The importance of using storytelling in your marketing


"Remember, remember the fifth of November, with gunpowder, treason and plot.

I see no reason why gunpowder, treason should ever be forgot."

This rhyme was created to remember the attempt to blow up Parliament by Guy Fawkes and his co-conspirators in 1605. It was created to show that acts of treason will never be forgotten, and to this day we still celebrate Bonfire Night or Guy Fawkes' Night to commemorate these events. Although Guy Fawkes was a terrorist who was hung, drawn and quartered for his offenses, he is remembered almost as an anti-hero and has been adopted by modern anarchists and protestors as someone to emulate. He represents standing up against the establishment and fighting for what you believe in.


Turning Guy Fawkes from a villain into this anti-hero figure is a good example of how storytelling can revolutionise the perception of something or someone. Storytelling can be utilised in your marketing strategy to attract the attention of your target audience and turn the ordinary into something extraordinary; something that your prospects want and need to buy. If you run an accountancy firm, for example, it can be difficult to make your marketing messages inspiring and exciting, but if you create a hook or a story around your business, it will draw people in more. Here are a few tips to consider for storytelling marketing.

Feature real, relatable characters

Tell your story using real people, your staff or your customers, for example. You could talk about your customers' experience with your product or service, or tell the story of how and why you deliver this to your customers. Real people will make your story more believable and your audience will be able to relate more to what you are saying. 

Appeal to emotions

Tell a story that will inspire and entertain your audience, one that they will want to share with their friends and family. If you tell stories that are genuine and that make people feel something positive, this will reflect on the way they feel about your brand.

Show the benefits

You don't have to list all of the benefits of using your product or service in order to sell it; tell a story which shows how you have helped your customers and how they have benefitted from using your product or service. You don't always have to spell it out to your audience.

Most of us remember stories much more readily than we remember facts and statistics, so create something memorable that will stick in the mind of your audience and that they will want to share. Tell your story in writing or, even better, in a video. Make your business memorable by inspiring people with your story. 

If you would like any advice on how to incorporate storytelling into your marketing, call us on 0115 880 0247 or email

Tagged in: Marketing


  • No comments made yet. Be the first to submit a comment

Leave your comment

Guest Thursday, 26 April 2018