flexiblefullpage - default
interstitial1 - interstitial
Currently Reading

Memorable Marketing

billboard -

Memorable Marketing

The whys and hows of using storytelling to emotionally connect with homeowners 

February 15, 2017
This article first appeared in the February 2017 issue of Pro Remodeler.

The concept of a story has been crucial throughout history. Without a story, people don’t remember information as well or make the same kind of emotional connection. 

Many brands concentrate their marketing on features and benefits. And while there is value in those things, when they’re intertwined with a story, they’re remembered much more effectively. 

Stories carry huge emotional weight and can put consumers in the right mindset to accept what you’re offering. Last September, I had author Paul Smith on my show, The Brand Journalism Advantage (Episode 311 of the Brand Journalist Podcast). In his latest book, Sell With a Story: How to Capture Attention, Build Trust, and Close the Sale, Smith identifies the six elements needed for a story to successfully work: Time, Place, Main Character, Goal, Obstacle, and Events.

Smith would say you need all of these elements, but in terms of a marketing piece, you can get away with four: Hero, Arc, Conflict, and Resolution. I recently did some consulting for a remodeler and we created a video series that had all of those components.

Here’s an example: A couple has a dilemma: They love their home but the kitchen is too cramped. The room has a load-bearing wall that may have to stay in place, and they’re ready to sell the home if it can’t be remodeled. 

The remodeler figures out a solution. The story ends with all of them clinking glasses in the new kitchen as the couple talks about how happy they are with the remodel. Watching that video makes you feel something. You identify with the people. The story has heroes, an arc, an obstacle, and a resolution. 

Another successful example from the same series took a different approach. It tells the story of a homeowner’s dog, which escaped during the remodel and went running off down a crowded street. A company employee caught the dog, then built a large outdoor crate to house it in during the remodel. What made the story even better was an interview with the local humane society, which provided tips on what homeowners should do with pets during a remodel, adding useful information to an already engaging story. 

On a final note, when hiring a professional to create stories for your brand, it’s important to go with someone who has a journalism background rather than just PR and marketing skills. Journalists are trained in the art of storytelling and can help frame your story so it’s most accessible to homeowners. 


written by

Phoebe Chongchua

Phoebe Chongchua is a marketing strategist who helps companies use brand journalism storytelling to grow their online presence, build community, and gain market share.

Related Stories

The Empty Chair: Customer Experience Will Differentiate Your Business

With all signs pointing to a softer market, how can remodelers remain strong and different from the rest? Pro Remodeler's Director of Content Erika Mosse shares real examples.

Marketing Minute: How to Overcome a Drop in Demand

Director of Home Improvement Drew Barto shares tips on how to survive and thrive in periods of lower demand for your products or services

Do You Have a Healthy Marketing Mindset?

Use your marketing calories wisely and form healthy habits today to keep your business in shape

Marketing Minute: Tips for Making Better Videos

Director of Home Improvement Drew Barto offers insight on the importance of video and highlights an app contractors and remodelers should download today

How to Create Better Marketing Videos

This app will give home improvement companies more confidence to record videos for social media and websites

Are Your Text Messages Getting You Into Trouble?

Find out what happened when a contractor sent two advertising texts to the wrong homeowner

Are You a Farmer or a Hunter?

Industry advisor Mark Richardson says that over the last year, there’s been a major shift in the remodeling business from a farming mentality to a hunting skill set

5 Client Red Flags to Watch

Using these guidelines in the first meeting can save a lot of time and energy down the road

Going Digital to Market Your Business

Is your business equipped to market to the digital generation?

Breaking Through the Brand

Three remodeling companies share their motivations, stories, and experiences of redefining their outward identities for the next stage of growth

boombox1 -
native1 -

More in Category

native2 -
halfpage1 -