When we’re consuming a good story, it seems perfectly real to us. This strange phenomenon is usually referred to as suspension of disbelief. We suspend our critical thinking (“this is only a story” or “this is not realistic”) and believe in the story because it’s so much more satisfying than to write it off as fiction. The characters and events seem so real and bring back emotions we’ve had ourselves when experiencing something similar.
This is why stories have greater impact than a regular marketing pitch, mere facts or abstract information. A story’s emotional potency makes people more likely to remember it, be convinced and take action.
So how does this actually happen?
Continue reading “How storytelling works”
Storytelling. The word has an aura of excitement and magic that probably explains some of the hype. Storytelling used to make me think of the Odyssey or old men with beards telling tales by camp fires under the stars. These days, I see marketing consultants on stages (with beards) claiming to be Storytellers.
Is storytelling just a new name for marketing? Will saying the magic word turn marketers – or anybody – into Storytellers? Does content equal stories? No, no, and no.
Since storytelling is the art of telling a story, the question is: what makes something a good story (and not just ‘content’)? Let’s start with the basics. Continue reading “Storytelling: what makes a story powerful?”