Why is “the power of story” such a hot topic these days? Largely because, in our over-marketed world, many feel that the straightforward sell, sell, sell, no matter how well targeted, is simply worn out, is increasingly ineffectual in convincing and converting ever-more sophisticated (or at least overexposed) consumers.
STORIES GET PROSPECTS TO SELL THEMSELVES ON YOUR BRAND
Instead of selling the prospects, brand storytelling – at least when it gets to the self-evident truth of a product or service – gets the prospect to engage, imagine, and ultimately sell them selves. (Of course, our perspective at Creative on Call is that all successful branding and marketing depends on identifying and communicating the simple truth about a brand, whether you’re creating an elaborate story-telling campaign or writing your next corporate brochure.)
A couple of very different forces in the popular story-telling culture – Peter Guber, the Hollywood power broker, and Ira Glass, the NPR maestro of telling real stories – share their perspectives on the art of a story well-told:
And now, for something completely different, Ira Glass, creator of “This American Life.” This is the first in a series of four short videos which are talking about what goes in to pure storytelling for TV and radio, but which are also instructive for anyone wanting to inject the power of story into brand communications.