The Art Of Story Telling In Marketing

I remember when I was a boy, my parents used to sit on the edge of the bed and read me a story before I went to sleep. The words, along with the pictures, allowed me to listen and watch intently as the story was being told.

A number of years later, I still enjoy a good story. The content, and the visuals, may be different, yet one thing remains a constant… I’m engaged.

In this blog post I’ll give you one excellent example of how story telling has changed, along with technology, and how this has influenced me in both my professional and personal life.

BBC Nature and Sir David Attenborough

Sir David AttenboroughBack in the 1980s whilst I was growing up, I thoroughly enjoyed watching nature documentaries. I consumed much of the Wildlife On One series, as well as The Living Planet. Sir David Attenborough starred within the majority of these nature programmes that I watched on the television; his narrative was both informative and educational.

During the 1990s the BBC showcased a number of other nature documentaries, including my two of my favourites; The Trials of Life and Life in the Freezer. Again Sir David Attenborough stared, giving a beautiful insight in to a number of different animals and plants.

PHowever, something very important happened in the filming of Planet Earth (which launched in 2006) that changed the nature documentary landscape. This change was to the technology used within the filming. Planet Earth was the first nature documentary to be filmed in HD, and this allowed the production crew to get even closer to the animals they were trying to capture on film. The equipment was also lighter, and of a higher standard, which gave audiences around the world the clearest images of some of the planets incredible wildlife.

Another aspect changed during this series; the way in which information was delivered to the audience. Previous nature documentaries to Planet Earth were delivered in a very informative way, with more technical details about the flora and fauna. In Planet Earth I saw a shift from this to delivering different emotive stories, with less information.

37  Twitter   Search    africaThe introduction of Social Media also helped deliver this new emotive content. During the last couple of years, while Frozen Planet and now Africa are shown on television, the audience now get involved in real time. The use of Tablets and Mobile devices has helped, and the BBC tweet during the course of the show, engaging with viewers and retweeting different celebrities that are watching.

The production team, along with Sir David Attenborough, are now mastering the art of story telling in their nature documentaries, that engage with viewers like never before. Gone is the technical information on different species, instead it’s replaced with the telling of stories.

Applying a Story

The reason why story telling works so well, and why it’s so important to marketing activity, is that it engages with areas of your mind like nothing else we know.

A story can invoke a reaction, allow you to resonate and it gives you the ability to acknowledge.

So, have a think on how your brand, or your products and services can resonate with people through the means of a story.

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3 responses to “The Art Of Story Telling In Marketing

  1. Spot on… Really under-rated art, Story Telling. In my experience, it is the emotions that inspire or impel us into action, we use the facts afterwards to justify our decisions.

  2. Pingback: How Do You Spell Nooz? | Jennifer Birch·

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