Marketing Storytelling: 4 Success Tips from Props
Especially as automation changes the MULO (multi-location) marketing landscape and brands use AI to target and “talk” to their consumers and prospects, the value of human-to-human connection or storytelling becomes more important.
How do MULO retail, restaurant, and service brands build real loyalty among the people who spend (or could spend) with them?
Joseph Perello, founder and CEO of Props, believes that storytelling is one way a brand can stand out in an increasingly cluttered range of marketing messages. We sat down with him to hear his own “story” and learn what MULO brands can do to tell their own stories.
What does storytelling actually mean to you?
“Storytelling is fundamental to how we as humans understand the world and build connections. In our industry, storytelling is about crafting messages that prioritize the needs and interests of the audience, similar to how a good publisher serves their readers.
This approach contrasts sharply with traditional marketing, where the advertiser places the needs and interests of their business first by selling a product or pushing a message that benefits them. Further, marketers typically see the audience as a “target,” focusing on features, prices or benefits.
True storytelling, however, centers around what the audience cares about, placing their interests first rather than the brand’s agenda. Serving these needs without being inauthentic is the trick to successful creator and content marketing.”
What defines a great “content creator?”
“A great content creator excels in the art of storytelling and stands out in three key areas.
- First, they should possess deep expertise and credibility in their field.
- Second, they must demonstrate an ability to communicate effectively through various mediums—whether written content, visuals, or videos. A strong content creator can take complex subjects or experiences and convey them in ways that engage and resonate with an audience.
- Lastly, a great content creator should uphold professional and ethical values. They should be hard-working, detail-oriented individuals who act with integrity.”
What industries seem to be most successful with content creators? How is success defined?
“Industries with minimal product differentiation tend to see the most success with creator marketing. For example, consumer-facing insurance industries, typically restricted in how they communicate through ads, should leverage creators and their personal stories more frequently and see success. Even when brands offer similar products or services, they can stand out by leveraging compelling content and authentic storytelling from creators.
Success is typically measured based on the brand’s specific goals, but common indicators include higher engagement, increased brand awareness and improved conversion rates. Creator marketing helps establish a unique brand identity, making it more relatable and appealing to a broader audience, which is key to setting a brand apart in competitive markets.”
What are some “never-evers” for brands looking to integrate storytelling into their marketing?
- Never force a narrative – Authenticity is critical. Audiences can easily detect when a story feels contrived or inauthentic. Instead of dictating a script, brands should collaborate with creators who genuinely resonate with their message, allowing them to tell their own stories in ways that feel natural to them.
- Never prioritize sales over connection – Storytelling is about building a relationship with an audience, not just selling a product. Brands that focus too heavily on pushing sales risk alienating their audience. The primary goal should be to engage and connect emotionally.
- Never ignore the creator’s voice – Creators bring their unique perspective and voice to the content. Overly controlling the process or trying to micromanage the creator’s style can dilute the impact. Brands should give creators room to adapt the brand’s message in a way that feels authentic to their audience.
- Never neglect audience relevance – Make sure the story aligns with what your audience values and cares about. A mismatch between the brand’s message and the audience’s interests can cause the story to fall flat.”
Are certain industries not taking full advantage of storytelling in their marketing?
“Industries like finance, healthcare, and B2B services tend to lean on more traditional, data-driven marketing approaches and often shy away from storytelling. However, these sectors could greatly benefit from integrating these elements into their strategies.”
Who are the best content creators?
“They possess deep expertise and credibility in their field and demonstrate an ability to effectively communicate through various mediums—whether written content, visuals or videos.”
Would you like to hear some great stories from MULO brands that are finding new ways to reach and engage customers? Join us at Street Fight LIVE on November 7th.