Stories and Storytelling

I guess you have heard the quote, "Everybody has a story to tell. And there is something to be learned form experience". 

No, I'm not going to bore you with my story or experiences, instead I'm going to speak about "Storytelling", more specifically, "Important of Storytelling in Marketing".

Stories are captivating for a reason. They not only unleash our imagination, but they also make messages pass easier. It is considered to be the oldest form of passing knowledge and much of how we look at what we like to call facts is influenced by the stories and how we interpret them. The unique thing about stories is they transmit knowledge and meaning. That is why when we hear an amazing story, something happens in our brains. it excites neurone that make dopamine. This affects emotions, movements, and sensations of pleasure and pain. 

Storytelling isn't just a creative approach to marketing. It is one of the most powerful ways to breathe life into your brands. It enables marketers to develop a deeper connection with the audience. It is a fundamental human experience that unites people and builds connections. It enables marketers to understand what is going on the marketplace and what that means for the customer, consumer, society, brand, and company.

If organisations can give their products and services a story that people can relate to it will surely make an impact. But, in order to form a personal connection and fit into their daily lives, the stories must be honest, inspirational, and connect on a real level. By listening to the story people must get uplifted and motivated.

When crafting a story an organisation must illustrate

• What organisation's voice is
• What organisation is standing for and,
• Why it matters to the lives of the audience

In order to be a good storyteller, the marketer must listen to audience so that he(she) can genuinely understand their desires and concerns, their beliefs and attitudes. Based on the objectives and goals shift, the marketer must plan new initiative that propel the story forward and inspire call to action.

The ultimate goal of the story and storytelling is to inspire, whether it motivates change, encourages the buying of product or draws people into your store, regardless of the timeframe. The outcome in the end drives the direction of the story.

Note: 

• Stories must be personal. Think about how your brand was born, what inspired to create the company and what your personal/organisation mission is. But most of all think about what the needs of the "audience" were when doing so.
• The mediums might change but the core concepts remain same. Any mediums can be used to tell a story, including blogs, film, print, social channels, and multimedia. The main thing we need to keep in cognizance is, each medium elicits a different reaction from the audience, so stories must be tailored to fit. The key to success is knowing which story to tell in which medium.