Organizations are being hammered with the mandate that they have to “tell stories.” That means that instead of describing the benefits clients/customers can get from doing business with them, they frame all that in a narrative. The reasons are obvious.
From the get-go, human beings need both reality and fantasy packaged with a plot, compelling characters, and a theme or message. As every parent knows, children beg, “Tell me a story.” As we get older, we crave the satisfaction of cause and effect relationships being played out. X did this and Y happened.
When it comes to business, the most successful presentations and promotions capture those same aspects and pacing of a narrative. For example, the community college provides a timeline of a 20-something in a dead-end job, her enrollment in a nursing program, and the great money and career mobility she has today. That’s done all in a 60-minute commercial on television.
Is it okay to “make up” stories? Yes. In fact they can be the most appealing and memorable. That’s behind the branding success of GEICO. Its Cavemen stories embedded the company in the national consciousness. You can also make up characters and imaginary plot lines which package your message in a compelling manner.
How about graphics? We are a visual society. The more graphic elements you can introduce the more time will likely be spent with your promotions.
Kate Sirignano, founder of Image Marketing Consultants, invites you to a complimentary consultation for your marketing, public relations, partnerships, special events, and social media needs firstname.lastname@example.org, 203-404-4868.