There’s a reason sales and marketing professionals spend so much time talking about “customer relationships.” It’s because you’ll never sell a thing, whether it’s a product, a service or a point-of-view, without first building a relationship with your customer. But building that relationship takes trust and earning trust means they’ve got to listen to what you have to say.

Therein lies the challenge. How do you get (and keep) the attention of your target audience? There are innumerable books, blogs and businesses that are all about answering that question. But perhaps it’s not that complicated. Perhaps the Brothers Grimm had it right all along. Perhaps you just need to tell them a story.

Before you pooh-pooh that idea, consider the results of Paul Zak’s 2015 study on the effects of storytelling on the human brain. The study found that experiencing a dramatic narrative increased viewers’ oxytocin and cortisol levels. When the narrative was connected to a charitable organization, viewing resulted in an increased eagerness to donate. How? Here’s the short version.

Oxytocin is a neurochemical that increases feelings of trust and empathy. Cortisol is a neurochemical related to stress that causes increased attention. Together, they are a powerful combination driving both connection and action.

So, how do you apply that to promoting your brand? Case studies, brochures, blogs, infographics, videos, white papers, advertisements…You can turn practically any communication into a story as long as you remember to grab their attention from the start (that’s called the “hook”), introduce the conflict and then follow through with a resolution.

If you’re looking for a print and marketing partner who can help you tell your brand story, you’re in the right place. Call us at 877-287-8715 or fill out the “How Can We Help You” form on our website.