Why do we need storytelling
Storytelling is a powerful tool through which you can convey a message or knowledge. People learned to speak about 100 thousand years ago, which means that for almost all this time, we have been telling each other stories ( storytelling - lit. “storytelling”). The fundamental part of human nature, our natural need. Spiritual teachers, philosophers, poets, and writers, speakers used oratory to enhance the outcome of the words. Nowadays, the literary activity, film industry and branding are making a moral story. But above all, this is a classic method in marketing and communications.
Jeffrey Moore (approx. Auth. - Consultant in Silicon Valley, author of several best-selling books on business) derived the following formula, designed to hit the heart of the target audience directly:
- For (the target consumer), which (identify the need or problem), (the name of your product) is (the new product category), which (the statement of benefit is a compelling argument for purchasing the product).
- Dissimilar our product.
A simple application for two proposals will determine the target consumer and indicate its advantages
Now we will study the situation from the business owner and client. The purpose of the first is to influence the target audience, ultimately convincing the consumer to purchase the offered service or product. The manufacturer’s problem is that advertising without a story doesn’t attract potential buyers too much. The buyer needs to see in advertising a solution to their glitches and providing needs. If the information is easily perceived and close to its realities in life, the likelihood of a purchase increases significantly.
Using a narrative(note auth. - story, tale), in which the benefits and uniqueness of the goods are accessible more clearly, and more interestingly, the company acts in the interests of both parties.
Why stories are better than statements
Let's say you need to introduce your company - to give a speech at an official event, meeting with the customer, or filling out the "about us" section on the site. Of course, you can declare corporate values by writing, “We value honesty” on the main page of the site, but this statement is unfounded. Replace it with a story about an employee who acknowledged his mistake in time and thereby regained the trust of the employer. History will show what this ethical principle means to you personally and how it helps the company to become better. If there is no suitable story, back up the words with explanation and proof, does your company support an environmental approach, transparency in business, and care about employee training and development? Write how this established in action.
How does storytelling work?
When telling a story, first of all, you share the memory, experience, lesson that life has presented to you. In this way, you motivate the public. Storytelling is a break for dialogue with your audience, eliminating one-way communication, intrusive advertising, and zombies.
Neurophysiology explains in what way it affects the brain. History stimulates areas in the brain that allow the listener to “try on” it with their ideas and experience. This is due to a course known as “coupling” or neural coupling. Mirror neurons, in turn, help you better feel the story and the emotions that the speaker is experiencing.
History is useful for pushing us to modification. It moves us on four levels - feelings, thoughts, individual actions and behavior in general - and accordingly, they require an emotional response, retains an interest, give energy and encourages achievement.
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