You can have the best product, the most data, and the biggest advertising budget, but if you can’t tell a compelling story, it doesn’t matter.
One of my favorite quotes about storytelling comes from Morgan Housel’s book The same as alwayswhere he says, “Storytelling is leverage.”
It’s such a simple but powerful idea: no matter how great your marketing plan is, it’s always the best Story that wins. Just look at companies like Nike, Apple, Disney and Dove, whose storytelling has made products household names for decades.
But how do you craft the kind of narratives that resonate emotionally and stick with your audience?
In one current episode from Marketing against the grainI break down Vonnegut’s three storylines and provide examples of brand storytelling how you can apply them to your marketing strategy. I also delve into popular story archetypes and tactics to keep your brand’s narrative authentic and compelling.
What is a story curve and why is it important for marketing?
A Story curveAlso known as a story arc, it depicts the emotional highs and lows of a narrative.
While commonly used by novelists and screenwriters, marketers use storylines to create content, campaigns, and messages that engage audiences by appealing to their emotions at key moments.
Kurt Vonnegut famously designed three of them most popular storylines:
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Vonnegut’s three narrative curves show how different narratives flow from one emotional point to another.
Let’s break down these three story curves in more detail.
Story Arc #1: Man in a Hole
In this story arc, the main character starts out in a good situation, but something goes wrong and he gets into trouble (“the hole”). After struggling to overcome the challenge, they return not just to where they started – but in one even better position than before.
This story curve is particularly popular in marketing due to its universality Theme of overcoming adversity. For example, Nike’s first commercial in 1988 Walt Stack, an 80-year-old marathon and ultramarathon runner, reinforced the message of pushing boundaries to achieve greatness.
Story Arc #2: Boy Meets Girl
This arc begins with a person in an ordinary situation. They encounter something wonderful—be it a person, an opportunity, or an experience—but then they lose it. Through perseverance, they eventually regain it, leaving the hero in a permanently improved state.
Story Arc #3: Cinderella
This story arc follows a person who begins in a very depressed or depressing state. Through a series of fortunate events, often with luck or outside help (e.g. a fairy godmother), they dramatically achieve infinite happiness or success.
Also referred to as the “rags to riches” arcThis is one of the most enduring and popular tales in Western storytelling.
Choose the right story curve for your brand
The key to effective storytelling in marketing is Decide which curve best suits your target group, industry and company mission.
For example, one of the most famous examples of the “Man in a Hole” narrative is Apple’s “Think Different” campaign, which positioned Apple as a brand for outsiders and rebels.
Back then Apple Was an outsider who faced a challenging market dominated by traditional technology companies like Microsoft and IBM. Instead of emphasizing the technical features of their product like everyone else, Apple’s marketing team took the opposite approach, leaning into their underdog status and adopting an emotional narrative: If you’re different, Apple is for you.
By turning adversity into strength and turning it into a story, Apple went from being an overlooked brand to being synonymous with innovation and creativity.
Tips to improve your marketing story curve
Once you’ve identified the right story curve for your brand, the next step is to expand and refine it. Here are 4 tips to get you started.
1. Follow a story archetype
A Archetype of history is an extended narrative structure that forms the more detailed backbone of your story. Think of it as the major plot points in a novel or the major storylines of a film, which can then be mapped to the emotional journey of your story arc.
Although there is seven major story archetypesThe two most commonly used in marketing are:
- The search: This archetype portrays the customer as a hero who is on a mission to achieve something valuable, such as a new skill or growth, with the brand as a “guide” or tool to help them get there.
- Rebirth: This archetype is often used in B2B campaigns and shows a customer going through a significant transformation, such as: B. turning around his company or improving his team by using the brand’s product for success.
2. Sharpen your core message
Your core message is the most important insight you want your audience to remember. It should be a short, clear statement that conveys the emotions or beliefs you want to evoke.
Take Nike’s “Just Do It” campaign, for example. They didn’t overload their messages with product specs or details – they gave them three simple words that perfectly expressed the spirit of determination while urging people to action.
3. Check for emotional resonance
Check that your story arc, archetype, and core message align with your audience’s needs, emotions, and values.
For example, Dove’s Real Beauty campaign didn’t just sell soap. It led to a deeper conversation about beauty standards and self-esteem. By rejecting unrealistic stereotypes and highlighting real women, Dove made his audience feel seen and understood.
4. Double the authenticity
Audiences can spot a made-up narrative from a mile away, so you need to tell them a story that your brand can tell.
Patagonia is a great example of authentic brand storytelling. They don’t just talk about environmental sustainability; It’s integrated into everything they do, from their products to their activism. That’s why their environmental stories resonate: they live their values.
To learn more about how to build a standout brand story, check out complete episode from Marketing against the grain below:
This blog series is a partnership with Marketing Against the Grain, the video podcast. It delves deeper into the ideas of marketing leaders Kipp Bodnar (CMO of HubSpot) and Kieran Flanagan (SVP, Marketing at HubSpot) as they craft growth strategies and learn from outstanding founders and peers.