Storytelling

Sometimes storytelling seems like an old-fashioned tool today, in the world of coustumer-driven-digital-advertising, and it is. But this is exactly that what makes it so powerfull. Because our live didn’t happen in some search-engine-advertising or social media ads, it happens in the narratives we tell another. Stories can go where performance ads can’t easily go; stories can go directly into our hearts.

 

  • What are the aims of storytelling in corporate communication?

– most powerful way to “breathe life” into a brand
– with storytelling the companie and the products are getting a memorable identitiy
– with storytelling companies can explain there purpose (2); purpose is essential to a strong corporate culture, (2)
– storytelling can inspire other people (2)
– storytelling evokes a strong neurological response (4)
– a good story rings true, it should be a truthful story (5)
– a story is the most powerful way to elicit an emotional reaction (6)
– strong motional stories have the power to announce a major brand change (6)

onespotscience

  • Why corporations implement storytelling?
    – trategic storytelling can change attitudes and behaviors (4)
    – can improve your sales
    – for a stronger corporate identity

 

  • What is an effective storytelling?
    – should engange hearts and minds (1)
    – it focus the listners’ mind on a single important idea and often that take no longer than a 30-second Superbowl spot to forge an emotional connection (4)
    – a good marketing story has a purpose (6)
    – clear structure:
    freytagpyramid 
  • This structure is used for over a thousand of years, but also works today, e.g. in the “superbowl- mini-movies”. Shakespeat has mastered this structure in all his plays. The more of this different acts a ad has, the better it performed. (4)

 

  • How to create an effective storytelling?

    – you have to show movement on the issues that matter, get connected to the audience through a story (1)
    – the structure of the content of an ad predicted its success; “People are attracted to stories” (4)
    – at first: what is the objective of our brand story? (6) ; it is ur responsibility to understand what the end of our story is!“Make me Care”  We all love stories, stories can cross the barriers of time and why we actually love stories and who they should be told Andrew Standto explains in this with really good examples in an amazing TED Talk:

 

 

  • What are the steps of storytelling creation process?screen-shot-2014-08-20-at-11-08-35-am
    Step 1: Backstory:  You need a good Backstory, this can describe quickly your Number 1 position in the market!Step 2: Hero: Who is your #1 audience – the hero of your brand story – and what do they care about?  You should create a hero, in that your audience is really interested in.

    Step 3: Stakes: What does your hero want as it relates to the product or service you offer, and how does their quest intersect with the goals and aspirations you have for your brand?

    Step 4: Disruption: Without change and the conflict it creates in our lives, there is no market opportunity or story. What has changed, is changing, or needs to change in your hero’s life – and in the market – to make your offering timely, relevant, and irresistible?

    Step 5: Antagonists: What are the obstacles and antagonists – both external and internal – that your hero must overcome on their journey with your brand?

    Step 6: Mentor: What is your brand’s unique position, promise, and personality and how will it help your hero on their quest? Of the 12 fundamental archetypes, which one best characterizes your brand?

    Step 7: Journey: What does the customer interaction with your brand look like and what are the success and failures they will experience along the way? How might your customer experience buyer’s remorse and how will you help them avoid or overcome it?

    Step 8: Victory: When do you anticipate your customer will experience their first real success with your brand, how will they know it, and how will you be there to celebrate it with them?

    Step 9: Moral: What is the moral of your story that connects the values you and your brand share with your customers?

    Step 10: Ritual: Wash, rinse, repeat: How will you create such compelling customer engagement that they adopt a ritualistic use of your product or service?

 

  • What are the tools of storytelling?
    – there are many different kinds of tools, some are also for free; here you can find a list of really good, free tools

 

  • Storytelling does not rely only on video. Can you name other forms of storytelling?
    – websites
    – social media
    – brochures
    – leaflets
    – events
    –> Sum of different Media in ONE Story!

 

  • Also interesting:
    Why your brain loves good storytelling?Stories can change attitudes, beliefs and behaviors. The human depends on others for our survival and happiness. In our brain is a neurochemical called oxytocin, this is produced when we trust in other people shown a kindness – it motivates us to cooperate with others. The background of this behavior is empathy, it allows us to understand how others are likely to react in situations. Import for storytelling is, that character-driven stories can hack this neurochemical. In different studies it is proved, that the understanding of the key points in character-driven stories with an emotional content is better then in other stories. Furthermore, this stories are more memorable, then only the facts without any story.This kind of stories can also have an impact of the inside of an organization. People can be more motivated by “how the company improves lives, then by how it sells goods and services.

 

Other good examples:

SAD – EMOTIONAL – POWERFUL!

 

Sources:

  1. https://hbr.org/2009/08/how-a-2minute-story-can-help-y
  2. https://hbr.org/2015/11/use-storytelling-to-explain-your-companys-purpose
  3. https://hbr.org/2014/10/why-your-brain-loves-good-storytelling
  4. https://hbr.org/2014/03/the-irresistible-power-of-storytelling-as-a-strategic-business-tool
  5. https://hbr.org/2003/06/storytelling-that-moves-people
  6. https://hbr.org/2014/08/why-marketers-want-to-make-you-cry
  7. https://marketinginsidergroup.com/content-marketing/4-benefits-storytelling-marketing/
  8. http://businessofstory.com/the-story-cycle-a-simple-10-step-storytelling-process-to-create-abundance-in-your-business/
  9. https://landerapp.com/blog/wp-content/uploads/2015/04/15-B2B-Resources-For-Better-Storytelling.png

 

 

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