how to tell inspiring stories
TRANSCRIPT
@ESKIMON • TELLING INSPIRING STORIES1
THE POWER OF STORIESHOW TO USE STORYTELLING FOR MORE ENGAGING MARKETING
SIMON KEMP • • DECEMBER 2016
@ESKIMON • TELLING INSPIRING STORIES6
STORIES ARE ONE OF THE MOST PERSUASIVE TOOLSAVAILABLE TO MARKETERS ACROSS ALL INDUSTRIES
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THEY PROVIDE US WITH A SENSE OF BELONGING, AND HELP TO CONNECT US WITH OTHER PEOPLE
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THE ‘NARRATIVE’ OF STORIES REFLECTS HOW OUR BRAINS STRUCTURE AND REMEMBER INFORMATION
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WE SHARE AND GROW THE COLLECTIVE WEALTH OF HUMAN KNOWLEDGE BY TELLING EACH OTHER STORIES
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STORIES ALSO DEFINE CULTURE, AND HELP US UNDERSTAND WHERE WE ‘FIT’ IN THE WORLD
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THEY’RE AT THE HEART OF EVERY CIVILISATION, EVERY SOCIETY, EVERY RELIGION, EVERY FAMILY
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THE STORIES WE TELL ABOUT OURSELVES – AND TO OURSELVES – ARE CENTRAL TO DEFINING WHO WE ARE
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A NARRATIVE THAT ENABLES PEOPLE TO CAPTURE, ORGANISE, REMEMBER, AND SHARE INFORMATION, EVENTS, IDEAS, AND DREAMS, TOGETHER WITH THE EMOTIONS
THAT MAKE THOSE THINGS MEANINGFUL AND MEMORABLE TO US AND TO OTHER PEOPLE.
“
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THE 4ES OF POWERFUL STORYTELLING
GREAT STORIES ARE MORE THAN JUST A COLLECTION OF SOUNDS AND IMAGES
STORIES TAKE US ON AN EMOTIONAL JOURNEY AND
MAKE US ‘FEEL SOMETHING’
EXPERIENCE EMOTIONSTORIES DRAW US IN AND
CAPTIVATE OUR ATTENTION AND OUR IMAGINATION
ENGAGEMENTSTORIES ENABLE US TO
RELATE TO OTHER PEOPLE’S IDEAS, EMOTIONS AND LIVES
EMPATHY
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GOOD STORIES ARE EXPERIENTIAL: THEY DRAW US IN, CAPTIVATING OUR ATTENTION
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BUT GOOD STORIES CAPTIVATE MORE THAN JUST OUR ATTENTION; THEY ALSO ENGAGE OUR IMAGINATIONS
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STORIES ACTIVATE MORE AREAS OF OUR BRAINS THAN MERE FACTS ALONE
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STORIES ACTIVELY ENGAGE OUR SENSORY CORTEX, WHERE OUR BRAINS PROCESS OUR FIVE SENSES
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THE BEST STORIES ACTIVELY STIMULATE OUR SENSES
PICTURING THINGS, PLACES AND EVENTS,
EVEN WITH EYES CLOSED
HELPING US TO IMAGINE SOUNDS THAT ARE AS REAL
AS IF WE’D HEARD THEM
SIGHT SOUNDEVOKING WHOLE NEW
WORLDS, JUST BY DESCRIBING A SCENT
SMELLUSING METAPHOR TO TRIGGER EXPERIENCES
IN PEOPLE’S MINDS
TOUCHACTIVATING OUR TASTE BUDS, WITHOUT EVEN EATING OR DRINKING
TASTE
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AS A RESULT, THE BEST STORIES INVOLVE US AS ACTIVE PARTICIPANTS, RATHER THAN PASSIVE SPECTATORS
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AT THE SAME TIME, GOOD STORIES TRIGGER THE RELEASE OF POWERFUL HORMONES IN OUR BODIES
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GOOD STORIES STIMULATE THE RELEASE OF...
A NEUROTRANSMITTER THAT REGULATES OUR BRAINS’ REWARD
AND PLEASURE CENTRES
AN ADRENAL HORMONE THAT HELPS FOCUS OUR ATTENTION
AND FACILITATES MEMORY
DOPAMINE CORTISOLA HORMONE THAT IS CENTRAL TO
SOCIAL BONDING AND AFFECTION, AS WELL AS WOUND HEALING
OXYTOCIN
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THESE HORMONES INFLUENCE OUR MOOD, AS WELL AS OUR FEELINGS TOWARDS OTHER PEOPLE
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IN OTHER WORDS, THE BEST STORIES CAN ACTUALLY MAKE US FEEL SOMETHING
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WHAT’S MORE, GOOD STORIES CAN ACTIVELY CHANGE THE FUNDAMENTAL CHEMISTRY OF OUR BRAINS
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THESE CHANGES CAN PERMANENTLY INFLUENCE OUR PERSONALITIES, OUR HABITS, AND OUR BEHAVIOUR
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MOREOVER, STORIES DON’T JUST IMPACT US AS INDIVIDUALS, EITHER
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STORIES CAN TRIGGER NEURAL COUPLING – THAT FEELING WE GET WHEN WE ‘CLICK’ WITH SOMEONE
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NEURAL COUPLING HELPS US TO SYNCHRONISE OUR EMOTIONS WITH OTHER PEOPLE
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AND THIS IS WHY STORYTELLING IS SO VALUABLE IN MARKETING: EMPATHY IS THE CORE PILLAR OF TRUST
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HOWEVER, MANY MARKETERS STILL STRUGGLETO TELL ENGAGING AND PERSUASIVE STORIES
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HAVE A CLEAR PURPOSE: WHY DO YOU WANT TO TELL A STORY? WHAT’S YOUR DESIRED OUTCOME?
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UNDERSTAND YOUR AUDIENCE: HOW IS YOUR STORY RELEVANT TO PEOPLE? HOW DOES IT ADD VALUE?
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START STRONG: DRAW AUDIENCES INTO YOUR NARRATIVE, RIGHT FROM THE VERY BEGINNING
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USE EMOTION: APPEAL TO PEOPLE’S FIVE (OR SIX) SENSES, NOT JUST TO FACTS AND SENSE
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...BUT REMEMBER THAT DRAMA AND MYSTERY CAN HELP YOU TELL MORE ENGAGING STORIES TOO
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MAKE IT SOCIABLE: OFFER WAYS FOR PEOPLE TO INVOLVE THEMSELVES AS CHARACTERS IN YOUR STORY
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DON’T TELL THE WHOLE STORY: LET PEOPLE INTERPRET THEIR OWN MEANING AND CONCLUSIONS
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LEAVE PEOPLE WANTING MORE: THERE’S NOTHING MORE ENGAGING THAN A CLIFFHANGER
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1. HAVE A CLEAR PURPOSE
2. UNDERSTAND YOUR AUDIENCE
3. START STRONG
4. BE AUTHENTIC
5. APPEAL TO EMOTIONS
6. KEEP IT SIMPLE
7. ADD DRAMA AND INTRIGUE
8. MAKE IT SOCIABLE
9. LET THEM DISCOVER THE MEANING
10. LEAVE THEM WANTING MORE
KEPIOS’S 10 STEPS TO BETTER STORYTELLING
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WANT TO KNOW MORE? LET’S CONTINUE THE CONVERSATION ON SOCIAL MEDIA: @ESKIMON
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SIMON KEMP
@ESKIMON
INSPIRING MARKETING
KEPIOS.COM