7 ideas to engage through storytelling "Those who tell stories rule the world" - Plato
Storytelling – the buzz of 2012? I remember so many articles from last year, many great, claiming that 2012 was the year of brand storytelling. The power of those stories central to marketing dialogue.
Let’s remember first that storytelling isn’t new, using narrative to evoke emotion in people is central to clever advertising creative from decades ago.
It’s ‘digital’ and ‘direct’ marketing that has only more recently moved marketing too more of a science – and often a very lazy one at that – bypassing all the important learning of what it means to market to, and motivate, real people with unmet needs. It seems though that we’re all catching back on to the effectiveness of building stories through content and connecting with people, our consumers.
When your information is communicated in story form, it’s claimed that people relate and remember it better and that we’re affected by it more deeply. This is the latest science at least, results repeatedly show that our attitudes, fears, hopes, and values are strongly influenced by story. Where evolutionists claim that the chemistry of our brains hasn’t changed in over 50,000 years, back then stories sparked emotions (happiness, sadness, anger, trust…), and that brain chemistry remains the case today. Until recently though we’ve only been able to speculate about evolution and story’s persuasive effects, now psychologists such as Green & Brock argue that fictional storytelling radically alters the way that information is processed by the human brain, that our guard is down.
Via Russ Merz, Ph.D.