Savvy content marketers know that to engage their prospective audience they need to create emotionally engaging information.  Story-telling is an increasingly becoming an important skill for marketers.

If you are like most business people, you most probably believe that to promote your product or service, you need to talk about all the benefits/features.  With this mindset, it is hard to come up with any interesting stories behind industrial sifting equipment, spray tan machines or even accounting services for that matter on YouTube. You an gain more views and subscribers with the unique stories. If you are new to YouTube, buy YouTube  likes and subscribers to increase your brand awareness.

As the saying goes, “facts tell, stories sell”. So instead of pelting your potential customers with facts, it’s time to start gently enveloping them with a fine mist of how your product relates to the world and them.

To find the right company stories, you need to put on your story-finding hat.  Be open to them and you’ll be surprised by what you might find.

The Hero Quest – Your Customer’s Hero Journey

Starting with your customer’s problem is a great way for viewers to focus on issues that they can relate to, while setting up a context for how your solution can help them.  It’s also an ideal way to show that you understand the customer experience.

In fact, research has found that by starting with the problem, then offering the solution, is a highly effective sales process.

In terms of creating a video, begin by introducing the ‘hero’ or your customer.  The story can be broken down into a typical hero plot:

  1. The customer experiencing a problem (the hero’s challenge)
  2. The customer finds a solution (introduce your product and service and demonstrate how the problem is solved)
  3. The customer is rewarded for their search (cue benefits, statistics on how many people the product or service has helped etc).
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The storyboard format forces you to tell the story from the customer’s perspective and it explains the emotional or actual physical payoff they will receive.

It is a very flexible story format that can show a “hero/customer” or just be explained with a voiceover.  Either way it’s a winning formula that we have been using to create our client’s videos for over 10 years.

  1. A Tale of Romance

We all know this typical story plot of boy meets girl, boy or girl faces a challenge, boy nearly loses girl (cue rival) to end with boy and girl living happily ever after.

In a marketing sense, this story can be told by:

  1. Customer finds your product or service online
  2. A rival comes along with what they think is a better offer
  3. Customer is confused, but your product or service saves the day.
  1. Include a real-life story

Make your content meaningful for your audience by including the story of a real person who is affected by your product or service.

Having video content of your customers talking about their experience with your offering is far more credible than if you were just to talk about how great you are.

Your story can be told by:

  • The issue they were facing
  • Why they decided to go with you
  • How the process went
  • The results (interspersed with who they recommend it to and why).

Telling stories doesn’t have to be difficult.  What meaningful stories can your company tell?


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Ozzy Garcia, Professional Blogger, Marketer, Motivational Speaker, Mentor and a big fan of traveling.