Come, let me tell you a story

How can you make the presented message more interesting for the recipient? Dry facts are not enough and, what’s more, they will not be remembered. So content marketing specialists came up with the idea of ​​​​giving the content in the form of a story. Storytelling – because that’s what we are talking about – is a way to interest and remember the presented content by the recipient.

The audience loves various kinds of stories and anecdotes. As is common knowledge, emotions that are easily used by storytelling sell best. Well-told stories are credible and more authentic than ordinary advertising messages. You just have to know how to do it.

Storytelling, or telling a story about a product, is becoming increasingly popular due to its effectiveness. Experts say that the success of a company depends not on its actual achievements, but on a well-constructed story.

Nowadays, the product itself is not enough. To guarantee success, you need to create a story that potential consumers will want to participate in.

So why does storytelling have such a powerful impact?

• a story, unlike simple facts, affects the level of memorization of the message
• it is based on emotions, such as joy, contemplation, or emotion
• it is a kind of “call to action”, encouraging to act
• stories often refer to the needs of recipients

The prime example of properly used storytelling was the speeches given by Steve Jobs. Thanks to a well-prepared story and the charisma of the speaker, he became an example of what effective storytelling should look like.

Storytelling is consistently used by Dove, creating an image of a brand that understands women. In the campaign below, the brand decided to promote family values, and so we see the story of several families in which men find out they will become fathers. The message is clear: if I care about someone, I will give them Dove products.

An ad that touches the heart and shows what true “male” friendship is. In the ad we see men playing basketball in wheelchairs. There is visible determination, rivalry, male fighting spirit. However, the very end of the ad is surprising, and most importantly – it arouses emotions.

While we’re on the subject of sports, it’s impossible not to mention the Everlast ad. We have a main character, a surprising plot twist, and a final message.

Customers need narratives today, and regular ads or social media campaigns are not enough. Stories allow us to believe that a company is trustworthy. Although not everyone has the charisma of Steve Jobs, it is worth remembering that a well-created story not only affects the sale of a product or service, but also satisfies the need to listen to inspiring stories and provide the customer with emotions.