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How does storytelling sell?

Illustration of, laptop, notebook, person reading

Once upon a time there was a princess who lived with seven colleagues of not very tall stature. She studied cosmetology every day, and the guys worked in a nearby TV factory, so the queen was associated with this brand. Once, when the housemates in a sweat of their forehead were folding the televisions on the production tape, the queen heard a knock on the door. There stood a very charismatic, thin middle-aged guy in round glasses and socks. The acquirer introduced himself as Steve, after which he began to tempt the queen by buying a bitten apple, which allegedly simplifies everything and makes a person better. Who wouldn't want to?! He left some room for her free choice, and she willingly took the apple in her hands, looked from every side, and felt as if she had fallen into a blissful dream in which she actually became a Queen by a capital “K”.

A Tale for the Chosen

People have always remembered interesting stories most easily - from ancient legends, to fairy tales collected by the Brothers Grimm, to news from the world of stars. However, they remember those that draw them inside; which they can explore like a room full of unprecedented but interrelated things and stories. And what is the map after such a large room? Emotions. An interesting story is one that immediately attracts attention, funny or touches and surprises — not necessarily everyone, but a selected audience. Let's imagine that our room is visited by an elderly lady with a telegraph, a high school student with a ball at her feet, and a child with a tablet in front of her eyes — each reaching for something different. And if he doesn't reach for anything, he probably just doesn't belong to the group we're going to talk to.

What's the moral of that?

Each product has a price, has features, is applicable. What distinguishes it from others, what makes it no longer a product, but a product, is its context — its history. Take, for example, two pens. They are identical. I say about the first one that it is new - I just bought it, so it will definitely work for a long time. In addition, it is very comfortable to hold in your hand. On the other hand, I say that it is the pen with which John Lennon wrote the song “Imagine” by hand. The value of an object is much more than its functions and this is what storytelling teaches us.

Marketing is fun

Of course, not always our product is part of unusual stories that happened in reality, so sometimes they have to act in our head first. Let's take a look at one of the Twix bar ads. Stylish mustache, tasteful cylinders and fraternal ties strengthened by a jointly created bar, which, however, turned out to be as fragile as a delicacy. And so one Twix factory is split into two — separately for the Left and the Right. In this way, we learn the captivating story of an ordinary chocolate bar, which is no longer an ordinary bar — it is, after all, the protagonist of the story. It's entertainment. And on the other side of the screen, everyone is waiting for emotions. For a story that — if it already tells about a product, it is so that it is easy to know and like it.

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