With the glow of a campfire on our faces, we listen with rapt attention to stories about acquiring food and shelter. From the time we could hear, we’ve craved them. Simply put, structures that comprise a set-up, conflict and pay-off are believed to be most effective in storytelling.“Tell me a story” might be the oldest request in the world.įrom the time we could speak, we’ve told stories.
Power of storytelling movie#
That’s why we love that movie because everybody can relate to the passions and struggles of somebody who wants to do something and is told no you can”Īuthenticity is perhaps one of the most difficult aspect of storytelling in marketing, Consumers are often wary that they are being advertised to, it is therefore important to communicate something that comes from a piece of truth, based around enduring insight, rather than something that feels manufactured.įinally, how the story is told is critical for its success. This guy has a dream to do something, that his dad, his family, his culture, his species say you cannot do. Luhn uses the example of Ratatouille: “I hate cooking, I hate rats. It’s not simply a case of knowing demographics either, a strong comprehension of things like audience values and motivators is critical for connection.
It is therefore essential to question What is the message we are hoping to convey and how will this advertisement effect a change in the consumer?Ī story may be expertly crafted in hook and transformation, but if you don’t truly understand the audience you are trying to appeal to, it is likely to become lost or ignored. People tend to live vicariously through characters. Once you have captured the attention of the audience, it is important to take them on a journey. In essence, what is it that’s going to draw people in and make them compelled to see what is about to unfold? Luhn explains it usually needs to be something unusual or unexpected as to immediately grab the audience’s attention. The hook relates to the story’s core theme. Now, understanding the importance of storytelling, what makes an engaging story? How do marketers create a desired feeling and experience for their consumer to help drive brand connection? Matthew Luhn, story consultant and animator, known for his work in Pixar movies such as Toy Story, Ratatouille and Inside Out, shares five core elements he believes all great stories should possess: Yet “when stories are used to convey the same information, retention jumps to a remarkable 65 to 75%” As a London School of Business study found, when people hear statistics alone “they retain only 5% to 10%” of what they’ve heard. Stories are far more impactful in promoting retention and behaviour, than functional messaging. Our brains are wired to understand and retain stories” Stories persuade and move people to action:Ĭritically, research shows that: “Our brains are not hard-wired to understand logic or retain facts for very long. In the world of marketing, communicating a great story has the potential to cut through much of the monotony of today’s advertising, by presenting something that is unique and captivating, making consumers stop and listen. Often is the case you’re completely absorbed in what your reading / hearing and time feels like it slows down around you. Think about the last book you read that you just couldn’t put down, or a party you’ve been to where someone shared an anecdote that had people hooked on every word. One of the best things about a great story, is the ability to completely engross and capture an audience. Try thinking about a brand you particularly like. There is power in crafting stories to develop a desired identity and authenticity that hopefully resonates with consumers. How people speak about and the way a brand presents itself all influence key metrics such as purchase consideration and brand loyalty.
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