Marketing and sales professionals are always asking us what is storytelling?
What is it, which are the benefits, if the creation and construction of stories helps us build brands or if it’s simply part of a communication strategy?
Believe me, after investigating the case, my opinion is that if we talk about storytelling to sell, to build brand, to connect with people, we are talking about a planning for stories.
As a real example, when one person wants to attract the attention of another, tells a story that he has lived, we already have the history planned in our head. If we are a brand and we want to draw people’s attention, we must plan the creative concept we want to tell very well.
Is it the same doing a Spot, than doing Storytelling?
Spotting is not the same as doing Storytelling. We return to the description of Storytelling, the process from which we build an idea that should leave a message to the consumer.
There’s Spots that are very good Storytellers, because it’s a very concise material of maximum 30 seconds and yes they leave you thinking.
We use Storytelling to “sell” because advertising doesn’t necessarily sells. In other words, when we talk about Storytelling to sell, we must leave a question in people’s minds, like great historic characters have.
From Gandhi to Jesus Christ himself, great characters who always told very simple stories, that left you with a question that went against your daily behaviors, that called your attention, that generated surprise and finally develop a knowledge, this example shows us a very important connection, for when someone tries to sell, if we tell stories, that don’t interact with the consumer or your user, the problem what you’re having are already 500,000 stories the same or more …
So what’s that, that doesn’t allow your user to sleep?
What’s that thing that never leaves them alone because your story has arrived or has excited them to do other things, that’s where a Storytelling that really has been well defined and deep, comes.
It’s ideal to have a very well defined concept, a concept that generates an “interaction”. We’ll define Storytelling as the marketing of experiences of today, you’ll tell your story without having to mediate, you’ll build your territories, build your contexts where the person and his brain alone can go arming bits and arrive at the very conclusion that your story is what they really want.
We have seen beverages brands talk about ecology, education, even sports, whether to say, recycle, study or do sports, it’s telling you to contribute, be happy or play, it always tells us the same story in a way that’s not an expert’s opinion, but shows you how to make a better world.
Today the consumer has all the information at his fingertips and being too basic with a consumer, he may feel offended.
It must be said in this part that Storytelling is not telling a story that sells, not explicitly, is the advertising where you engage your consumer to leave the circle totally closed. We give the consumer, the user to experiment and close through their own experiences that goal or that moral, what the brand wants to transmit and finally ends up generating a sale.
The more real our story is, the more it complements the real consumer environment, the stories are going to be easier to viralize, to share and win followers – that is to win customers.
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