A new trend in marketing circles is this idea of story-telling...applying narrative ideas to marketing communications.
Organizations have “a story to tell.” Their products and services have greater value if customers come to understand their worth by way of a story.
Employees are more productive if they are made to understand their role in terms of an over-arching narrative…an origin tale, a hero’s quest worth believing.
Customers are more apt to share their delight with a product or service in Aristotelian form. Isn’t it how we share ideas with each other? Beginning, middle, end…problem, complication, resolution.
It’s written in our DNA!
So why not tap into that? Why not use storytelling to sell stuff? I mean, aren’t we doing it anyway? Haven’t we always?
Stories are not communication “tools.” They’re bigger.
People are not objects to be manipulated into certain behaviors.
And…your business is not a noble endeavor.
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