Storytelling to Enhance your Marketing


Telling a story is a universal concept that is shared by people of all ages and cultures. Storytelling has infiltrated into business models, it is now more than an exclusively buy and sell process.

When building a successful following, you must be able to tell a story to your audience and allow them to make a connection to your passion and purpose. To create a story that your audience is interested in, reverse engineering, focusing on micro moments, and social media can help start the process.

Reverse Engineering.

The practice of reverse engineering starts with hypothesizing what may happen in the future, and making your current plans based off that information. This can be things such as trends, sales, or even social media. Depending on your business goal you should plan for the future while take immediate action. Instead of preparing for the present, preparing for the future will better help show the businesses priorities and goals.

Micro Moments

Time has become the most valued commodity in today’s world. Even though you should prepare for the future, the content you share should be relevant to today and the present moment. Within 6-60 seconds the content should catch the consumer’s attention and be relevant to their current life. With unlimited options and choices, the small time you consume of someone’s day must provide them value and insight.

Social Media

Once you’ve created a future and present, sharing the message will display your story to the public. With so many channels, your message must be fitted to the platform it appears on. On Instagram, visually appearing pictures are a necessity, while on Facebook the story should appear with more words or a short video. Texting and email has been phased out and replaced by social media to share the information.

At Root Manifest, we help to build your future, create content for your present, utilize storytelling to morph your story for each channel. The story needs to create emotion and reaction. A good story will make somebody take action after they consume it. Whether that be a purchase, a follow, or sharing your ideas with friends, getting people to connect to your brand will improve how they perceive the business.

Learn more about building your business story with Gary Vaynerchuk.

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All of us at Root Manifest would like to extend our heartfelt compassion for everyone affected by COVID-19. We include those who have dealt firsthand with the virus and the legions of courageous healthcare workers including our own family members.
Many of our friends and clients’ businesses have been deeply affected as well. For those of you who are struggling to find alternative ways of communicating and connecting with your current and prospective clients, we’ve compiled the following helpful resources.
  • Here’s Forrester on Responding To Coronavirus: A Playbook For Marketing And Communications. “Providing transparent and ongoing communication is the hallmark of good crisis communications. The communications team needs to analyze the types of communication that will be needed to support a variety of scenarios.” and especially, ” Companies that fail to rise to the occasion or are late to respond may create uncertainty or damage the confidence they have built.” 
  • Here’s Klaviyo on How to Communicate With Empathy During the Coronavirus Crisis. This article includes lots of good suggestions for altering your existing communications for greater relevance. If you’re offering a discount, then “Highlight the ways you plan to give back, donate a portion of your proceeds to relief efforts, or help your community. For example, while Nuun talks about the benefits of their products, the main message of this email is that they’ll be sending free care packages to medical professionals to help keep them healthy”
We’ve seen a large number of exemplary companies rising to meet this unprecedented challenge. If applicable to your business, we encourage you to apply these resources, and please reach out to Root Manifest for additional insights and strategies for your organization.