Storytelling as Your Selling Mojo
Everyone who is even halfly related to advertisement creation has dreamt about writing something funny and selling simultaneously. Something that people would like to share with their friends. Agree? What is a formula for successful brand promotion? As you can guess from the headline, that's storytelling.
Storytelling as a marketing tool has been discussed quite often. But in the result, we do not get completely how to apply it to a particular project. I hope this article will help you to understand the art of storytelling better.
What is storytelling?
People do not like the advertisement, the obtrusive one in particular. They are fed up with it. It tends to impose some outside views and do that in a rude, disconcerting way. People resist it. They want to come up with some decisions on their own.
That's why brand storytelling is not just the best method of communication the information in such a way as to a person can feel and remember it. That's the only method on which everything (ranging from films and books to advert campaigns) is built.
A correctly created story causes sympathy and empathy. It creates the feeling that you share the author's point of view and agree with him. There is no forced choice "you can do this but not that." In storytelling, there is a path which a person follows, and it's him who decides how to perceive what he read/see. That's what distinguishes storytelling from other formats of advertising.
How does storytelling work?
How storytelling affects the brain? I will try to explain.
- Stories synchronize the brain of the narrator and the listener.
- An emotional connection arises between the narrator and the audience.
- Stories can influence behavior.
- Stories help to keep the attention of the audience.
- Information presented in the form of a story is remembered better than bare facts.
Listening to the story, your brain begins to use the same neural connections as the brain of the narrator, thus creating a connection between the speaker and the audience. This phenomenon is called "mirror neurons," thanks to them, a person can imitate the actions of another living being.
It creates empathy for the speaker.
After showing an emotionally charged video, people are ready to donate more funds to charity.
The presentation, made up of the structure of the story (introduction-climax-denouement), is perceived more easily than standard slides.
How many people remembered the story of Alan Turing before the movie "Imitation Game"?
Facts that are emotionally tied to a person are remembered better than impersonal information about the company because, during the story, you empathize with the main character and transfer his experience to your own life.
What formats of telling a story exist?
Storytelling is an information presentation technique. It doesn't have a certain form. It can be expressed in various formats:
Commercials allow you to customize the emotional connection with the buyer. It is in this format that you can fully convey the necessary emotions using sound and video series. Video advertising is very popular with major brands in the food industry. That's why visual storytelling is so popular.
Another no less interesting format of the story can be a series of banners. The most common example is the use of a couple of banners, where one offers the consumer to guess the advertised product, and the second gives the answer to the question.
Articles allow you to show maximum information about the company, but it's harder to express emotions and captivate the reader with the text.
How to tell a story? Best techniques
On the one hand, storytelling is an art; on the other hand, it's a matter of technique.
Hero's journey is the most common method of creating a story. This concept captures our attention with the fact that the character faces difficulties, overcomes them, and comes to the classic happy end.
It's easy to use this technique, but it's just as easy to create a boring story with it. To avoid this, think in detail about the plot and adhere to the laws of drama, developing the beginning, the climax, and the denouement.
This concept is similar to the previous one, but in the "Mountain," a hero does not expect a happy ending. The character fails but knows that the path traveled was not in vain. The classic "Mountain" story is a story about business fails had brought valuable experience.
Frames or Nested loops
In this technique, the main story plays the role of a "frame" for the rest.
This concept is built on contrast - how it could be comparing the real situation. A similar technique because of its clarity is used in advertising.
Let's start with the end
This technique is called "reverse dramaturgy" and is often used in the film industry.
Here the reader immediately goes to the climax of the story, intriguing and incomprehensible. And then he returns to the beginning to gradually understand how the main character finds himself in a similar situation.
In creating such a story, it is important to be careful not to show all the aces while holding the reader's attention.
This is a technique that begins with a boring story, where nothing foreshadows... Then everything collapses, and the story begins anew. The reader's expectations are breaking, his attention is in overdrive, and now he does not know what to expect from you further. That's what we need!
When choosing a technique for creating a story, think about which format suits your audience and product better. And remember that technology is only a plan by which you will write. It helps, but technology alone is not enough to create a good story.
How to get better at storytelling?
If you wonder what makes a good story, there is some tips for you.
Storytelling is the art of creating a volumetric world. Pictures of a cozy country house with a lop-sided fence, the smell of freshly cut grass and hay, the taste of fresh milk and grandmother's homemade buns, the sound when a cow rhythmically hits its sides with the tail, driving away from the pesky flies ...
Any plot comes to life, filled with details. Add details like spices to a bland dish and try to create a three-dimensional image that will immerse the reader into what is happening.
Infographics, live photos, interviews of heroes ... Think that would help immerse the reader in the content of the story - and use it.
Think in advance about the sequence in which a person will perceive your story. A sheet of text or an excess of photos - both options will be an eyesore.
For a story to impress, capture, and seem real. Its characters should be "real." Therefore, the authors of books prescribe in detail the appearance and character of their heroes. It' vital that your readers/viewers-customers can identify themselves with your character.
What to remember?
- Storytelling is one of the best ways to communicate information that would inspire;
- Stories work good cause they do not impose any views;
- There are techniques which help you to build a storyline;
- To create a good story, add more detail and try to revive your characters;
- For a Storytelling to bring good results, it's vital to work on its promotion.