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BEST
PRACTICES
&
STRATEGIES

How storytelling works best

People love to share their stories with other people - tell about it must be sought and found. Overall, there
especially when they are emotionally touched – and it are three kind of stories: from the company, about the
is called social sharing in the language of the web. employees, and from/with customers. For example, you
Besides the fact of sharing, it also serves to organize could report on the successes that the customers
feelings: negative feelings can be mitigated by talking achieve with your help, what kind of interesting people
about them and that provides relief; positive feelings, deal with your products, or in which exciting places
on the other hand, can be amplified and prolonged by your products/services are used. You can also provide
talking about them. Content with low emotional value is behind the scene episodes from everyday business life
rarely shared with others, whereas highly emotional since this always seems interesting. Chat about special
content is very often shared and best conveyed by production processes, rare raw materials, or you could
telling stories. also reveal the stories behind inventors and their
innovations or outline the future of your industry.
1. The more emotional, the more viral
3. The best stories are told by the customers
Stories translate information into emotion and can themselves
literally cast a magical spell on us. They increase
credibility since they are much more memorable than Make customers an active part of your stories. Their
numbers, data, and facts. When told in a masterly way, testimonials and references are far more credible than
they have incredible psychological power: they arouse events that you tell. Talk to your customers to find out
curiosity and attract attention, can make people loosen the right stories. Collect and document them and
up, relax, and create a feeling of familiarity, besides quickly put the right things into circulation for further
igniting imagination; they even make extremely distribution. The relevant press can also be grateful for
complicated relationships understandable and increase this. Stories, on the other hand, that are incorrect or
persuasiveness, and foster listening in general. embellished are sooner or later exposed, which is why
the indignant employees are more and more
2. You first must make up the story – responsible. False loyalty, in which the workforce
then tell it knowingly covers the unethical behavior of the
superiors, no longer exists – and that is how it should
Good stories need surprising products, fascinating be.
services, and extraordinary encounters. What people

June 2020: Video Marketing & Storytelling: compelling and emotional narratives 20