Storytelling is as old as fire and as essential as laughter and crying. Since cave times, when ancestors shared stories around a campfire, to this day, where screens replaced flames, the storytelling, it is what connects human beings.
But why is this ancestral skill so powerful in marketing and communication? Because individuals are not just rational beings; they are emotional beings who rationalize later.
Every good story begins with a goal
Why is this story being told? What is the desired impact? It is not enough to create a narrative full of metaphors if it does not have a solid purpose and aligned with the values of the audience. As Aristotle said, “the man is a being moved by objectives”. Thus, in marketing, the story needs to transcend the product and reflect something greater (a value, a dream or an ideal.
If the goal is for a brand to resonate, you need to build stories that inspire people to not connect with things; to connect with meanings storytelling,, in this context, it becomes a tool to make the message memorable and able to engage emotionally.
The customer is the hero of the journey
Here is the golden rule and a differential compared to traditional formats of literature: the protagonist of the story is not a narrator, but always the audience. The role of the accountant is to be the guide, the mentor who leads the client along the journey. The Lord of the Rings: Frodo is the hero, while Gandalf is the sage who guides him.
A good story is one in which the audience recognizes themselves.Make them feel part of the narrative. If people do not see themselves in the plot, the accountant will have missed the opportunity to create an emotional bond. After all, stories that create empathy and identity tend to be the most engaging.
The emotion and the conflict
The best stories are those that arouse sensations.It is no wonder that stories that make you laugh, cry or reflect are those that stay, when compared to a simple list of facts.Emotions activate areas of the brain that facilitate memorization, making the message more impactful and lasting.
In addition, no story works without a conflict. The challenge, whether large or small, is what keeps the audience interested. In marketing, this means identifying the problem that the product or service solves and putting it at the center of the narrative. Without conflicts, there is no overcoming, and without overcoming, there is no transformation. Finally, every good story needs an ending that inspires and leads the audience to make some movement.
It can be a lesson learned, a dream realized, or a new perspective storytelling,, the end is not just an outcome; it is the beginning of something greater. It is the point where the receiver feels motivated to act, whether buying a product, sharing the idea or adhering to the shared cause.
It is necessary to remember: the purpose of storytelling is not to manipulate, but to get closer. As the philosopher Mario Sergio Cortella said, “ greatness is to be deep”. Storytelling is the art of going beyond the surface, reaching the heart and mind of people. It is a bridge between brands and individuals, between ideas and emotions. When telling stories, who is narrating reveals who he is, what he values and how he can transform the life of the other. In this process, leaving marks is the closest indication of a good result.
