About heroes and values: Storytelling for companies
Stories captivate, fascinate, stir up... If you want to give people experiences, you tell them a story, and if you want to convey facts, you embed them in a story so that they stick. Stories help understand, collections of facts. This is true in literature as well as in marketing. From cave drawing to the Internet — the tradition of storytelling People have always longed for entertainment. Because people want stories told, the tradition of storytelling can be traced back to the beginning of every culture on earth. Anyone who wanted to relive stories of the mammoth hunt tens of thousands of years ago had to visit a cave and study the drawings on the walls under the light of a torch. (Take a digital walk through the Lascaux cave here)With the invention of writing, later printing, the story became mobile. Today, we tell and distribute stories in a multimedia and interactive way.
Modern storytellers use the keyboard of new media. With their digital tools, they combine writing and sound, moving and still images, to create ever new ways of telling stories.
Create transparency: Who are you, what do you stand for, what drives you?
For companies, there is no more powerful tool than storytelling to address and retain target groups.
Thanks to social media, customers and companies are now closer than ever before. Your company should also take advantage of this proximity. Not for a barrage of advertising messages, that scares off, but for authentic communication.
Get yourself started by making it clear who you are, what you stand for, what drives you.
You'll be amazed how quickly your story gets around.
Strengthen the bond between your company and your customers
Modern marketing presents companies by illuminating the history of the company, its products and services in multimedia and on multiple platforms. Stories convey value, transparency creates trust. When a consumer believes in your company's values, they feel connected to you.
Anyone who saves resources should report about it
Sustainability in particular should not just be a label, not just an abstract term. Clear the substance of the word, illustrate your sustainable action. The best way to achieve this is by telling stories about your products and how they came about, for example in a company blog. (Read here what you need for a successful company blog)Anyone who saves resources, protects lives and values justice should report on this.
Aristotle's “Poetics,” the Bible of Storytelling
Plot, setting, characters. The Greek philosopher Aristotle outlined the basic principle of every story almost 2,500 years ago. The surviving parts of his Work “Poetics” as a Bible of Storytelling. But Aristotle did not invent storytelling, it existed a long time ago, he only wrote down the principles that storytellers have followed since time immemorial: The substance of every story can always be reduced to a hero who must overcome obstacles in order to achieve a goal. Be it the hunter who faces a mammoth, or the entrepreneur for whom sustainable action is just as urgent as profit alone for others.
The audience is already there and they want to be entertained
Companies that make sustainability a core value of their work have numerous heroes in their ranks. Take a look at your ranks and use the opportunities of our multimedia world to tell and share the stories of these heroes in the company blog. The audience has already arrived and they long to be entertained. Companies just need to captivate, enthrall and stir it up.
