You know that feeling when you’re reading a book that captivates you from the jump and sucks you into the story all the way until you reach the final page? This is the power of engaging storytelling—and it’s not just for fairy tales, spy thrillers, and mysteries.
Storytelling is a crucial aspect of marketing, no matter the industry. But cannabis is more than just an industry; it is also a community—one that understands the struggles of decades past, brings people together from all walks of life and backgrounds, and (ideally, at least) prioritizes people over profit.
That is why storytelling in and about our industry is wildly effective at generating press, gaining brand exposure, and acquiring customers. To put it simply, much like building a community, storytelling creates emotional connections between brands and consumers.
But what is storytelling in the context of marketing?
Storytelling in marketing is the practice of crafting a brand narrative that will resonate with target audiences and drive desired actions. Here’s an example of a brand narrative that tells a compelling story:
Sarah, the founder of a wellness company, was a former pharmaceutical researcher who struggled with chronic pain after a car accident. Traditional medications left her feeling foggy and disconnected, impacting her quality of life. After extensive research, she discovered the potential benefits of cannabis for pain management.
Frustrated by the lack of consistent, high-quality products available, Sarah leveraged her scientific background to create her own line of infused topicals. She spent years perfecting her formulas, focusing on natural ingredients and precise dosing.
Born out of Sarah’s desire to help others find relief without compromising their well-being, our company’s mission is clear: to provide safe, effective, and science-backed cannabis products to those seeking alternative wellness solutions.
If we were to dissect this brand narrative example, we probably would agree: Sarah, the company’s founder, is the main character. The conflict and emotional appeal in the story is her unmanaged chronic pain after an inciting incident: the car accident. The rising action is Sarah’s decision to create her own cannabis-infused topicals. The climax is the launch of her wellness company. And the resolution is that Sarah and her company now are helping people who can relate to her chronic pain by providing them with alternative wellness solutions.
Using plot, characters, and emotion makes brand stories more engaging and memorable. In fact, a Stanford University research study found people retain only 5–10 percent of the information they encounter if the information is displayed in statistics alone. However, when coupled with anecdotes (such as a story to detail the “why” behind the statistics), the retention rate increases to 65–70 percent.
What’s more, according to Search Engine Watch, storytelling can boost conversion rates by 30 percent. This makes sense when you also consider:
- Stories have the potential to boost product perception by 2,706 percent.
- If people love a brand story, 55 percent are more likely to buy the product in the future, 15 percent will buy the product immediately, and 44 percent will share the story.
- 92 percent of consumers want ads to feel more like stories.
The proof is in the numbers. Storytelling is vital to marketing your company and driving revenue. The question is, how do you get started building a brand narrative?
Three key elements form the basis of effective storytelling in marketing.
Authenticity
According to a Sprout Social study, 86 percent of Americans want to buy from “transparent” brands. Being as honest, genuine, and as authentic as possible in marketing collateral is crucial to fostering trust between a brand and its consumers. According to Edelman, 81 percent of consumers say they need to be able to trust a brand in order to buy from it.
Emotional connection
A Harvard Business Publishing article states, “Scientists are discovering chemicals like cortisol, dopamine, and oxytocin are released in the brain when we’re told a story.” Why does this matter? The article goes on to claim cortisol assists with composing memories, dopamine keeps people engaged and helps regulate emotions, and oxytocin helps develop empathy. All are vital aspects of generating an emotional connection with a person, brand, or story.
Unique value proposition
What part of your brand’s story differentiates your company from the competition? For this aspect of storytelling, think about your brand’s origins or how your cultivation methods are unlike any others. Maybe your commitment to sustainability makes your brand stand out. Whatever the differentiator is, make sure your brand’s unique characteristics come through in your marketing story.
Once you understand these three elements, it’s time to craft your brand’s narrative. Start building your brand story by determining your brand’s core values and mission. What does your brand stand for? What’s the goal of your company as it relates to customers? How do your products or services serve the community? Asking yourself and your team these questions will put you on the right path to setting the foundation for your brand’s narrative.
Next, align your story with your target audience’s values. How does your brand resonate with its target audience? What are your ideal consumers’ aspirations, needs, and lifestyle? A solid brand story addresses customers’ desires and values, fostering trust and loyalty in the process.
After that, create authentic and engaging content. What good is a brand story if it falls on muted ears? The best way to get your brand’s narrative out into the world is to generate content that tells your story. This could include sharing social media posts that discuss your company’s origins and journey, writing a guest column that highlights your cultivation methods or innovative automated packaging machines for an industry publication, or even hopping on a podcast to verbally share your brand’s commitment to quality and customer service.
Storytelling in marketing, especially for cannabis companies, is vital to connecting and resonating with consumers. You want to rise above the noise in this crowded market, build trust, and foster customer loyalty? You need an authentic and unique brand narrative.
With an extensive background spanning more than a decade in publicity, marketing, and sales, Green Lane Communication founder and CEO Michael Mejer is a seasoned professional adept at forging connections between leaders in the cannabis sector and the media.
