Storytelling, or narrative communication, is on the rise. Used in politics, marketing, to promote an idea, a product or to create a link with its audience, this writing technique is very popular with all those who wish to stand out in their way of convincing their audience.
Using storytelling is opting for a real tool of persuasion, indeed, this strategy is very effective and powerful when used well. Find out why and how to adopt narrative communication through this summary of the strengths and good uses of this technique.
What is Storytelling?
Origins and definition of the art of storytelling
The art of convincing through stories has existed since the dawn of time. Humanity has always known how to cultivate it, but today it has taken on a whole new dimension. Since the 1990s, in the United States and then in Europe, it has been invested in the logic of political communication, under the innocuous name of “storytelling”.
Behind successful advertisements, and in the shadow of successful election campaigns, lies this strategy intended to capture emotions in order to convince and arouse the desire of consumers and citizens.
This strategy can therefore be defined as the art of persuading by telling a story, by creating desire through the production of engaging content and by appealing to emotion more than to reason. In other words, using storytelling means putting a story at the service of a message,
How does this art of captivating the public work?
Unlike a reasoned argument, the method aims to “connect to the emotional brain”. The storyteller must play with the emotions of the reader, appeal to his senses, and attract him with a story that arouses his curiosity. His goal is to seduce and convince him more by persuasion than by argument. He must draw him into a story in order to create a bond and subsequently, a relationship of trust that will help convert the reader into a customer.
To give you an example, a brand wishing to sell sports shoes will not just show you the strengths of the product in a banal advertisement. Rather, it will tell you the story of this young athlete who has been training for years and who, through hard work and perseverance, will reach the heights of glory, equipped of course with the shoes in question.
“If you don’t communicate with stories, you don’t communicate. Paul Begala
Why adopt narrative communication?
Creating an emotional connection with the reader
How is the ability to touch the prospect by appealing to their emotions a strength of storytelling? The brain being influenced by these, it is then easy to create a link with the reader. Indeed, it has been proven that consumers do not
use information, but rather emotion to form an opinion on a brand.Purchasing decisions are said to be 20% logical and 80% emotional, hence the importance of a well-crafted narrative to influence customer attitude towards the brand and increase their loyalty.
Insisting on the lexical field of emotion, injecting dynamism and tying up your story are all tricks to reach your reader. If what you’re saying doesn’t resonate with them, or bores them, they’ll leave. But if you make them feel something, then,
Identification and attachment to the brand
If the strategy is well employed, the reader tends to identify with the characters in the story, which will allow him to inspire confidence and feel empathy. In fact, by recognizing themselves in the characters staged, they will say that their situation is similar and therefore that your brand can also meet their expectations. In addition, it will create a kind of attachment to the brand and will help to retain customers.
A strategy that makes unique and memorable
When the writer creates quality storytelling, he can be sure that it will allow him to stand out from the competition and mark the minds of his readers. The uniqueness and authenticity of the story told will be invaluable assets so that the reader will remember the brand and use it whenever he needs the services or products that social media verification agency offer.
How to use storytelling well?
Methodology for a compelling story
This method may seem without real difficulty, but to create quality and relevant content, you still have to make sure that the construction of your story follows certain essential steps:
- Identify and analyze your persona: who is really your target? Build your story based on the audience you are addressing and personalize the content so your prospect can easily relate to it.
- Define the message to be transmitted, the idea to be promoted: your message must be clear, coherent and adapted to your audience.
- Structure the story and its message: Make sure your story is well built around an expectation and a response. Why did your customer search for a product or service and why is your business the perfect fit? Thus, your story builds customer loyalty because of the authenticity it suggests and the emotion it elicits.
- Develop a real scenario: a plot that holds up, realistic characters, a steady pace, twists, a coherent setting… The more the scenario is developed, the more the readers are captivated.
- Choose your words well: emphasize the lexical field, the richness of the emotional vocabulary, and qualify the emotions.
Mistakes to avoid in storytelling
Even if you follow the rules of storytelling to the letter, it’s still easy to get lost. Here are some mistakes not to make.
- Be too positive: the world you describe should not be utopian. The goal is to offer a solution to your prospect’s needs. To do this, it will be imperative to include a disturbing element in your story, or a “villain” that the hero will defeat, preferably thanks to you!
- Make an emotional roller coaster: you have to try to capture the reader’s attention without overdoing it, at the risk of losing it. Concentrate on the emotion you wish to appeal to and do not scatter.
- Not emphasizing the final transformation: once the problem is solved, it is absolutely essential to show how the character has changed. This is how you can engage your audience.
- Do too much and not bet on sincerity: the story must be realistic and authentic, so that the reader can show empathy, put himself in the place of the character and identify with him.
- Choosing the wrong hero: don’t forget that it’s nobody but your client! He is the one who needs to be embarked on the adventure, so the hero must look like him!
- Forget the brand or the message to convey: you have to keep in mind the origin of the approach to remain consistent and not be off topic.
- Thinking that anyone can improvise Storytelling: we must not forget that like all arts, storytelling can certainly be learned, but above all it requires real talent.
Storytelling has been around for a long time and has already proven its worth. Transmitting your message through a story is one of the most powerful ways to stand out from the competition and make an impression. Thanks to these assets, this strategy is one of the pillars of marketing, and knowing how to use storytelling well will guarantee you a certain success with your audience.