Telling stories is an ancient skill as old as fire and as essential as laughter and tears. Since the cave times, when ancestors shared stories around a campfire, until today, when screens have replaced the flames, thestorytellingIt continues to be 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 afterward. When a story is told, there is not only the communication of a message but the creation of a connection.
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 aligned with the audience's values. As Aristotle said, "man is a being driven by goals." Thus, in marketing, the story must go beyond the product and reflect something greater – a value, a dream, or an ideal.
If the goal is for a brand to resonate, it is necessary to build stories that inspire. People do not connect with things; they connect with meanings. THEstorytellingIn this context, it becomes a tool to make the message memorable and capable of engaging emotionally.
The customer is the hero of the journey
Here is 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 accountant's role is to be the guide, the mentor who leads the client along the journey. It's like inThe Lord of the RingsFrodo is the hero, while Gandalf is the wise one who guides him.
A good story is one in which the audience sees themselves. Make him feel like part of the narrative. If people do not see themselves in the story, the storyteller will have missed the opportunity to create an emotional connection. 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 evoke feelings. It's no coincidence that stories that make us laugh, cry, or reflect are the ones that stay with us, compared to a simple list of facts. Emotions activate areas of the brain that facilitate memorization, making the message more impactful and lasting.
Furthermore, no story works without a 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 conflict, there is no overcoming, and without overcoming, there is no transformation. Finally, every good story needs an ending that inspires and motivates the audience to take some action.
It can be a lesson learned, a dream fulfilled, or a new perspective. In the context of thestorytelling, the end is not just a conclusion; it is the beginning of something greater. It is the point where the receiver feels motivated to act, whether by purchasing a product, sharing the idea, or supporting the shared cause.
It is important to remember: the goal of storytelling is not to manipulate, but to connect. As the philosopher Mario Sergio Cortella said, "greatness lies in being profound." Telling stories 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, the narrator reveals who they are, what they value, and how they can transform the other's life. In this process, leaving marks is the closest indicator of a good result.
