Is there a place for emotive storytelling in financial services?


Jessica Sims

Creative Strategist

Posted on February 12, 2018

If you ask consumers what is the first thing that comes to mind when you think of ‘financial services’, more often than not they will associate the industry with complexity, vast legislation, detailed charts, as well as confusing terminology.

Considered a logical and methodical industry, the question we will address in this week’s blog is, ‘can emotive storytelling break down the barriers of the financial industry?’

The power of storytelling

Storytelling offers a technique that engages customers. How? A successful story will make an individual feel something. It provides a brand with an opportunity to say: we understand you and your needs, as our values align with yours. This approach is designed to communicate reliability and provides the foundation for a strong relationship.

The secret

It is essential to unearth emotive insights that truly matter to the end user, as well as developing a strategy that encourages audience engagement. For financial services professionals, this will break down the perceived isolation and complicity of the industry.

A great example of emotive storytelling in financial services is NatWest’s campaign, ‘we’ve already thought about that’. Launched as a series of commercials, the campaign taps into relatable events; each one specifically designed to target segments of their wide target market. The campaign’s strategy encourages individuals to share their personal scenarios and therefore, in itself, is a trigger for further stories.

Next time you are discussing new marketing strategies with the objective to break down barriers and increase customer engagement, why not think about applying emotive storytelling to your financial marketing creative output. Applying this technique will include potential prospects instead of isolating them with the inevitable industry complexity.