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Photo by Suzy Hazelwood: https://www.pexels.com/photo/opened-white-book-1447273/ |
Mankind has
been using storytelling to educate and motivate people from the earliest days
of cave dwellers who would draw scenes inspired by their surroundings on the
walls of their dwellings. They would often depict the animals they lived
amongst, with many of the paintings showing groups of people indulging in
hunting. These paintings told tales to the young, teaching them valuable
lessons about what kind of life lay ahead for them. To a youngster looking at
these paintings on the roof and walls of his or her cave in the flickering
light of a log fire, the stories told by them would appear almost like watching
a movie in a darkened cinema theatre.
As mankind
evolved, so did its ability to tell emotive tales about legends, folklore, and
religion to one another. The hold that such vivid imagery implanted in people's
minds became unshakeable and this remains true to this day. Look at the world
around us and you will see people going to war over religion and perceived
historical wrongs imprinted on their minds, thanks to all the stories heard by
them about these.
This
happens because mankind is more emotional than rational. The reason for that is
that humans are not really very different from other animals in that they react
primarily on the basis of instinct, rather than any well-thought-out reasoned
argument. The only difference is that
humans have a much better ability to communicate with each other and are able
to very well articulate their hopes, fears and aspirations. This is something
that they do best with the help of storytelling.
Savvy
marketers know that the best way to connect with their target audience is on an
emotional level rather than a factual one. This led to the rise of the
advertising industry whose primary function was to emotionally connect a
product to a potential customer by relating a story about it that resonated
with the latter. Advertising worked fine for a very long time, but eventually,
its magic wore thin with the intended target audience being put off by the
slickness of the ads in question. They no longer related to the synthetic
emotions associated with the brand.
The advent
of the digital age and the age of social media which empowered the customers to
engage in real time both with the brands and other consumers sounded the death
knell of traditional advertising as one knew it. Instead, consumers shared
their personal stories about their real-life experiences with the brands in
question. This forced brands to invest in long-term, personal relations with
their customers. The only way to do that was to exchange stories with them.
These
needn’t necessarily only be about using the brand, but more about what’s going
on in their lives and helping find what they are looking for or fulfilling
their aspirations. The brand still exists, but more as a friend and an enabler
than a product or service that needs to be sold. People are bored of artifice
and crave genuineness. That is the reason why we see the movie industry in the
doldrums. People would rather see YouTube videos of people like them doing
stuff that interests them than watch the fake heroics and the dramatic
scenarios that traditional cinema throws at them.
If you can
get your customers invested in your brand through the tales you relate to them,
you will not only make paying customers out of them but also loyal advocates of
your brand. They will buy your brand not because you sold it to them, but
because they bought it from you, as it is the natural thing for them to do.
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