▷ Storytelling, a marketing practice highly acclaimed by companies

Storytelling is a very popular business technique with companies and brands. It was born in the USA 30 years ago already, and has been so successful that professionals have not hesitated to adopt it also across the Atlantic, and across the world. The principle of storytelling is simple: it is about making known its products, its brand or its services by using narrative communication. In other words, storytelling is telling a story to create emotion among the targets. Why is storytelling so popular in the marketing world and how do you implement it?

The advantages of storytelling

Storytelling is a communication technique which has already proven its worth in the USA, and has even become the preserve of well-known brands such as Apple Walt Disney, Apple, etc. In France, companies have also had success using this technique. It must be said that its advantages are numerous!

Storytelling helps to better capture attention

Promoting the merits of a product or services with advertising is a method that has certainly proven itself, but which is no longer as effective as before, especially at the level of the generation that grew up in the era of ‘Internet. Consumers are no longer as sensitive to advertising as they used to be, which is also considered an intrusion. At present where it is becoming common to learn about a product before buying it, brands therefore have an interest in bet on authenticity.

Storytelling offers the best advantage capture the public’s attention since you are relying on authentic facts.

The most concrete example is undoubtedly that of the Comme Avant brand, which has adopted storytelling in all of its communication to attract the public to its products. This brand of organic cosmetics has captured the attention based on the story of the founder’s son, whom he treated for his red patches on the skin using an organic soap of his own. Result: the product has intrigued, been tried by a few Internet users, and orders have poured in. Today, the Comme Avant brand delivers between 400 to 600 orders of products every day throughout France.

Storytelling makes an impact

Like tales told to children, the brand’s story told through storytelling will remain etched in the memory of your targets. Some psychologists support this discourse by saying that a message conveyed in the form of a story is remembered more easily. And the more emotionally aroused the message, the better it will be remembered by readers, which in turn helps create a more lasting relationship with customers. Customers can identify with the brand because their story is neither more nor less than that of parents who use organic products to care for the fragile skin of their children, and who started their business in this way!

Effective technique for building customer loyalty

Storytelling is also used to to win the loyalty of customers. Indeed, the emotion aroused by the story more easily creates a sense of attachment. At Comme Avant for example, the fact that their story is about a small family from the south of France who swears by organic in their bathroom, has allowed other families who love natural products to feel closer to them, and to recognize themselves in their story.

By using storytelling, the brand knew strengthen its image, while its customers have been able to join its cause (here 100% organic and zero waste), and are more inclined to remain loyal to them, not to look elsewhere.

Storytelling to stand out from the competition

Promote its products and services through the storytelling is a particularly effective way to stand out from the competition. First, because your story can be one of a kind, and second, because it can be inspiring to others. The feelings aroused by your story offer a different look at your products and services, you think outside the box, and by using this technique, you can demonstrate in an original way, how you do to stand out from others.

How to use storytelling to communicate?

Storytelling is beneficial in many ways for the company, but you still have to tell your story! As with all other commercial techniques, it is necessary to respect some rules to succeed in its communication strategy based on storytelling.

The raison d’être rather than a presentation

If we take the example of Comme Avant, the targets are more interested in how the company was born (parents who were looking for the best solution to wash and care for their baby’s fragile skin), rather than a simple presentation.

So, instead of the famous “about” section so dear to all the sites, opt instead for “Our story” and tell how you got the idea for your concept! This will intrigue your readers more!

Emphasize the benefits of your product / offer

It is common, if not essential, to inform your customers about your products and offers. In storytelling, we do not just detail the ingredients and the characteristics of the latter, otherwise, there would be no difference with a product sheet.


By opting for narrative communication, you must go further and emphasize the benefits of your product.

Adopt a tone that suits your target

Storytelling will never be as punchy as when it is well understood by its target. This is the reason why you must give special importance to the tone you use to tell your story. Punctuate all of it with personal anecdotes to humanize the speech and facilitate identification.

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