Storytelling in Action

A Lesson in Marketing from Madam C.J. Walker

So I have to admit, I was not a huge fan of Netflix's preview autoplay feature. 

In case you're wondering what I'm referring to, this is when a movie or series preview automatically plays to give you a glimpse of the content. If the clip piques your interest, you can decide whether or not you care to watch the movie or series. 

I initially thought this feature was a bit disruptive and preferred to read the synopses instead. But to be quite honest, I'm not a huge fan of the way those are written either. They're not particularly compelling, often feel generic, and don't say enough to grab my attention.

With the little time I have to consume an entire movie or series (as much as I love them), I'm more selective these days in choosing which story I'd like to immerse myself in. 

And let's be real: There's a ton of content out there, which could take quite a bit of time to sift through. 

My wife and I usually watch a slew of trailers, realize an hour has passed, and give up. We figured we'd leave the preview autoplay as it is and give ourselves a time limit before deciding on something to watch. 

Then, we found a limited series called Self Made. 

It starred Octavia Spencer as Madam C.J. Walker, an entrepreneur and activist who built her empire by developing and selling hair care products designed specifically for Black women. 

We'd never heard of it, but it grabbed our attention. 

Why? Because this particular preview functioned as a great “marketing ad,” a “promotional brand message.” It was effective, namely because it felt authentic and not at all "salesy." 

It was a lesson in selling with storytelling that speaks directly to the target audience: 

In the clip, Madam C.J. Walker addresses a group of Black women, passionately sharing her journey from struggle to success.

Being orphaned at a young age, enduring poverty, and confronting hair loss that damaged her confidence. She connects her hardships to the women she's speaking to, offering understanding, hope, and empowerment.

Her heartfelt invitation to try her product, "Wonderful Hair Grower," isn't just about hair; it's about reclaiming dignity, confidence, and opportunities for Black women in a society that seeks to diminish them.

Through her story, she inspires the women to envision a better future for themselves.

The scene is a masterclass in storytelling as a marketing tool.

Madam C.J. Walker effectively engaged her target audience by using several key storytelling elements:

Share a Relatable Problem

In an attempt to sell her hair growth product, Madam C.J. Walker opened up about her own struggle with hair loss and how it negatively impacted her confidence and self-esteem. It prevented her from commanding respect in a society not that long after the Emancipation Proclamation had passed. 

Her display of vulnerability resonated with the other Black women who stuck around to listen. They faced similar challenges, and she knew that. They had similar pain points, and she tapped into them. By doing so, she created a space where they could feel seen. 

It's one of the points I addressed in my previous blog, Narratives that Connect.

Compelling storytelling starts by emotionally connecting with the audience. People are more likely to engage with and trust brands or products that understand and empathize with their struggles.

If Madam C.J. Walker somehow had direct scientific proof that the product she was selling could 100% guarantee hair growth, she might attract some listeners. 

But it wasn't just about whether the product actually worked (although it did). It was the picture she painted, the what-ifs. It was the possibility of a better life, one that provided more opportunities, that attracted her listeners.  

Tap into Cultural and Societal Aspirations 

Effective storytelling taps into something much deeper than the surface-level benefits. It can often align with cultural values and personal aspirations. 

For instance, Walker talked about how her hair loss impacted her ability to gain respect and dignity in a society where Black women were already heavily oppressed by racism.

Societal respect can feel out of reach, especially when hair loss can negatively impact one's identity and self-expression. Walker appealed to more than just outward beauty standards; she spoke to deeper aspirations of self-worth and agency. 

Walker wasn't just selling a hair product. She was selling empowerment. A bridge to success. 

Create an Emotional Connection 

I repeat it here because it bears repeating: 

Effective Storytelling Starts by Emotionally Connecting with the Audience.

Emotions drive more decisions than logic ever will. When you apply storytelling that elicits empathy or inspiration, your target audience is more driven to take the next step.

Why? Because they're able to imagine themselves in the storyteller's shoes. 

Walker wasn't just sharing a personal story about her life. She described her pain and insecurities. She shared her transformation.

The women listening to her not only felt seen through her experiences, they're now motivated to do something about it for themselves.

They're thinking "if she can do it, so can I." 

They heard something so deeply compelling in her story, they wanted it for themselves. 

A Path to Transformation 

I don't want to reduce this scene, the series as a whole, or, for that matter, Madam C.J. Walker's entire legacy to just a great example of an effective marketing campaign. 

It's so much more than that. 

During a time when Black women had very few opportunities, her hair product offered empowerment and self-confidence. She was a symbol of hope and transformation. 

But we can see how creating trust and building emotional connections cemented her brand as a catalyst for change.

Madam C.J. Walker wasn't just building a brand or selling a hair product; she empowered black women to reclaim their confidence and identity in a society that often marginalized Black beauty standards. 

She made her own story into a bridge to reach other Black women with similar stories. She leveraged her own experience into a broader movement, beyond just selling a product. 

Her legacy lives on not just as a pioneering businesswoman, but as a symbol of hope and transformation for all Black women.

That's why we don't just remember Madam C.J. Walker for her hair product. 

We remember her for her story.