It’s one thing to know that stories have power and that stories sell. You also have to know how to practically apply this to your marketing campaigns. Stories in marketing, whether fiction or non-fiction, require a few foundational elements of story to carry weight: character, conflict and theme.
As brand storytellers we’re trying to engage consumers and convince them to buy our products. Yes, that’s the bottom line goal. The challenge (and most often, failure) of brand storytelling is that we rely on flash, but not on resonance. Too often brand storytellers attempt to extol the virtues of their product — the HERO of their story — as an attempt to attract buyers. It’s not about your product. As any good salesperson will tell you, it’s NEVER about your product. It’s about what the product means to the buyer. And that is exactly what I learned from Dungeons & Dragons.
In an age of such tremendous transparency with Glassdoor, Facebook, and other networks, you’ve come to a point where you are telling your story 24 hours a day. There’s a big dialogue going on. So you can let it happen to you or you can participate in it.
The human attention span is supposedly getting shorter. Shorter, even, than that of a goldfish. Marketers are looking for ways to capture their audience’s attention as quickly as eight seconds (a goldfish can concentrate for nine seconds). The answer to this dilemma might be visual storytelling. Did you know tweets with photos attached are 85 percent more likely to be favorited and shared? And video, supposedly the future of all content marketing, can make customers 85 percent more likely to buy the product featured.
Dr. Paul J. Zak is a fascinating man. Not only did he discover the implications of the brain’s release of oxytocin and publish a book on it, “The Moral Molecule,” he also pioneered research in the field of neuroeconomy and works on storytelling with the Department of Defense to help them understand why stories are so persuasive.
To make visual storytelling work, however, you can’t simply slap a few stock photos onto your blog or social media posts. Just as headlines and calls to action must be crafted carefully, your visual content deserves more than a second thought. Your target customers will form their own interpretations and first impressions based on the visuals you choose to put before them. What is your imagery really saying about your brand?
Pixar: The Design of Story is an upcoming exhibition at the Cooper Hewitt National Design Museum here in NYC.
Through concept art from films such as Toy Story, Wall-E, Up, Brave, The Incredibles and Cars, among others, the exhibition will focus on Pixar's process of iteration, collaboration and research, and is organized into three key design principles: story, believability and appeal.
We have known this intuitively -- stories change our thinking, and the way we interact with the world:
Using modern technology like functional MRI (fMRI) scanning, scientists are tackling age-old questions: What kind of effect do powerful narratives really have on our brains? And how might a story-inspired perspective translate into behavioral change?
Park Howell, the founder of ad agency Park & Co. and author and entrepreneur, is joined by guest and long time friend Jay Baer to launch the new Business of Story podcast. This inaugural episode helps listeners discover the backstory of why the show was created, why storytelling matters, and how to structure a narrative to “communicate and connect” with your community.
No, storytelling isn’t just for children, and corporate storytelling isn’t just for marketing professionals. In fact, no matter what line of business (i.e. accounting, finance, operations, management or whatever), it’s critical to understand the best ways to persuade internal and external audiences of our stated point of view, whether by ethos, pathos or logos.
Stories are the way in which our brains interpret the world around us, from dynamizing relationship with other people, to the way in which we interpret communications. Storynomics is the practice of applying this story arc to your business’s narrative.
“People really need to know how to execute story in terms of marketing, branding, advertising, and so forth; and in terms of leadership: how you manage and lead people by communicating with them in story form, especially in strategy, because a business strategy, of course, is a story yet to happen.”
To showcase the potential of this new option, Instagram called upon the creative teams from some of the world’s biggest agencies and brands – Toyota with Saatchi & Saatchi, Capital One with T3 and HP with Collectively – to show what could be done with the carousel option, specifically, how Instagram carousel ads could be used for brand storytelling.
Instagram has now released a video showing the process these teams went through in creating ads for the carousel format and how they approached the storytelling aspects of the process. It’s a fascinating insight into how leading creatives work, and how they approach the Instagram platform for advertising purposes – it’s not often you get this type of insight.
Data is neutral. It’s amoral. Data doesn’t speak for itself, despite what many marketers say. Data by itself is just a thing. What you do with the data is what gives it value. How you interpret it gives it value. I wrote about this at length in Marketing Blue Belt, but I thought it worth sharing a few basic ideas about how to tell data stories.
"Business ethnography is the science of turning human stories into powerful business lessons. In an era where we're trying to quantify every interaction, it's a very different approach to understand our customers and how our products fit in their lives.
Historically, ethnography has been used as a spark for innovations - a hunt for ideas in the wilds of customers' real lives."
Do you have a story strategy that encompasses many types of stories? Your strategy defines not only who you are; it defines what stories you tell, how you share them across your organization (that includes a story bank for all parts of the organization to access as needed), and how you’ll manage and lead changes, updates and engage others to tell their stories – including employees, customers and executives.
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.