Page 11 - AeM_June_2020

BEST
PRACTICES
emerge stronger from setbacks, the audience will ing what is involved with solving this problem and &
trust you the more, Anyway, it’s definitely better than thirdly proposing a solution. STRATEGIES
simply stirring the advertising drum.
Checklist for storytelling
Tip: A manager should first tell himself good stories to
get into a good, emotionally positive, and powerful • Good preparation, especially when it comes to
state. This makes it easier to tell positive stories. That content and messages
is why it is particularly important in such times to keep
employees on the ball. Employees who are paralyzed • Do not start with your own interests, but think about
with fear for their job and the future are unable to help the needs of the listeners
the company out of the crisis. These employees
achieve small and large successes every day: one has • Create a supply of stories to tell the right story for
turned a prospect into a customer, another has found different situations
an important spare part after long research.
• Be aware that communication with employees is as
Generally, customers hear three types of stories: important as that with customers.

• First, stories that have the customer as a hero and • Talk intelligibly.
how the customer (with the help of the company)
solves their problems. One way to do this is to • The story can also be short – since you can watch
obtain references and publish them on the website 90-minute stories in the cinema.
– just make sure that it's not the company that is • Practice stories, especially before important
the hero, but the customer.
situations. If necessary, a consultant will help
• Second, stories that express the basic motives and Obviously, our brain is addicted to stories, making
values by which the company lives. Mostly it is the storytelling one of the most powerful communication
founding story. This allows the customer to identify tools to address hearts and minds. Used strategically, it
with the company and gives him security in has the effect of instilling trust, sympathy, and
knowing who he is dealing with.
enthusiasm. In addition, storytelling is pretty much the
only way to really change people's beliefs and self-
• Third, knowledge stories that tell the customer what images over the long term. ◊
the company is doing to solve the problem:
describing the problematic situation, then explain- By Daniela La Marca

11 June 2020: Video Marketing & Storrytelling