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Communication Technique Of Storytelling: What It Is & How To Use

Storytelling is a storytelling technique that is also used in marketing and that guarantees good results: let’s find out what it is and how to apply it. Telling stories. This is what a writer does, regardless of the media used, the target audience and the subject matter. Even on the web and in digital marketing, writing plays a fundamental role: it allows people to know brands, products and services offered by companies, to receive information and news and to make informed purchasing decisions. Aseptic writing, based only on descriptions and data, is giving way to storytelling. This communication technique involves the reader leveraging his less rational side to arouse emotions.

Storytelling And Marketing: A Perfect Combination

Storytelling is the speciality of recounting stories and stirring feelings. It is utilized by authors of different texts (books, spine chillers, papers, accounts and numerous others) and by showcasing and corporate correspondence specialists. The close-to-home part is fundamental in narrating as feelings become the vehicle to pass messages and convince individuals to make a move. Stories illuminate, instruct, and welcome people to take on specific ways of behaving and approaches to acting and thinking.

Through narrating, the organization can perceive itself, express its qualities and the mission it has set itself, feature its assets in the reference market and convey the administrations and items it offers to the general population. It can help make and send a specific personality to the outside climate. The goals that can be accomplished through narrating are assorted and various. They can invigorate the crowd, make a need or give an answer to a client’s need. It tends to be utilized to convince and sell, separating itself from the imparting universe of contenders.

In promoting efforts, narrating procedures increment brand mindfulness and permeability. In individual marking, advancing the abilities and information of freelancers is utilized. Storytelling techniques are not only applied to digital writing, in corporate communication, and to achieve marketing and commercial objectives. Politicians use it extensively to win new supporters. Storytelling allows you to build customer loyalty effectively, as it binds them to the brand by involving them emotionally. Brand narration can be done through social networks, newsletters, blogs and many other channels available to marketers.

How To Make Storytelling: The Rules To Follow

To do storytelling well, you can’t improvise. It is a real art that requires natural predisposition, empathy, a willingness to listen, knowledge, skills and experience. To take care of it are professionals, called storytellers, who can achieve business and marketing objectives by telling stories. The story must have an internal structure and characteristics that facilitate the reader’s involvement. All the characters involved must have a specific role in which consumers can find themselves and understand. Using the first person singular or plural is always advisable, which allows you to cancel the distances between the company, the public figure, the organization or the politician with the target audience.

To attract the attention of users, especially those of the web, you must never be banal. You don’t need many words, but those used must be able to explain and transfer essential concepts. It is good to avoid articulate sentences with many subordinates. The pace doesn’t have to be slow, and if you use your voice, as in podcasts, you need to pay attention to timbre, tone, inflexion and pauses. The facts narrated should preferably be real or plausible. The stories must be experienced in the first person or part of the history of the organization or brand you want to promote. This will give customers or prospects more confidence in the company or person who is communicating.

The tone and character of the narrative must be consistent with the brand image. Before starting to create content, it is necessary to analyze all the strengths and weaknesses of the company, to know its distinctive characteristics and to understand which ones to highlight. To be engaging, you need an in-depth study of the target. Knowing their tastes, habits, desires and needs will make it easier to understand what to tell and which levers can arouse negative or positive emotions. The target can know socio-demographic data, such as age, sex, level of education or place of residence, habits, tastes, preferences and trends.

This is handy information to tell a story that is as engaging as possible. The story must be full of details. The more there are, the easier it will be for the reader to identify with a unique, inimitable story and have a sensory experience. Using the 5w rules of journalism, it will be easy to build a coherent and linear narrative. The sources from which the information for the narrative is drawn must be reliable, credible and qualified. The narrator must always be clear about the story’s beginning and end, the message, the goal, and the reaction to be obtained.


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