Decoding art of storytelling!

In my previous thoughts, I had shared with you the joys of drinking chai; recounted some path-breaking insight where we regaled each other with captivating storytelling. Even though we were strangers a few minutes ago, it felt like we had met long lost friends.

It was entertaining; the glimpse into another person's perspective, a wisdom, a moment of truth! The sequential stories connected with us and each of us felt that we were playing a part in it.

The Interesting Art, A Compelling Strategy:

Penning my thoughts on 'storytelling', today I want to connect it to our marketing sphere.

Taking it to another dimension, storytelling can be used as a powerful marketing tool to sell our products or services. It is a fascinating tact that activates the senses and lights up all seven parts of our brain. 

For example, when we are listening to a song, our auditory cortex is triggered. Similarly, if we see something eye-catching, our visual senses are charged. Therefore when selling a product, your consumer will first be attracted to the story you have weaved around the product. If the narrative is engaging only then will the product on the shelf come forth and get its due prominence.

Demonstrating this point in the runaway hit franchise film "Lago Raho Munna Bhai", the history and narrative illustrating our Father of the Nation Mahatma Gandhi was eloquent and effective. And so was the recall value.

The science behind story telling:

https://jgrcommunications.com/the-real-science-to-how-storytelling-affects-the-brain/

Studies reveal that ‘telling a tale’ is definitely more effective than facts or PowerPoint presentations. Cognitive science has acknowledged the fact that any information which involves sensory association and has been spun into an exciting version has a far-reaching impact, and gets embedded in our memory for easy callback.

You can even transmit your experiences through your narration. A group study explored the fact that both the storyteller and the rapt listeners harmonize their brain activity during the narration.

Music for your thought:

Music falls into the category of storytelling. Add melody to your narration and bang, you have a stellar success. 

Who does not remember "Saar kesaare"  in the film Parichay which taught us the foundation of music and composition, while "Teetarke do aage teetar" from the film Mera Naam Joker taught us the basis of addition and subtraction?

There are numerous songs such as the riddle solving "Ichak dana Bichak dana" which made us all think! Frankly, many of us probably wish we were taught like this. 

It has however been observed that educational institutes today do employ an interesting way of disseminating knowledge.

A twist in the tale:

The interesting point to note here is that accuracy is not important. It is lucidity that is the core to any story.

A perfect marketing tool:

A Fascinating Narrative:

By now, most of us are familiar with the concept of an emotional hook to get your consumer's attention. This irresistible craft is beautifully epitomized in a brand that sells watch. The more absorbing the narrative, the more you will engage the brain: Chai story in the below link depicts it so well

 https://www.youtube.com/watch?v=wtKaeChWXUA

Make it Plausible:

Every narration may not be true. Yet every story has to be plausible. Give a believable pitch. Ascertain it has a structure, a form, so that the narrative does not sound like a random blabber. If your structured narrative is persuasive you have made the connect!

Small Bites:  

You can't just tell a story in your everyday life. It is not feasible. Yet, to be effective in what youare doing, weave your facts around people. Share anecdotes. Make them short. Enlighten with the story of the simple Joe and how he came to be the 'Employee of the month'. This gives a kick to take action. It will help your manpower to implement corporate strategies, maximize their output in an optimal manner. 

Know your Consumer/Customer:

Know your target audiences before you create a story. You cannot sell a top-notch smart phone to a buyer who has his mind on healthy eats.

Where is the surprise?

When narrating a story, your audience/consumer will expect a surprise waiting at the end. Don't let them down. Have a reveal. It does not have to be stunning but at least touch your audience. And if your reveal enhances a strategy or reinforces what you want to say, then you have a thumping triumph at hand.  

Let me conclude this with Nancy Duarte’s Persuasive story pattern

Feeling scientific! Guess what; this is the exact pattern Steve job used to follow in his all product launches especially iconic 2007 launch of iPhone.

Ladies and Gentlemen, I hope this helps you to articulate the next time you face your consumer or anybody relevant in your life… tell a story!

Stay Inspired !

#imagevalley