Once upon a time in the built environment…

You might not think it, but marketing is all about stories. Perhaps you’re thinking, surely it doesn’t go that deep? How can storytelling help my B2B business sell its services, the built environment is pretty straight-laced, no?

Au contraire dear reader. The built environment is chock full of stories and compelling narratives. Simply walk through central Manchester or Liverpool’s dockside and you’ll find stories on every street corner. For every brick laid, every planning statement, and every RIBA report, there’s a story to be explored.

The job of a good marketer is to get to the bottom of that story and to retell it in a way that connects with people, tickles emotion, and ultimately provokes action. In this short blog, we’re going to explore the idea of storytelling in marketing, helping you find the story to be told in your work.

Why do we tell stories?

We tell stories to evoke an emotional reaction in the reader. Stories are an integral part of our culture and species. In the 21^st century, stories spawn a multi-billion-dollar industry centred on novels, films, TV, and computer games. Going back in history, they’re the building blocks of history, forming the foundation for world religions and even the formation of countries. The lens with which we view history, from the ancient to the modern day, is a kind of story.

This is the power of storytelling and the emotions it creates. It’s strong enough to encourage fervent religious belief and patriotic zeal.

Emotion – the social contagion

Emotion is contagious. Need a lift? You catch up with your friends. Losing direction professionally? Go to an event. Want some Christmas spirit? Step into the Christmas markets (or something nicer maybe).

Whether it’s a group of people at a festival, a political rally, a party, a sports match or a house share: the dominant emotion infects everyone. It’s very difficult indeed to remain miserable at a decent comedy night.

How powerful would that be if we could say the same of our business?

What feelings can we evoke from our marketing?

For stories that work for marketing, the feeling we’re seeking to provoke is desire: desire to purchase your service, invest in your city, or buy your steel framing solution.

Ultimately, what this comes down to is telling a story about how your business can improve your target client’s life or business. It’s as simple as seeing what your client needs, how you can fill the gap and telling them exactly what benefits you can offer them. People want to see themselves and how they fit into your narrative. If they don’t appear in it, why should they care?

Telling stories in a business context is about bringing facts to life. What is it about that thing – the new building regs, the increase in planning fees, a fresh-faced housing minister? Why should your audience care and how can you turn the story to your advantage?

The important thing is to consider what impact it will have on your target market. Once you have that, you’ll have the basis of a good story with the right outcome. After all, everyone loves a happily ever after.

It’s not just words

Telling stories is a 3D experience. Everything from visuals, colours even sounds can go a long way to enhancing your story. We’ve spoken before about colour psychology and brand archetypes. These are elements that will fit neatly into your story.

If you’ve got some serious writer’s block, Luma Marketing can help you come up with the perfect story for you and your business. Our experienced creatives will get to the bottom of who you and your target market are and craft a narrative that pulls people in and pays dividends for your business.

Contact us today to chat about your needs.