Marketing and the power of words


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Marketing and the power of words


EN

Storytelling in Marketing

What has our practical experience taught us about storytelling in marketing?

How do you tell your story when you have a business, a company, or your own venture that you pour your heart and soul into, hoping for the best results?

Illustration

Source: Canva adapted

We all want to make a profit because it’s the engine of every business. However, true joy comes when our efforts benefit a client or customer, when we feel satisfaction from successfully conveying our story and touching someone’s heart.
Ultimately, what we really want is to earn the trust of our customers, so they invest their money in our products or services because they believe in what we offer just as much as we do.

In this blog, we discuss how to tell stories that leave a lasting impression on your audience while avoiding predictability. We’ll share how we approach storytelling and connect with our clients.

How can storytelling help me?

Telling stories—often referred to as storytelling—isn't new. We all tell stories—in our families, to friends, to children at bedtime, at work, during conferences, and in marketing. And we know where each story resonates.
Imagine you’re at a camping trip, sitting around a campfire under the stars after an exciting day. What keeps everyone’s attention? Of course, it’s the stories.
But when it comes to our business, things get more complicated. We at KANPEKI understand this well—we’ve written stories for various clients, but crafting our own story is always a special challenge. It’s about explaining who, what, how, and why, while remaining objective and not sounding pretentious.
First, you need to realize that marketing is not the same as sales. Sales is a different dimension, a different department in the company, if you will, but it’s closely related to marketing. To simplify: while sales (mostly) relies on numbers, marketing relies on stories.
We all know how to tell stories, but when it comes to storytelling in marketing, things aren’t that straightforward. Every story has a beginning, a plot, a climax, a resolution, and a conclusion. Or more simply: Introduction, Conflict, Resolution—Call to Action (CTA). But is this formula good enough for marketing? Can anyone who follows this principle tell a “good story”—one that “sells” or adds value for the reader?

What makes a good story?

We believe a good story allows you to visualize the entire process—it lets you experience the narrator's enthusiasm. A good story shares dreams, feelings, and fears—personal experiences. This creates trust and a connection between the storyteller and the listener, or in our case—between you and your customers. If you want people to remember something, tell them a story.
For instance, did you know that American President Abraham Lincoln loved stories? He was known for his storytelling ability. Throughout his life, especially in his political career, he used stories to convey messages, clarify complex ideas, or diffuse tense situations. His talent for telling stories in a convincing and simple way was one reason he was such an effective speaker and leader. He understood how powerful stories can be. These illustrations, these stories, are what attract and hold attention. Following Lincoln’s approach, we can say that storytelling is not just a tool in marketing; it’s the key to successful communication.

They say I tell too many stories; it’s true, but through my years of experience, I’ve found that ordinary people, while busy with their obligations, find it easier to absorb information through rich illustrations than in any other way.

Abraham Lincoln

Illustration

Source: Canva adapted.

Now let’s bring it back to our time. In the digital world, where everything is created—whether images, posts, or videos—it’s important to remain authentic. Storytelling helps you achieve that. For a story to be effective, it must include several key elements:

    EnthusiasmTell your story with passion and energy. If you enjoy sharing your story, your audience will feel it.
    AnimationReaders should experience gestures and facial expressions through your text. The story should come alive before their eyes.
    Involvement A good storyteller draws the audience into the narrative. Make the reader feel part of the story.
    SpontaneitySometimes, a small digression from the topic can keep the reader awake and engaged.
    HumorHumor is universal, and you can use it in both sad and happy stories. But be careful—tailor it to the story’s context.
    CreativityPresent a familiar story from a new perspective. Storytelling is the art of presenting the old in a fresh light.
    Personal toneIf possible, tell the story in the first person. This adds authenticity.
    Touching emotionsTouch the hearts and minds of readers; sincerity will help you in this.
    Call to actionEvery story needs a point. In our context, the point is to encourage the audience to buy our product or service, subscribe to our newsletter, etc.

So, how do you write a story in marketing?

Illustration

Source: Canva adapted

Storytelling in marketing is a creative way to share information, connect with your target audience, and leave a mark. While using storytelling in marketing is a powerful tool, it increasingly faces a significant hurdle: predictability.
Nowadays, consumers are bombarded with countless marketing messages, and the classic story structure—introduction, challenge, turning point, and happy ending—has become so common that almost every reader can anticipate the plot.

How can you avoid predictability and tell a story in a new, fresh way?

    Play with expectationsInstead of following a traditional narrative line, think about how you can subvert expectations. What if your hero doesn’t find the solution to their problem right away? Or if the solution comes with an unexpected cost? This creates a story that’s less predictable and therefore more engaging.

    Show imperfectionPeople connect with stories that reflect reality, and reality isn’t always neatly packaged with a happy ending. Stories that include imperfections or unexpected outcomes can be much more compelling. Tell a story where your hero experiences failure or where change isn’t straightforward. For example: “Even though I took the first step, the new routine brought new challenges, and the path to change was much harder than I expected.”
    Introduce more charactersInstead of focusing solely on one hero, try incorporating multiple perspectives. Let different characters tell the story, each with their unique views on the situation. This technique can add depth to the narrative and make it less predictable. For example: “As I struggled with the changes, my wife Mary had a different perspective, often questioning whether it was worth it.”
    Use unexpected elementsTry to incorporate something completely unexpected into the story—whether it’s humor, a metaphor, or even a change in narrative style. This can surprise the reader and keep their attention. For instance: “In the midst of the biggest crisis, I found the answer in the most unusual way—sitting in my favorite café, observing the cracks in the concrete next to my table.”
    Leave room for readers’ interpretationsIt’s not always necessary for your story to have a clear ending. Allow readers to interpret the story in their own way, which can provoke deeper thinking and greater engagement.

When storytelling is predictable, it loses its power. However, if you play with form, structure, and content, you can create stories that surprise, engage, and leave a lasting impression on your audience. Step outside the bounds of classical narrative and explore new ways to tell your marketing story. Because the true art of storytelling lies in what is unexpected, imperfect, and real.

Tips for Better Storytelling in Marketing

Illustration

Source: Canva adapted.

Tell your own stories: The best stories are those we’ve experienced ourselves. Adapt them to the context and situation.
Focus on the audience: Connect with them on an emotional level—ensure your story always adds value for the reader, showing that you recognize their “problem” which your product or service successfully addresses.
Pour your heart into the story: Don’t be afraid to show that you care about what you’re writing.
Assume the audience wants to hear your story: Don’t be insecure; uncertainty kills any interest.
As Lincoln knew, a good story has power. And in marketing, a good story can mean the difference between average and extraordinary results. So, follow the example of great storytellers, but develop YOUR storytelling to achieve successful communication with your audience.

If you want to enhance your storytelling and connect better with your audience, contact us to learn more, or subscribe to our newsletter! We share new stories that can help you master your “marketing skills” and boost your business success.

KANPEKIMarketing and the power of words

We analyze each project in detail and offer a business solution that will meet your requirements.

Call us

+387 63 69 78 79+387 33 86 68 76

Write us

Contact us to learn more.

Visit us

Vilsonovo 1071 000 Sarajevo

Created by KANPEKI

Privacy Policy

All rights Reserved

KANPEKIMarketing and the power of words

We analyze each project in detail and offer a business solution that will meet your requirements.

Call us

+387 63 69 78 79+387 33 86 68 76

Write us

Contact us to learn more.

Visit us

Vilsonovo 1071 000 Sarajevo

Created by KANPEKI

Privacy Policy

All rights Reserved