We often hear the term “storytelling” as a marketing strategies but many of us are not sure what “storytelling” really is and how effective storytelling techniques can be used in business
Further, although it’s a common word, effective storytelling techniques are not well understood or how they apply to selling a product, a service, or—as we shall discuss—a president. The following are some facts about storytelling and a demonstration of some effective storytelling techniques when it comes to marketing a president. In fact, when used in politics, they are the best stories for storytelling.
First, what does storytelling entail?
When it comes to, the art of storytelling to sell products, services, or even presidents, as we shall discuss, usually there has to be the following three components:
- A problem
- A hero (e.g., a person, a product, a service
Given that this is an election year, appropriate examples of how effective storytelling is used as a marketing tool involve politics. Storytelling and branding someone running for president has been used in politics since the country was founded and they usually are examples of the best storytelling techniques and should be viewed as storytelling tips.
The examples are based on how marketers, especially marketers of politicians, explain how President George W. Bush was re-elected in 2004 and how President Barack Obama was elected in 2008.
When it comes to politics, the solutions used to address the problem typically involve either “fear” or “hope.” You’ll see politicians’ shaping their campaign efforts with this in mind.
Storytelling President Bush
By 2004 and due primarily to the war in Iraq, Bush had a very high negative rating. Private polling by his own party indicated there was a good chance he would not be re-elected. So—using the three storytelling components—the following story was told to help get Bush re-elected:
Problem The president might not be re-elected.
Solution: Because of terrorism, 9/11, and perceived threats to traditional values occurring in the United States, it was determined that “fear” based on these concerns would be the most effective way to re-elect the president.
Hero: The hero that could ease our fears and protect us: George Bush.
The result: It worked.
Storytelling President Obama
Obama faced several obstacles: He was African American; he had limited experience in politics; the country was economically on its back, and Obama had no economic experience; he was young; and he was perceived as a “liberal,” which ran counter to the views of many Americans.
Problem Obama would have a tough time being elected president.
Solution: Because his opponent, Senator John McCain, continued to use “fear” as a central theme of his campaign, the Obama marketers decided to counter that with “hope”—hope that we could turn the economy around, that we could reduce tensions around the world, etc.
Hero: The hero that could bring us hope: Barack Obama.
The result: It worked.
These are examples of storytelling techniques can be used to sell products…as well as presidents.
When writing an article, the following are some of are most effective storytelling techniques:
First we discuss the problem—whatever the challenge facing the consumer, building owners, building managers, and/or cleaning professionals.
Then we present solutions. Many times there are different solutions to a problem, and to enhance credibility, we mention many of those.
However, invariably, there is only one best solution—our hero—and that is my client’s product.