Storytelling is the Marketing Shake-Up You Need – Here’s Why.

In 2014, I took a job as a corporate restaurant manager. Part of the gig was learning every station in the restaurant – including prep, line work, and dish. Dressed in an old pair of jeans, non-slip shoes, and a company baseball hat, I showed up at 6:30 AM on the dot for my first day of training. I couldn’t wait to get into the kitchen and show all the back-of-house guys that I could hack it anywhere.

Except I couldn’t. 

I had traditionally been a high achiever in professional and academic settings, and I assumed that success would come naturally. But there aren’t any textbooks that teach you how to roll dough. No manuals that explain the cadence of working on a line. And no flow charts outlining the technical communication required to get 25 tickets on their tables, hot and on time. 

Twelve hours later, I was blinking back tears as I continued to pound away at my station. The kitchen manager caught my eye and said, with a half-smirk, “Go home, Kyra, you’re done for the day.” 

Covered in grease and flour and frustrated with myself for my lack of ability to finish the shift, I tore off my dirty apron and exited the back of the restaurant without a word. 

But I continued to show up. And by the end of the grueling two weeks, things were looking up. I had built friendly relationships, developed an enhanced enjoyment of food, and, most importantly, gained a new appreciation for a craft that fell outside of my natural ability. I’ll never be a great back-of-house employee – but I’ll also never look at one the same way again. 

Why would I tell you this story? 

It’s not the most flattering story, to be honest. It is, however, relatable. It indirectly reveals deeper truths about my personality and provides context for my work ethic. And most importantly – it’s real, and hopefully, it’s memorable. 

Storytelling has become one of the hottest crazes in marketing for a couple of key reasons: 

People are wired to understand and remember stories. 

Telling stories dates to the dawn of humankind - people are wired to understand and respond to them. For centuries, people have used the art of storytelling to document history, convey complex lessons, and inspire action – far longer than they’ve been presenting PowerPoints or creating social media posts.

Stories influence the customer journey. 

Establishing trust is a big part of the customer journey – stories can help you get there faster. Storytelling in marketing leverages the power of your company’s unique culture to showcase the values you share with your customers and demonstrate why it makes perfect sense for them to buy from you. 

Stories help you show, not tell. 

Simon Sinek reminds us that people don’t care about what you do; they care about why you do

it. But your “why” can be complex. Your organization’s “why” might be focused on your founder’s experience, or it might be built on the collective experiences of an entire population. Either way, stories show the heart of your organization to your customers, driving brand preference and loyalty. 

Storytelling is a powerful method that can both enhance your marketing efforts and create meaningful connections. But beyond the ROI and the technical stuff, stories are good for the soul. It’s a wonderfully freeing practice to tell them and share them with others. If you’re looking for creative ways to make an impact with your marketing, telling your story just might be the secret weapon you’ve been looking for.