Many utilities struggle to engage customers with their content across various platforms, and they underestimate the power of storytelling. Storytelling is an important tool to help your utility connect with your residential and business customers’ values, senses, and emotions.

By presenting your company and its offerings in a story narrative, you can entertain your customers and help them better remember your offerings. You can also influence how people feel about your utility’s brand and highlight your unique value. While each framework might have a different structure or problem to be solved, you can capture your customers’ attention, influence their decisions, and solve their problems across many channels.

Use our eight storytelling frameworks to craft compelling stories about your programs and products that will really engage customers.


Contributing Authors

Senior Product Strategist, Marketing and Communications

Hailey Gish is an experienced marketing and communications strategist. Her expertise includes brand building, conversion optimization, B2B social...