What is Storytelling
Storytelling has a special place in copywriting. And that's not just because, right now. Storytelling - is a must-have skill for a copywriter.
Storytelling is the art of communicating information through stories. The term was first mentioned in 1992 year in a collection of work manuals from a ceiling tile manufacturer. However, the history of storytelling began with the history of mankind. Classic example - fairy tales. Even our distant ancestors understood that information is better absorbed if it is presented in the form of an interesting story.
Storytelling quickly migrated into the field of marketing. It turned out that the best way to sell a product is to tell an interesting and emotional story about it. So the scope of the use of storytelling expanded greatly. This became the starting point for the development of storytelling as a marketing tool.
How to Write in the Storytelling Genre
The techniques of storytelling remain the same. There is a classic scheme of action for writing interesting stories:
- Formulate an idea. It is succinct. thought that is supposed to be deposited in the minds of listeners. For example, through storytelling, advertisements can show which awkward situations people get caught when they don't use the product being promoted. The main idea is "buy our product, and everything will go smoothly for you.
- Identify the target audience. It's important to understand who the story is being created for. They have certain parameters: needs, pains, desires, and dreams. This is what you should focus on when creating a story.
- Prescribe the characters. These could be people, Animals, fictional beings and even inanimate subjects. A good character cannot be perfect. He has both virtues and flaws.
- Determine the motivation of the characters. Experienced authors write that characters should have a purpose, a treasure, and a flaw.
- Think through the structure. A good story contains blanket, conflict, climax и junction.
The story does not have to be uplifting and embody the "American dream. Its main task is to evoke emotion.
Augmented reality from Coca-cola: an example of storytelling
As this innovative augmented reality (AR) campaign from Coca-Cola shows, marketing storytelling can take place in a variety of environments.Customers could point their phone camera at a can of Coca-Cola and see one of the 12 stories come to life. Each story has a little conflict in which the animated characters engage in a light-hearted exchange before finding a positive outcome that revolves around the Coca-Cola exchange.
One story shows a couple of children blowing off their beach ball from behind a beach umbrella, and another tells how a young couple at the movies got scared and dropped their popcorn. Another depicts two rival soccer fans joining each other in a friendly game when a soccer ball flies out of a Coke can.
What goes into a classic story scenario
There are storytelling techniques that have been proven over the years. They are used by novices and experienced authors alike:
- Victory over the dragon.
- From dirt to riches.
- Culmination.
- Rebirth.
These techniques will work for any placement site.
Rules of Storytelling
It would seem that writing stories is a simple thing. Even here, however, there are certain rules to follow:
- The story should evoke an emotional reaction.
- One story, one idea. It's not worth spreading yourself out over a multitude of meanings.
- The story needs to create tension and unexpected twists and turns.
- It is important to show characters that the target audience would like to associate themselves with.
- Sincerity is above all.
Examples of storytelling can be found literally everywhere - billboards, publications in social networks, articles, public speeches, videos. From this we can conclude: stories were, are and will be, but most importantly, they work.
And the text platform will help you with your stories ReText.Ai. You can upload your text there, and the artificial intelligence will make it dynamic and colorful. To do this, you need to use the "transform" function. And if you need to change the volume of your text, use the "summarize" and "expand" functions.