makes absolute sense to use storytelling for marketing.
Stories make emotional connection…Our brains are wired for story, we think in cause and effect. -Lisa Gerber #inbound17 pic.twitter.com/tewGTmz10n
— Jessica Slusser (@Jess_Slusser) September 26, 2017
And because stories are all about emotions, what we need to craft a great story is empathy. If you are able to truly be in someone’s shoes, you know their story, and you can tell their story. And once you get that story right, it’s more powerful than any stats you can quote.
Translation of @lisagerber's session so far: empathy. Get in the head of someone — a REAL someone — before you tell your story. #INBOUND17
— Kali Roberge (@KaliRoberge) September 26, 2017
"Stories that influence action appeal to the head & the heart – and are more memorable than stats & data" – Lisa Gerber #INBOUND17
— hayleylou (@hayleyljames) September 26, 2017
Next up, Lisa had a few more tips to creating great content:
- Get your protagonist right. And it’s not you!
- Give away the happy ending
"All good stories have protagonists. But the mistakes brands make? Making YOURSELF the hero." – @lisagerber #INBOUND17
— Kali Roberge (@KaliRoberge) September 26, 2017
Major takeaway: "give away the happy ending." Thanks for a great session, @lisagerber! #INBOUND17 @INBOUND #amwriting #writinglife pic.twitter.com/cM0KB7Pzi5
— Kate Vogel (@k8writesWPI) September 26, 2017
And finally, you are in the game when you can match your great stories to where your customers are in their buyer’s journey. Once your customers start coming across your stories at the right time, you are well on your way to getting conversions, and eventually, loyal customers.
The Customer Journey… @lisagerber @big__leap #inbound17 #storytelling #customerjourney #marketing #tellastory pic.twitter.com/UWanPBuQnD
— Rock N' Roll Social (@RNRSocial) September 26, 2017
So that’s what Lisa Gerber had to say about leveraging the power of stories and use storytelling for marketing. What do you think? Are you telling your stories the right way?
Quick parting note: Like the past two years, this year too we are pulling off a remote coverage on INBOUND 17. Stay tuned for all our session recaps, insights, and sketches over the week, and check out coverage to find all things INBOUND17.
Our Knowiz team is also at INBOUND17 this year. Let’s grab some coffee together and discuss agency growth
