I’ve worked on a few projects with a company called Seven Stories whose work is all about “bringing compelling stories to life”. They do some fantastic work and really help simplify the complexity and build s story. Working with them introduced me to the power that story telling can have on people and organisations.
As marketers, one of our roles is to tell stories. Really you ask? Think of when you had to sell an idea to your boss. Maybe it was selling the idea of a rebranding project, a creative concept on the latest ad campaign, or maybe a website redesign. Come to think of it, whether we are in marketing or not we all have to tell stories one way or another in the workplace. And as we move up the Corporate ladder, I think it’s all about telling stories to convince staff, shareholders, and the market of the journey you are taking them on. Q-How did Steve Jobs introduce the iPhone and iPad to the market? A-He had a compelling story to tell.
In business, a lot of our story telling is done by rational approaches: hard facts, numbers, return on investment. There’s nothing wrong with that, in fact, that’s how economies function. However, when you tap into the emotional side of things, that’s when you connect, when people remember you, and where you can make a difference. I guess that’s what movie directors are always trying to do in making the next Hollywood blockbuster. That’s not to say you should be coming up with a movie script each time you do a presentation to your boss in the workplace. But it is beneficial when you are selling the idea to try and think about what story you are trying to tell.
What was widely considered one of the more successful/popular Superbowl XLVI commercials recently (even though I loved the funny ones-see my post on 2012 Superbowl Ads)? It was the Clint Eastwood Chrysler commercial. Why? Because it told you a story. It took people on a journey. And it was a memorable one because it connected with people’s emotional side instead of the rational side which would otherwise just talk about the car’s features. Over 5 million YouTube views can’t be wrong!
It’s that “a-ha” moment that you want to cultivate. But it’s not just the end that’s important, it’s how you construct your story from start to finish. So when you do your next idea pitch, think about the story you want to tell. How can you connect with the audience to make it memorable like Mr W below…