Storytelling for Better Marketing

Kellie Emrich

Storytelling. It’s not just for campfires or bedtime, right? I mean, think about it—what makes you remember a brand, or even feel connected to it? It’s the stories they tell, the way they make you feel something. And in marketing, that emotional connection? Oh it’s, it’s gold.

Kellie Emrich

Here’s the thing. In today’s digital age—on platforms like Instagram, TikTok, even LinkedIn—people are looking for more than just products. They’re searching for authenticity, for meaning. And storytelling, when it’s done right, gives them exactly that. It’s like giving your brand a heartbeat, you know?

Kellie Emrich

Now, let’s talk about what makes storytelling such a superpower in marketing. When we tell stories, we tap into emotions. And emotions? They drive decisions. So, instead of throwing stats and features at your audience, you tell them a story they can see themselves in. Suddenly, you've got their attention—and their loyalty.

Kellie Emrich

Take Coca-Cola’s "Share a Coke" campaign. Remember that? They replaced their iconic logo with people’s names. And, boom, it became personal. Nobody was just buying a soda—they were buying this idea of connection, of sharing a moment with someone special. The story wasn’t about Coke anymore—it was about the people drinking it. That’s the kind of emotional engagement we’re talking about.

Kellie Emrich

And here’s the kicker: storytelling doesn’t just enhance engagement; it makes your brand unforgettable. When your audience connects with your story, they don’t just remember your product—they remember how your story made them feel. And feelings? They stick with us much longer than facts ever do.

Kellie Emrich

So, whether you’re launching a campaign or just crafting an Instagram post, think about this: what story are you telling? And—and more importantly, how are you making your audience feel?

Kellie Emrich

Alright, so we know storytelling is powerful—but how do you actually tell a great story? Like, what makes a story stick in someone’s mind? Let’s break it down, step by step.

Kellie Emrich

First, you’ve gotta start with a moment that grabs attention. Forget, “Today, I’m going to talk about…” Instead, think about dropping your audience into the middle of something exciting or emotional. Imagine opening with, “I was pacing backstage, heart racing, knowing this one presentation could change my business forever.” See how much more engaging that sounds?

Kellie Emrich

Next, there’s this thing every unforgettable story has—conflict. People relate to challenges, to hurdles they’ve faced themselves. Maybe it’s a problem your brand solves or a personal frustration your audience knows. Lay it out and make it relatable. Then—and this is key—you build some tension. Show the stakes. What happens if the conflict isn’t resolved? What’s on the line? That’s what keeps people hooked.

Kellie Emrich

And then? Wrap it up with a resolution that’s impactful and reinforces your message. It’s like tying everything together with a big bow—but the kicker is, the audience walks away with the lesson, not just the facts. That’s what makes it stick, you know?

Kellie Emrich

But there’s more to it than just the structure. It’s how you deliver it. The best storytellers don’t just tell—they perform. So, think about your voice. Are you varying your tone? Are you slowing down at key moments to build suspense? And what about your body language? Are your gestures reinforcing your words? These things might sound small, but they’re they’re what bring your story to life.

Kellie Emrich

I’ll tell you a quick story. A while ago, one of my students created a campaign for a local bakery. Instead of just posting pictures of cupcakes, they shared the story of a grandmother who’d been coming to the bakery for thirty years. They talked about how every Friday, she’d pick out her favorite treat—a memory she’d passed down to her grandkids. That one post? It exploded. People weren’t buying cupcakes anymore—they were buying into the story of family, of tradition. And you know what? Sales went through the roof. That’s the power of storytelling done right.

Kellie Emrich

So, when you think about your next campaign or social post, try structuring your story like this. Drop into a scene, make it relatable, build some tension, and end with that “aha” moment. And don’t forget—how you deliver it matters just as much as the story you tell.

Kellie Emrich

So, let’s get real. We can talk all day about the importance of storytelling, but, you know, the key question is—how do you actually get better at it? Like, where do you even start? Here’s the thing: you don’t need a massive audience or a big campaign to practice. Some of the best storytelling happens in the simplest, most low-stakes settings.

Kellie Emrich

Think about social media. Platforms like Instagram or TikTok—those are perfect for micro-stories. Let’s say you run a small business. Start by sharing a behind-the-scenes clip: maybe it’s your team packing up products or a quick before-and-after transformation of a project you’re working on. Add a little context, like why it’s meaningful or how it relates to your audience, and boom—you’ve got a story that resonates.

Kellie Emrich

And if you’re not active on social just yet? That’s okay. You can even start in team meetings. Use a quick, personal story to make a point or kick off a discussion. It doesn’t have to be perfect. The more you practice, the easier—and more natural—it’ll start to feel.

Kellie Emrich

Now, let’s talk big-picture. Leaders—whether you’re managing a team or building an online community—can use storytelling to truly stand out. Picture this: you’re introducing a new policy, right? Instead of just listing the changes, you could start with a personal anecdote—maybe how you personally navigated something similar in your career. Suddenly, it’s not just data; it’s relatable, it’s human. And that builds trust, which is what good leaders are all about.

Kellie Emrich

I’ve seen firsthand how powerful this can be. Like, I worked with this nonprofit—a food pantry, actually—and they wanted to boost donor engagement. So, instead of just, you know, talking about numbers or needs, they created these short videos. One was a testimonial from a single mother who shared how the pantry helped her get back on her feet. Her story was raw, it was emotional, and honestly? It was unforgettable. Within weeks, donations skyrocketed, and—probably even more importantly—the community connection grew stronger. That’s the thing about storytelling—it doesn’t just move people; it moves action.

Kellie Emrich

Alright, so here’s your takeaway. Whether it’s a formal presentation, a social media post, or just a simple team talk—engage with stories. Start small, explore, and see what clicks. And more importantly, don’t be afraid to be a little vulnerable. That’s where the magic happens.

Kellie Emrich

And on that note, that’s all for today. I hope you’re walking away with, well, not just ideas but the inspiration to try them out. Because, you know, storytelling? It’s not just a tool—it’s your superpower. Thanks for tuning in, and I’ll catch you next time. Keep creating and connecting!