How to Bring the Power of Story into Your Marketing Campaigns With Jason Pamer

“Every top film is going to have an underlying hero’s journey. For many companies, the hero is their customer.” – Jason Pamer (11:30-11:44)

Kyle Willis
Marketing from the Roosevelt Room

Storytelling is a powerful and essential marketing tool. As consumers become better at tuning out marketing messages, businesses that craft compelling stories are more likely to stand out and gain a leading edge over their competitors.

Jason Pamer, founder of Thespis Films, has made a living telling stories that elicit emotional responses and compel audiences to take action. The right story engages your target audience. It lets them know they’re being seen, heard, and valued. They become empowered by your products and services and are more likely to tell others about the value you provide.

“There is a different story for each potential customer that you have to tell to get people to act.”
– Kyle Willis (17:36-17:40)

Storytelling is a skill that grows with practice. Maybe you have the ability to command the room, drawing a customer in through a powerful anecdote, and feel like storytelling is one of your strengths. Or perhaps, it isn’t your forte. Either way, there is room for growth, and the best way to hone this vital skill is to practice. The more stories you tell, the better you become at engaging others. Over time, you will find more compelling stories to tell and develop a unique voice for you and your brand.

Storytelling is powerful, but it must be in an authentic way. Your audience can sense when something is genuine. And they’re also good at sniffing out marketing messages that don’t put their needs first. Consumers are tuning out the endless number of marketing ploys thrown their way every single day. With each gimmicky ad they grow more skeptical, making it even more important for you to share real stories that match the needs of your target audience.

When clients feel that they’re being treated as a human – valued, seen, and heard – they’re going to tell others because that’s unique. It’s not the norm.”
– Jason Pamer (24:54-25:06)

Crafting a compelling story for your marketing campaigns is both a science and an art. Stories can be integrated into your blogs, social media posts, online and offline advertisements, email marketing, and other channels.

The hero’s journey is at the heart of any great story. In your business, the client is the hero looking to achieve some goal or transformation. The journey starts when they leave their world and enter unfamiliar territory filled with insurmountable obstacles.

In many films, the hero comes into contact with a wise mentor who provides the guidance needed to reach their goal. Your business plays the role of that guide. Compelling stories come from understanding your clients, what they want, and where they are along the journey. What obstacles will they encounter? How can your business help them overcome those challenges?

You engage your audience with your story when you provide ongoing value along each step of the journey. But your actions need to be consistent and match the needs of each person.

If you’re struggling to create your own brand story, revisit the “why” behind your business. Prioritize the client as the hero in your story, and give them the tools and resources they need to achieve their vision of success. The better you are at telling your story, the more your clients will want to be a part of your business journey.