Narrative based marketing: How to change the world of your customer

Now let me start this off by telling you that this is a super short summery of a system that took 10 years to create. So I'm not going to go as deep into it as I'd like to. Book a workshop if you like. People seem to love it. Anyway… they topic is

Why story is the key to everything. And today we're talking about marketing.

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Fist of all: Yes, people are 22 times more likely to remember information if it’s woven into a story. So in a market overwhelmed by information, narrative-based marketing isn’t just a fling, it's a love story. An essential strategy for brands seeking genuine connection and lasting impact. This article delves into narrative based marketing, outlining how it works, why it's effective and how you can apply it to your brand.

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why narrative-based marketing matters

the key distinction of narrative-based marketing is its fundamental approach – placing the customer, rather than your brand, as the protagonist or hero of the story. Your brand serves as the guide or mentor, enabling the hero to navigate challenges and achieve personal or professional growth. It is this shift in perspective that allows audiences to deeply resonate with your message.

the four building blocks of narrative marketing

1. brand

At its core, your brand is not just a visual identity; it's an economic and emotional entity. It should encapsulate your mission, vision, values and the overall reason why you exist and why customers should care.

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2. personas

Creating detailed, authentic personas enables your brand to truly understand your audience’s needs, frustrations and goals. These personas aren’t vague profiles; they are richly described characters with real-world concerns and ambitions. Today we use a comprehensive combination of big data and AI to create very detailed data-based personas.

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3. narrative

The heart of narrative-based marketing is storytelling. Employing structures like the hero's journey, your narrative guides customers from their ordinary world through struggles and successes, ultimately arriving at a transformed reality facilitated by your brand.

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4. marketing

When your marketing is rooted in narrative, every channel – from digital ads and social media to offline experiences – consistently reinforces your story, enhancing awareness, deepening consideration and driving conversions.

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the hero’s journey in marketing

Central to powerful narratives is the hero’s journey, a widely recognised storytelling method. Wikipedia it. The point is that is an amazing tool to structure story.

transfer planning: ensuring lasting impact

beyond storytelling, narrative marketing employs principles of learning psychology—known as transfer planning—to ensure your audience retains your message. this involves:

• transfer motivation: ensuring your audience genuinely desires to engage with your content
• transfer volition: keeping them engaged and focused throughout the journey
• clarity of expectations: making it clear from the outset what the audience can anticipate
• content relevance: ensuring your story aligns with their genuine needs and aspirations

applying narrative marketing to your brand

This week, put narrative marketing into practice. Start by identifying or refining your customer personas. Then, construct a narrative arc around their experiences, clearly defining how your brand facilitates their transition from struggle to success. This is going to be fun.

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5 questions, 5 answers about narrative-based marketing

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1. What exactly is narrative-based marketing?
it’s a strategic approach where your marketing revolves around storytelling, positioning customers as heroes to create emotional resonance and memorable experiences.

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2. Why should brands focus on detailed personas?
detailed personas help brands truly understand their customers, making their messaging more relevant and impactful.

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3. Why isn't the brand the hero?
the customer as hero creates empathy and deeper connection. your brand serves as the helpful mentor, enabling customers to reach their goals.

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4. What role does psychology play in narrative marketing?
psychological insights ensure your storytelling resonates deeply, is memorable, and effectively drives behavioural change.

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5. Can narrative-based marketing work for small businesses?
absolutely. small businesses often benefit significantly by sharing authentic, relatable stories that create deeper personal connections with their audience.