Storytelling is a skill as ancient as fire and as essential as laughter and tears. From the times of caves, when ancestors shared stories around a fire, to today, where screens have replaced flames, the storytelling remains what connects human beings.
But why is this ancient skill so powerful in marketing and communication? Because individuals are not just rational beings; they are emotional beings who rationalize afterward. When a story is told, it’s not just about communicating a message but creating a connection.
Every good story begins with a purpose
Why is this story being told? What is the desired impact? It’s not enough to create a narrative full of metaphors if it doesn’t have a solid purpose aligned with the audience’s values. As Aristotle said, ‘Man is a goal-driven being.’ Thus, in marketing, the story must transcend the product and reflect something greater—a value, a dream, or an ideal.
If the goal is for a brand to resonate, it’s necessary to build stories that inspire. People don’t connect with things; they connect with meanings. storytelling, in this context, becomes a tool to make the message memorable and capable of emotional engagement.
The customer is the hero of the journey
Here lies the golden rule and a differentiator compared to traditional literature formats: the protagonist of the story is not the narrator but always the audience. The storyteller’s role is to be the guide, the mentor who leads the customer through the journey. It’s like in The Lord of the Rings: Frodo is the hero, while Gandalf is the wise one who guides him.
A good story is one where the audience recognizes themselves. Making them feel part of the narrative. If people don’t see themselves in the plot, the storyteller will have missed the opportunity to create an emotional bond. After all, stories that create empathy and identity tend to be the most engaging.
Emotion and conflict
The best stories are those that awaken feelings. It’s no coincidence that stories that make you laugh, cry, or reflect are the ones that stay, compared to a simple list of facts. Emotions activate areas of the brain that facilitate memorization, making the message more impactful and lasting.
Moreover, no story works without conflict. The challenge, whether big or small, is what keeps the audience interested. In marketing, this means identifying the problem that the product or service solves and placing it at the center of the narrative. Without conflicts, there’s no overcoming, and without overcoming, there’s no transformation. Finally, every good story needs an ending that inspires and moves the audience to take action.
It could be a lesson learned, a dream fulfilled, or a new perspective. In the context of storytelling, the end is not just a conclusion; it’s the beginning of something greater. It’s the point where the receiver feels motivated to act, whether by buying a product, sharing the idea, or embracing the shared cause.
It’s important to remember: the goal of storytelling is not to manipulate but to connect. As philosopher Mario Sergio Cortella said, ‘Greatness lies in being profound.’ Storytelling is the art of going beyond the surface, reaching people’s hearts and minds. It’s about a bridge between brands and individuals, between ideas and emotions. When telling stories, the narrator reveals who they are, what they value, and how they can transform someone else’s life. In this process, leaving marks is the closest indicator of a good outcome.
