Demystifying storytelling!
Myth 1: Storytelling and the technology sector don't mix.
Contrary to popular belief, storytelling is essential, especially in technical fields. It makes complex concepts more accessible and engaging.
Myth 2: Revenues and expenses are more important than anything else!
Emotion and story are not incompatible with financial goals. On the contrary, a well-told story can increase the perceived value of a product or service and generate revenue.
Myth 3: The art of storytelling is just for our sales team!
Anyone can master the art of storytelling. With practice and an understanding of the basic principles, anyone can become an effective storyteller. Once again, contrary to popular belief, a well-told story depends not on special effects or the flamboyant personality of its teller, but on its structure and the right choice of words.
Myth 4: Our stories are nothing special and not worth telling
Every individual or company has a unique story to share. It's a matter of bringing these stories to life using the DFY methodology, so that they resonate with the audience.
Why use storytelling?
Human beings are naturally predisposed to listening to stories from an early age. Stories, even the most complex ones, capture attention and, better still, encourage memorization. In fact, 92% of consumers prefer to have brands told to them in the form of a story, rather than having them sold to them. This is how an emotional connection is established, strengthening brand loyalty and commitment.
Common storytelling practices
To explain the usefulness of a product: use realistic scenarios illustrating the use of a product. For example, an innovative digital product targeting travelers is about to be launched. To ensure that consumers grasp its added value, the story will focus on its usefulness for a family on a "road trip" vacation, rather than listing the new features.
To help solve problems: telling stories that identify and resolve organizational issues helps spread good management practices and break down organizational silos. As an example, Siemens used storytelling for a troubling event: the loss of an employee's eye during an apprenticeship. It was part of a series entitled "This is my safety story". Rather than giving safety guidelines, the series gave a voice to employees who shared their own experiences.
To raise awareness, educate and standardize practices. Stories can shed light on the "why". For example, explaining in a scripted story that training will make it easier for employees to do their jobs and make them more autonomous encourages the adoption of new methods or policies.
Here are a few examples:
Michel et Augustin - subway recruitment
Veja - making sports shoes with a social and environmental mission
Apple - Your experience rather than our product
Methodology for creating an effective story
Step 1. Problem identification: recognize and clearly define the problem to be solved, as well as its context, which enriches the story and makes it more memorable.
Step 2. Solution development: brainstorm potential solutions with stakeholders.
Step 3. Anticipating benefits: forecasting the results and impacts of implementing solutions.
Step 4. Structuring into story acts: convert steps 1 to 3 into story acts and ensure logical flow.
Step 5. Narration: writing the story validates the chosen structure. This is also the stage where the appropriateness of the words is important, as they must be close to the audience's reality and evoke emotion.
The importance of context and emotional connection
Context is crucial to establishing a connection with the audience. A story must reflect experiences and emotions that resonate with the audience, facilitating memorization and engagement. Context brings the story to life, allowing the audience to immerse themselves and connect personally with the narrative.
Conclusion
Storytelling is a powerful tool for corporate communication. It enables complex messages to be conveyed in an engaging and memorable way. By understanding and applying the principles of storytelling, companies can significantly improve their projected image, as well as their relationships with employees and customers.
To find out more :
Storytelling in business: inform, convince and lead to action
