Unfinished stories will only add frustration in the mix. If you do not know how to end the story and guide the audience to its desirable interpretations, it’s best not to start it at all. The classic story structure looks like this:Įxposition → Rising Action → Climax → Falling Action → Resolution Never forget that your story and its every detail must have a goal and lead your audience towards certain thoughts and conclusions. Storytelling StructureĮvery story must have a solid structure and logic. A beautiful, sensual, and memorable background nonetheless. The couple’s story moves the public, while the brand serves as a background. Lacoste’s ad is a great example of this strategy. A story well told will bring you more clients than yet another listing of the product’s benefits. So the emphasis must be put on people and atmosphere rather than on your offer and contribution. Good ads do not describe how great a product is - they show how people feel when they use it. The baseline is simple: create a story around a colorful character, put them in a pickle or describe an emotional moment in their life.ĭo not get specific. A small shiver, laughter, smile, and exalted remarks are also an indication of your story’s success. It is not obligatory to bring the webinar participants to tears in EDEKA style. The goal of storytelling is not to relay the content but rather to convey emotion. Of course, you can mention those on the «About Us» page, but other than that, it would not be a story to captivate your client.ĭo not obsess over the terms and technicalities of your offer: it will most certainly come off as background noise to your audience. You shall abstain from trite descriptions, achievements’ listing and other tedious bits. It’s high time you took advantage of all the pluses presented by business storytelling. Thus, you can sell it without much hustle and imposition on your side. After listening to such a story during a webinar, participants are more likely to perceive your service as the right one for them. Such stories help mold brand identity and build lasting relationships with consumers. In a time when claims such as «best offer,» «low price,» and «high quality» have all but gone stale, companies are looking to engage consumers with stories like «Little boy realizes his dream and becomes a pilot: It all started when I got my first toy plane.» It can serve as a powerful strategy for attracting clients. Why Storytelling and What Does It Have to Do with Webinars?īusiness storytelling incorporates your brand and company history as well as stories about products and services. ![]() Today we shall talk about storytelling, not through the prism of fairytales and novellas or as a trend in e-learning, but rather as a tool for brand and business development.
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