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Monday, February 6, 2017

The Irresistible Power of Story Telling in Businesses




Storytelling has fashioned civilization, destroyed cultures and built up nations.
Through stories people have been persuaded, inspired and nudged to act out a vision.

Through storytelling, the blacks of America believed the Martin Luther’s vision, keyed into the “I had a Dream speech” and set themselves free from the shackles of racism; hence, releasing them into a just society where people are not judged by the colour of their skin but by the content
of their character.

It was the same power-packed that brought the tyranny of Mubarak TO AN END.

It is the inspirational story of Winston Churchill that has inspired people to fight out their dreams. This is the TRUE power of storytelling.

The Question Next, is "Can This Be Done in Business?"


Can business executives latch on the story concept? Can they fashion out stories that engage, stimulate and capture the mind of their audience- Stories that stimulates their soft center, galvanizing them into action, causing them to do your bidding?
According to Robert Mckee, the world best known Screen Writing Lecturer, the answer is Yes.

In the game of story against Data, Robert made a powerful illustration and this is what he said:

Consider the CEO of a biotech start-up that has discovered a chemical compound to prevent heart attacks. He could make a pitch to investors by offering up market projections, the business plan, and upbeat, hypothetical scenarios. Or he could captivate them by telling the story of his father, who died of a heart attack, and of the CEO's subsequent struggle against various antagonists--nature, the FDA, potential rivals--to bring to market the effective, low-cost test that might have prevented his father's death.

By doing this story, he has made the board believe in his idea; hence convincing them became a tad easier with data.

It’s for this reason I love what Nameer Khan said. In his response to the irresistible power of storytelling, he said that he considers story telling an essential tool for any marketer. It’s human behavior/psychology that we need stories.
Story telling is a pivotal way of penetrating into the mind of the audience
.

That’s why through viral stories you not only generate brand awareness. The awareness generated can cause your product to become more preferred to your competitors brand.

Examples of Brands that Deploy Stories

1. Lego




According to +Marcus Sheridan, storytelling is an important essence of the greatest and most successful communicators since the beginning of man

In his article, The Best Example of Brand story telling ever: The Lego Movie +Marcus Sheridan share with us the story about the Lego brand. He talked about the laughter he witnessed, how adults chuckled and kids sprawled in the theatre that was fully packed.

Just for ONE Reason

All because a brand decided to script a powerful story deploying the use of film to market their toys

In Marcus exact words

“In fact, an hour after we had returned from watching the movie, two of my kids walked out of their bedroom, each with a newly built LEGO ship….after not having touched their LEGO for months….

And that my friend is how to tell a story and induce your customers to action.

My Take Away: Don’t Sell Stuff. For Lego it wasn’t about selling blocks that can be turned into bigger objects Instead they challenged people-young and old to create, imagine and go beyond what they believe is possible.

2. Coca Cola

To many people, Coca-Cola is just your simple soft drink company. But its Goal, “to refresh the world”, to inspire moments of optimism and happiness”, and “to create value and make a difference” are what we see daily in the stories they tell in their adverts.

Instead of focusing on the benefit Coca Cola can bring to you, they transformed the brand into an experience by crafting stories that people of diverse background can relate to.

What Coca-Cola aims at through their stories is to make people feel happiness wherever and whenever they find Coke.

This was essentially captured in the AD “Hey Catch Kid”

Hey Catch Kid was so famous, that it has garnered over 2 million views and has also been declared one the 10 best ads of all time.


What Makes the AD so Special and Enduringly Beautiful?

According to David Deal, it is partly because it contains a well constructed story written by Penny Hawkey and created by McCann-Erickson.

The ad begins with hulking Defensive Tackle- Joe Greene Limping as he moves into a stadium tunnel, sad that he has taken up an injury.

Tired and bloodied, with a Pittsburgh Steelers jersey ripped off at the Shoulder, a young timid boy approaches him and offers him a bottle of Coca-Cola to soften up the pain.

“You want my Coke?” the boy asks.
Greene, obviously in pain, shakes his head no.
“Really, you can have it,” the boy insists.

Finally, Greene relents, offers the boy’s Coke, and takes a long swig while the boy turns away, muttering, “See you around.”

Then comes one of the greatest payoff scenes in advertising: Mean Joe Greene, refreshed by a long swig from the Coke, turns toward the boy and gently calls out, “Hey Kid.” The boy turns around, his face revealing that universal look of hope of any child who worships a sports hero. Greene does something wholly unexpected: He smiles — and a genuinely warm smile at that. Then he returns the boy’s gesture by and tossing him his jersey.

This and many more of Coca Cola ads cemented the brand name while sending Pepsi down the Spiral Path.

This is despite the fact that Pepsi taste better than Coke as could be seen in the Blind taste. They were able to win the brand war through this empowering stories and also by the many gaffe Pepsi Cola made.

Take Away: Don’t focus on the benefit of your product. Relate your product to an exceptional experience by using the inspiration of stories and see your brand shoot to the top.

For Coca-Cola,  it ISN'T about being  the oldest Cola brand. It is the experience of happiness you feel when you come in contact with Coca-Cola.


There are many other examples of brands that have used story telling to build there brand.

Some examples in the blogging world include:

1) John Morrow in his post

How to Quit Your Job, Move to Paradise and Get Paid to Change the World

In this inspirational post Jon applies these 4 powerful ingredient

i. Crafting of Explosive Emotions
ii. Telling a Story
iii. Using of Irresistible Magnetic Headlines
iv. Picking an Established Platform To Go Viral SOURCE


2) Penelope Trunk in her post

I hate David Dellifield. The one from Ada, Ohio.


In the above post, Penelope lambasted David for sending her a debasing tweet. The end result was that David got booted out of twitter.

She applied the instrument of story telling and David would regret having made that comment. That post ranks among her top three commented post of all time.

 It helped strengthen her relationship with women, who saw her as someone that would fight any misogynist that can be found online.

 This made them trust what she says and what she offers.

These are just but a few others include, +Adrienne Smith who shares her experiences and through this have built an awesome community. Another is +Harleena Singh of Aha Now.

This community of bloggers have built their brands through sharing their ups, their down, their triumph and inspiration. Through this they cement their brand, making it grow from strength to strength.


Do you know of any other brand that have used story telling to capture the minds of their audience, converting them in loyal followers and readers?

Please share in the comment box.







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