And, last Saturday morning, before I got up and on with my day, I watched his short film entitled ‘Guthrie Beach Raft’ and it got me thinking about the power of storytelling in marketing.
Yes, successful marketing is all about emotions -- not facts.
There are two videos to view here that make the author's point. The first video is OK -- for whatever reason it didn't really grab me.
But the second video about Google Chrome is a hit! That's because it tells a very engaging story about how someone uses Google's integrated suite of tools. It's brilliant.
Enjoy both of these -- and take these lessons to heart. When creating your content, decide which emotions you want to evoke in your audience and then craft your material to evoke those.
As the author says, "Sometimes, facts and figures are great, but if you’re really looking to create loyalty and build a relationship with your audience then creating an emotional bond is the way forward."
"STORY" IS THE NEW "CONTENT." As buzzwords go, story isn’t entirely bad -- for years I’ve pushed clients to be storytellers. I’ve berated the descent of story into a furtive sea of “content,” stripping all emotion from human pursuits.
I love this post and its irreverent attitude. It is quite refreshing in this day and age when 'storytelling', 'branding', and 'content' are such pervasive buzzwords and hyped as the cure-all for everything.
There are great reminders in this article that great business stories are not sanitized, and that there is danger in always crafting a happy ending. Only sharing your 'success' stories eventually undercuts your believability. We know there have been mistakes, trials, and tribulations along the way and we want to hear about those too.
Why? Because it makes you human. As the author Gary Goldhammer says, storytelling is about people. Brands aren't about Hollywood actors, and "companies are not logos. There are human beings behind them all."
There are more insights here in this quick post -- reading it is almost like hitting the 'reset' button when we forget the fundamentals of storytelling after getting caught up in the hyped-up excitement about story branding, social media, content creation, and technology.
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