We all got the memo, us marketing folks decided en masse to become story tellers as well as marketers over night. I have to say at the outset I’m 100% behind this, even though it sounds like ‘the usual marketing tosh’ that our industry is often criticised for.
In our sector of the marketing mix (PR) we deal in emotion. Events look at engagement, advertising – awareness, and so on. But in PR we look at emotion and emotional connections. So us more than ever attach ourselves to storytelling.
We talk about it in the media all the time. Telling the persons story, what is he real story here, lets go out and tell our story to the world etc. Storytelling is also a creative process, we take ourselves into a child like state, ideal for creative thought. We think about story time, Jackanory and the like, sitting on the carpet; we take ourselves right back, call it retro plus.
The act of telling a story may be child like but the consequence is serious. While social media has sent one side of our brains communicating in 140 words or less, with staccato fire messages, the opposite reaction is a host of media and digital spaces where people and companies can tell their stories. Look at brilliant new brands such as TED (business) and The Moth (personal). These brands work because they understand that a good story teller can create emotion and engagement no matter what the subject.
So what is your story, and how are you telling it, and most importantly who are you telling it to?
If you want people to emote with you or your brand, tell a story.