Story-telling Content: Heart and Soul Help You Sell


Once upon a time, your bank or cu’s marketing strategy was all about product pitches, and lobbing rates and special offers at your customers and counting on this barrage of messages to bring them in to your branch for face-to-face inquiries.

As we all know, that story has pretty much come to an end.

Your barrage was just one of many and customers turned away, numb to the undifferentiated white noise that advertising had become.

Today, everyone preaches that implementing a content marketing program is the way to stand out, reach customers, build relationships, and break through all the clutter. No surprise, many financial institutions are jumping whole-heartedly into the arena. But the truth is, just like with communications efforts of the past, even content marketing can become so much white noise. The truth is, in a lot of ways it already has.

Imagine a conversation with a customer that begins …

“Let me tell you a story.”

Compare that to a conversation that begins …

“Let me show you some information.”

Which is more engaging? Our money’s on the first. When people make decisions, financial or otherwise, they are heavily influenced by instinct and emotion. The way we see it, that makes a strong case for presenting educational content in the form of targeted human interest stories that readers will connect with emotionally.

A short narrative about someone’s first car purchase is perfect vehicle for talking about GAP insurance, dealer negotiating tips, and auto loans.

A story about a first-time home buyer’s journey to home ownership presents a natural way to talk about down payment savings, and pre-approvals.

When you reach out to readers with story-based content, it will have much stronger resonance. People relate to other peoples’ stories. “Oh, here’s someone who went through what I am going through right now.” It gives the content a human face of sorts. It creates a personal narrative that gives the reader something specific in their own life that they can relate to. This gives your content an emotional and psychology appeal that those “just the facts” content pieces are lacking. While more informational content has its place, we think it is wise to have a nice balance.

Take a closer look at the content you’re sharing with customers. Are you telling stories? Are you winning hearts and minds? Or does your content come off more like a practical info dump? (Albeit an articulate one.) When you wrap your content up in a story, with an emotional appeal, you are more likely to get the reader’s attention, and consequently, and bigger share of wallet when they are finally ready to buy. And isn’t that the happy ending you want?