A story can be told in multiple ways, including through email. In fact, not all campaigns should focus on direct communication of offers and product information. Sometimes the real key to success is delivering a message that sticks with and establishes a connection with the user. Man lives on stories: from popular legends passed down orally, to the creation of movies, to the success of Netflix and the endless production of today's television series. Storytelling comes precisely from the desire to exploit this human predisposition to approach users in a new way, unlike the often ineffective direct promotion techniques. What is Storytelling? Storytelling is the art of telling a story that aims to excite, engage and persuade the reader. The approach can be used in many areas, from economics and politics to business and advertising. Especially in the latter case, in recent years there has been a real rise of storytelling as an unconventional marketing technique , because it can establish a connection with the user and convey a message of value and quality .
In addition to being highly appreciated by recipients , now tired of overly aggressive and repetitive push sales approaches, storytelling can prove to be a winning strategy for: increase user engagement indirectly and implicitly facilitating conversions increase brand value improve brand reputation How Effective Storytelling Develops Storytelling doesn't just mean telling the story of a company or product. The technique has very specific elements and methods . Regardless of the story type, every story should have these essential elements: - the hero. Without a main character, there is no story. The hero is usually a protagonist with an initial inner conflict that E-Commerce Photo Editing Service must be overcome in order to achieve a goal. Applied to marketing, the hero can be the company, one of its products or a person who embodies the values of the brand , with whom the target can easily identify. – helpers and opponents. Any decent story should combine a positive hero with a negative character who represents the antithesis of his values (and therefore of the brand values) and one or more assistants, essential for the hero to achieve his goal. – the hero's journey. Just like in a coming-of-age story, the protagonist must endure a series of hardships and overcome obstacles to reach the ultimate goal.
A balanced initial situation should always be followed by the so-called breaking point which gives way to the events of the hero leading up to the happy ending. – reader engagement. Without the typical conflicts of the trip, the story would be without interest, becoming improbable. We all encounter difficulties in pursuing our goals and it is precisely these difficulties that cause us to identify with the hero and engage with the story. Without the drama, there would be neither involvement nor, above all, a moral from which to learn a lesson. However, the mere presence of difficulties is not enough to truly engage the reader: the narrator must use formulas and language explicitly addressed to the audience so that they feel part of the story.