Emotions are the key to your customers’ hearts and to selling. But why can you show ads on TV and print brochures with fantastic pictures, and still it isn’t enough to truly engage your customer? Some people can often remember brilliant ads, but not its brands or senders. This fact results from too short stories and missing inks to the (visualized) brand.
I find storytelling a really powerful instrument to evoke emotions in your target groups. Not only in conversations or presentations, but particularly in marketing. A story brings your brand to life. People will remember the sender better, because of the emotions they felt. Just watch how people wake up in a presentation, when you start: “Let me tell you a story…” These are magic words. Try it out.
I found a very good article about storytelling on the Dutch website frankwatching.com, where the author Lieuwe Ramaker gives some useful tips on how to tell a good story:
- Use one or more characters the recipient can sympathize with. This can be a person, an animal or even an object. Consider not to choose the most obvious character.
- Transfer your audience into the time and to the venue, where the story takes place.
- There is often a conflict, which starts the action. The protagonist must overcome an obstacle.
- Be clear about the plot: the story must lead somewhere, it must show development.
- Stories often refer to universal themes like fear, pride, passion, happiness, love, etc.
Keep the story short and use short sentences as well as easy to understand words, to keep momentum. If you can visualize your story with a movie, you can obviously tell it in greater length and share it easily.
Now, enjoy this lovely example, Lieuwe Ramaker also refers to in his article: