Storytelling: An Emotional Connection to Your Audience
By Kym Gordon Moore
Do you remember how engaged and fascinated you were as a child when someone read or told you a bedtime story, or while listening to your teacher narrate a parable in school? Just as sitting around a campfire listening to stories can transport an individual to a different world with imagination, education, emotion or a cultural connection, narratives can take consumers to a place of reconnecting to their human needs.
Storytelling, the art of conveying events through imagery, words or sounds gives you an opportunity to connect, share and interpret compelling experiences in a unique way. The application of telling a personal or relevant story in relation to your platform still delivers a distinctive message about your brand, while it engages your listeners.
Gone are the days of high-pressure selling or selling through intimidation, which induces stress when the customer really isn’t set on buying. This antiquated strategy is such a huge turnoff, and it makes this practice extremely ineffective. Consumers are savvier about their buying choices. They will walk away from a deal faster than you can blink an eye, especially if the product does not coincide with their lifestyle or is not cost-effective.
Marketers are discovering that when conveying their messages to consumers, storytelling is no longer done for entertainment purposes, but serves a greater purpose in marketing and sales strategies. Clients are looking for narratives that can illustrate how to add value to their lives and lifestyles, before making a purchasing decision. Influencing the decision of buyers, regardless of the industry, has to make good common sense and cannot smell of manipulative selling practices.
When examining many current advertisements, there are several elements included in their cultural landscape that potential consumers can relate to. Marketers are connecting to clients more intimately through emotional storytelling or commentaries. We don’t consciously detect how subliminal advertising stimulates our senses and thought process, but it is how consumers respond to products and services through our social connection that matters. Storytelling transforms the way an audience listens, retains and engages with the storyline.
What is the fundamental nature of your story? The law of relativity isn’t just applicable to the theory of gravitation and velocity in physics. It is a contextual variable that offers consumers the ability to relate to and purchase what you are offering, if it meets their needs through a genuine emotional connection.
Kym Gordon Moore, author of “Diversities of Gifts: Same Spirit” and “Wings of the Wind: A Cornucopia of Poetry” is an award winning poet, author, speaker, philanthropist, certified email marketing specialist and an authority in strategic marketing communications. http://www.kymgmoore.com She was selected as a World Book Night Volunteer Book Giver for three consecutive years and is a contributing author for “Chicken Soup for the Soul: Thanks Mom.” https://frombehindthepen.wordpress.com/