Successful storytelling: understand this practice

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Storytelling in practice is a set of narrative techniques inspired by screenwriters and writers to transform any content into a unique journey for the interlocutor, with the aim of developing an emotional connection and conveying a message.

Who doesn't like to hear a good story, right?

Storytelling is not a new practice. In fact, the habit of telling stories dates back to ancient times, even before the emergence of writing. Today, this technique still survives and has been incorporated into companies' marketing strategies. This humanizes the message and creates a closer relationship between the brand and its audience.

Do you want to learn everything about successful storytelling? Keep reading our article!

Storytelling: what is it?


Loosely translated, storytelling means “telling stories”. In the corporate world, storytelling refers to the practice of developing a narrative around a product with the intention of adding more value to it and the brand. Storytelling in sales seeks to create connections with potential customers, placing them as protagonists of the story being told.

The goal is to awaken emotions through compelling and relevant stories. This way, they will be able to retain the attention of the target audience and have a positive impact on them. This way, the prospect will be more inclined to purchase your solution.

By telling good stories, you ensure that you are producing Hong Kong telegram data unique material. Even if it is about a worn-out or generally known topic, your content will address a unique perspective: yours. In addition to identification, stories also trigger our emotional side, either by awakening some memory in the reader or by making them imagine themselves in the character's shoes.



What are the main elements of storytelling?


Message
It is common to separate storytelling into two parts. Story: the story and the message to be conveyed. Telling: the way in which this message is presented. If the message is strong, it is possible that it will have an effect even with a weak telling. However, if it is weak, it will be difficult to save your content with techniques to tell it.

The idea conveyed is what can transform and leave a mark on people's lives. There are plenty of texts, stories and lectures that leave the audience momentarily enthusiastic, but content that truly leaves an impression and makes you remember it is rare. These are the ones that manage to reconcile the two parts of storytelling.



Environment
Events need to happen somewhere, having it well described makes it easier for the audience to embark on the journey.



Character
The character is the one who goes through the entire journey and undergoes a transformation that leads to the transmission of the message. But, to go through this transformation, he must overcome the next element, conflict.



Conflict
The main factor that keeps the audience interested in the story is the conflict: the challenge that arises for the character in order to motivate him to go through the entire journey. A very simple conflict does not arouse interest, as it does not generate identification. After all, very easy achievements are not usually valued.

It must be more elaborate and cannot be easily overcome. In this case, we would have a romanticized story, which may even arouse emotions, but hardly generates identification. Therefore, the conflict must be elaborate and difficult to overcome, to the point of requiring the character's transformation in order to be overcome.



Is all storytelling a narrative?


Every narrative is a form of storytelling, but the opposite is not always true. This is because the term refers to the techniques used to convey a message in an engaging and captivating way, using some prose tools to do so.

We can classify storytelling into three basic applications: its use as a story, its use as part of the content, and its use as a structure for the content. Of these three situations, the first is the only one that is in itself a narrative, that is, part of a story that has a beginning, middle, and end to convey a message.

The second application involves small insertions of a narrative, for example or metaphor, within a larger text that is not itself a narrative. Finally, it is possible to use storytelling tools within a text that is not a narrative, but uses its basic elements to ensure a structure capable of capturing the attention of the consumer.