gures, but that does not appeal to the majority of the target group. Why not? People do not tell each other turnover and profit figures, product descriptions or growth figures. They tell each other stories. They tell each other about experiences, memories and insights that they have gained.
The latter is storytelling . Because with storytelling you tell stories that create involvement, instead of conveying transmitter-oriented information. And with that, everyone does storytelling, even if it is only with a strong story at a birthday party.
It is not at all surprising that there is a lot of attention for storytelling. Flat commercial messages are becoming less and less effective. People increasingly expect truly relevant stories. A good story tells why you do what you do and translates that into what it can mean for someone else. With storytelling, the communication or marketing expert can help organizations to find organizational stories and help tell them. The reader, listener or viewer likes to be absorbed by a good, relevant story. 'Make me care', is what the recipient is actually saying.
Authentic and credible
Why would you as an organization choose to use storytelling? To make your message authentic and credible and to touch the emotions of the recipient. But why is emotion so important? The American writer and poet Maya Angelou gives a nice explanation for that, in my opinion:
“People will forget what you said. People senegal phone data will forget what you did. But people will never forget how you made them feel.”
Storytelling offers an opportunity to bring your image closer to your identity, because with storytelling you actually bring the story of your product, service, brand or organization to life. Watch below a successful example of storytelling in film ('The Lego Story'), where the LEGO brand really comes to life.
Narrative ingredients
Stories help us understand things, they inspire us or they motivate us to take action. A good story must be strong in content and be told attractively. Only then will the connection with the audience be created. But how do you tell a good story? You can find out by looking at the similarities between many appealing stories: they are often personal and authentic, have one message, stand alone and have a beginning, a middle and an end. In addition, good stories contain the following ingredients:
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