“Storytelling is the interactive art of using words and actions to reveal the elements and images of a story while encouraging the listener’s imagination.” statement by the National Storytelling Network.
Storytelling is a competitive advantage and need to be used carefully. The reason of doing that is because stories can connect people emotionally and create brand loyalty. It can be interactive between a storyteller and one or more listeners and encourages the active imagination of them (listeners). It is important that the narrative has a beginning, middle, and an end.
In the business sector, there is the business storytelling, which is defined as the art of sharing the experiences behind the brand, employees, customers and advocates. It connects your business with your audience on an emotional level and lets you build strong bonds.
Below you can find a very interesting article by Harvard Business Review entitled “An Emotional Connection Matters More than Customer Satisfaction” by Alan Zorfas and Daniel Leemon. https://hbr.org/2016/08/an-emotional-connection-matters-more-than-customer-satisfaction
Five reasons to use storytelling
1.Storytelling is interactive
2.Storytelling uses words
3.Storytelling uses actions such as vocalization, physical movement and/or gesture
4.Storytelling presents a story
5.Storytelling encourages the active imagination of the listeners.
More than one story is a card game designed to build bridges between people of all ages, backgrounds and cultures. Individuals and organizations are working together to produce and spread More Than One Story to people around the world.
Visit the below website and play the game with your team!
2.Listen to your customers
3.Put the customer at the center of the story
A great example of storytelling in advertising is Ivory Soap. Ivory Soap launching the first national print ad telling their ‘It Floats’ story to the masses. The ad conveyed their message around the convenience of not losing your soap in a bathtub full of water. Its beauty was in its simplicity. A simple image with a single message. Marketers behind the Ivory Soap ad tapped into the frustration other soap products made consumers feel, and then provided Ivory Soap as the solution: A soap that floats.