Storytelling is the way into a person’s heart. Whether it’s a story of how someone grew a business or a fictional love story, great storytelling captures the attention of the reader.

In marketing, it is just as important. You want your brand to leave a good impression on your audience and the way to do that is through strategic storytelling techniques.

So what makes a story successful? Here are three tips to help you:

First, you want to focus on the words you use. How you tell your story and the words you use play a huge part in how your audience reacts. Remember, the words you use will paint a picture in the minds of your readers, so keep it simple and don’t overcomplicate it.

Next, you want to use emotion in your story. Any good story makes the reader feel something, whether that’s nostalgia, joy, confidence, etc. – nail down what emotion your brand wants to portray to its readers and focus on bringing that emotion to light.

Of course, you also want to be relatable. You too have dealt with the same challenges, and your resolution is what got you to where you are. This is where you should be pushing your product or service as a solution. Use examples of how these played a role in helping you overcome a challenge. Especially in today’s world, relatability and hyper-personalization are key to keeping your audience coming back for more.

So, if you didn’t catch the point of this article, here it is – storytelling is what makes marketing so great. Every commercial you see, magazine feature you read, or video you watch on social media is telling a story.