Do you remember the days when ads would repeatedly push and prod the features of a product in your face? It seems rather quaint doesn't it? These days, readers (and watchers) want something different from their advertising. They want to be engaged and they want to relate to the content they are viewing.

It's called story based marketing and it works exactly as it sounds, by telling a story. Just like everything else you see on the Internet these days, the route to successful marketing has changed a lot with the advent of social media and interactivity. Instead of being bored to death with feature lists, consumers are reacting to products that tell them a story about how the product or service has affected a community, pushed boundaries, or interacted with its customers.

Here's an example:

Coffee Groundz, a coffee shop in Houston, Texas has nearly doubled its business in the last two years by allowing customers to order coffee directly through Twitter using Direct Messages. Coffee Groundz now hosts regular technology and networking meet-ups to interact with the local community and continue building its customer base. Now, you tell me if that's more or less interesting than this:

"Coffee Groundz offers high quality coffee, tea, and spirits, as well as free WiFi"

I would place a bet that you don't remember that sentence five minutes after you read it. But, you're probably going to remember the coffee shop that lets customers order on Twitter. That's story based marketing and with so much information drowning us on the Internet, it's no wonder it works so well.

 
Star Posted by Corey Michael Blake on 07/12/2010 02:02 PM   Comments (18)   Marketing Tips in the Technology and Tools Channel   marketing, twitter  
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18 Comments on Why a Good Story is the New Marketing Standard

NOV
14
2010
269,988 Points 7 Featured Posts Called Shot Master

Great post, and true story... Stories transferred information for thousands of years and is the ancestor of the internet and all marketing. Stories are easier to remember and add context to your product. Nice post.
1:34pm • #1
237,509 Points 6 Featured Posts Localism Sponsor Outside Blog Attended Rain Camp Called Shot Master

As an English major, I LOVE a good story!  You are so right that the public is drawn to something more than a product name and a slogan - they want to be engaged!

Thanks for an interesting post!
9:12pm • #2

I wrote a few blogs on Factors that Cause Influence - the latest trend in emotional branding captures all 7, while mixing in a story line that appeals to your emotions.
9:14pm • #3
185,789 Points

Thank you for the story line.  Being engaged in a basic concept associatee with service always intrigues me.

Thank you for the post.

Frank D'Angelo Eco Broker

Minneapolis MN
9:49pm • #4
1 Featured Post

I'm interested in hearing more about this philosophy --- I'd like to see how we can apply this to our business.
9:50pm • #5
551,951 Points 20 Featured Posts Outside Blog Called Shot Master

I agree that "story based" marketing is more effective.  It's more of a "pull strategy" vs. a "push strategy".  A story "pulls" the potential client in to the experience and they want to have the same experience!
9:59pm • #6
532,041 Points 15 Featured Posts Localism Sponsor Outside Blog

Hi Cory,

"It's called story based marketing and it works exactly as it sounds" good stuff and it make sense to me. From the "consumers" perspective can be powerful, thanks!
10:09pm • #7
113,480 Points Attended Rain Camp Called Shot Master
Great posting. telling vs. selling, stories about benefits vs. Lists of features, is where marking is heading.
10:16pm • #8
2 Featured Posts Called Shot Master

My knee jerk reaction to your post was that you were wrong, but then I go to thinking and I am glad you opened my eyes to this.  Story based advertising does make sense and is working in many different industries.  
10:27pm • #10
882,832 Points 50 Featured Posts Localism Sponsor Outside Blog Hit Router Attended Rain Camp

Cotton, the fabric of our lives.  Some of those brought a tear to my eye... never did figure out the real message, though. 
11:11pm • #11
100,716 Points 6 Featured Posts

Innovative ideas that differentiate - they earn a second look! And they create impact!

 

Jane Pacheco
11:21pm • #12
Outside Blog Called Shot Master

That is an interesting philosophy.  I agree that hard selling is not the way to go, and a story is a good way to go.  Now finding ways to integrate that, and use it into your own personal business is the challenge.
11:31pm • #13
556,373 Points 11 Featured Posts Outside Blog

Hi Corey -- Not that I am a story teller, but I know a good one when I see it, and you are so right.  I remember one older kid from my youth who was an amazing story teller, I still tell a few of his stories to my kids on occasion <with due credit of course.>  Makes perfect sense in the context of real estate any any venue.
11:51pm • #14
NOV
15
2010
1,352,282 Points 42 Featured Posts Outside Blog Attended Rain Camp Called Shot Master
Ben Kinney shows a video at Rain Camp with all sorts of dogs. It's not until the end you find out it's for dog food. It's brilliant, and it's exactly what you're talking about.
1:07am • #15
730,739 Points 15 Featured Posts Outside Blog Called Shot Master

Corey, I can see where this marketing approach is much better. Good post!
9:27am • #17
577,942 Points 7 Featured Posts Outside Blog Called Shot Master

True. It's hard to tell a story in the limited space of the typical MLS. But we could use our blog posts. Ding, ding, ding!
10:17am • #18
1 Featured Post Called Shot Master

Good Morning Corey!  I love it when I see a company who has figured this out and implimented it properly.  The 'buy-in' from their audience is substantial and bound to be profitable.
10:18am • #19
134,415 Points 2 Featured Posts Called Shot Master

Corey,

Stories are one of the oldest methods of teaching. If you can get them to learn your content, they will never forget the client...

-Brent
4:35pm • #20


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Corey Michael Blake

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