Helping You Be Contemporary in a Traditional Way

Getting to Your Smart Narrative & Beyond: A Story that Activates Emotions and Communicates Values

Last time we wrote of the importance of storytelling and how a story is the starting point from which you can get to a smart narrative.

It all starts with a story.

But it’s not just any story.

The story has to be relevant to the storyteller and to the one receiving it. More on that point in the future.

But for now we speak to how a story must be impactful so as to be felt.

Richard Krevolin in his facsinating book The Hook: How to Share Your Brand’s Unique Story to Engage Customers, Boost Sales, and Achieve Heartfelt Success quotes copywriting legend Bill Bernbach, “You can say the right thing about a product and nobody will listen. You’ve got to say it in such a way that people will feel it in their gut. Because if they don’t feel it, nothing will happen.”

Krevolin also invokes Daniel Goldman, author, psychologist, and science journalist.

“Great leaders move us. They ignite our passion and inspire the best in us. When we try to explain why they are so effective, we speak of strategy, vision, or powerful ideas. But the reality is much more primal: Great leadership works through the emotions”.

For a story to be impactful, states Krevolin, “it must be rooted in purpose that engages people”. He tells us that marketing has eveolved from he describes as functional differentiation to an era of emtoional differentation. It’s not so much about a brands traits as much as the ability to touch the emotions of a consumer.

“In this era of emtions, values-based differentiation makes story central, because this is exactly where narratives can do and have done for millenia basically, brand narratives work by activating and communicating values”.

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