Once upon a time, the ancient Greeks carved their stories, gods and myths into giant stone slabs. In essence, they were creating advertisements that alluded to a particular human condition. Fast-forward to the present day, and the goals of storytelling still hold true. We tell stories to share and connect. In parallel, marketers have adapted stories to connect with and relate to their customers across media. According to a report from Forrester, people are 20 times more likely to remember a fact if it is told as part of a story, rather than as a bulleted list.
The best and most-relatable storytelling mimics a three-act play: A character has a problem or makes a mistake, rises to the challenge and ultimately solves it. Any consumer or CEO can relate to this structure in their day-to-day. At work, we have problems that need to be addressed, we face the challenge of solving it, and we rejoice when we’ve finally put it to bed. Creating riveting storylines for your brand conveys visceral emotion to your audience, forming a deeper connection with them and inspiring them to interact with your business.
Want to know how the techniques of great storytelling can be to engage, inspire and entertain your customers? Just ask at [email protected].