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“Stories aren’t kid stuff” is the second part of our storytelling series. You can read the first part here: Of children’s cassettes and cave paintings.
The big mistake
After we made a journey through time together in the last blog, we now deal with the present again.
In many places stories are still regarded as children’s stuff. Obviously, as we often feel reminded of bedtime stories. This leads to the disastrous reverse conclusion that many people in the business world prefer to use dry facts, data series and unadorned language when conveying content. This should radiate seriousness and competence. However, this simply and poignantly leads to boredom. Honestly, would you rather listen to a boring, unadorned enumeration of data or an exciting adventure story, full of surprising twists, with an ingenious plot and great characters? Exactly.
A rethink is overdue
The entire film industry generated an approximate turnover of 36.4 billion US dollars in 2013.
The Harry Potter books, which tell a story about a sorcerer’s apprentice and his fate, sold about 325 million copies worldwide.
Stories are by no means insignificant children’s stuff, but also interest and touch adults. If we understand this and dare to do storytelling ourselves, then everyone can only benefit – your audience because it is entertained, and you because the content you deliver will be better received by your audience.
In advertising, the rethink has long since taken place. For decades it has been known that products can be made much better known if they are packaged into a moving story. This is because the audience is emotionally involved.
With Seats for Switzerland, Swiss tells an emotional story about what the airline stands for.
A small conclusion
So let’s summarize: There have probably been stories for as long as there have been intelligent people. In any case, several 10,000 years. The sense behind these narratives was varied; on the one hand, it promoted the community by sitting together around the campfire and singing the most entertaining hunting and war stories. On the other hand, stories were used to communicate content and knowledge in a sustainable way and to pass on information.
The second point is particularly interesting for us. Even today it is difficult to escape the magic of stories.
The Biology Behind the Whole
In purely biological terms, an emotionally stirring story ensures that dopamine is released in the listener’s brain. Thanks to these “happiness hormones”, we remember what we hear better.
You can use this fact yourself, not only in your private life, but also in your business. It takes a little courage and innovation, but it will be more than worth it.
Both your PR and your marketing can only benefit from storytelling because it hits people right where it works: right in the heart.