How is marketing related to storytelling?

Click on mouth to play/pause

Storytelling: the tie that binds

A story is the living proof of an idea, the conversion of idea to action. A story's event structure is the means by which you first express, then prove your idea.

Reinventing marketing

Three ways storytelling is essential to worldviews:

First, it gives people a material reason for believing as they do. Plus storytelling stimulates emotions that affect the logical thought process in favor of the worldviews concerned. And finally, storytelling prescribes the behavior that is required to live the belief system and conform to its culture.
A worldview is not who you are. It's what you believe. It's your biases.

A worldview is not forever. It's what the consumer (listener) believes right now.

Deep Engagement in storytelling

Write a short narrative (about a paragraph) describing a personal experience that engaged you deeply. Be as specific as possible about your memory of relevant sensations.

Think about 2 games, movies or other media experiences and compare them.

From the above, propose a list of attributes that you think are relevant to deep engagement, which elements are most important? Be prepared to champion one attribute on your list.

Frames and Worldviews

In All Marketers Are Liars, Seth Godin suggests that we should frame our stories in terms of the consumer's [audience’s] worldview, so that they will be heard. The key to effective storytelling is in understanding the audience's worldview, and in recognizing a frame that will support that view. What kinds of worldviews do you suppose consumers have?

Reflect on observed action--using imagination to further the story

Reflect on something you have seen that made you curious about what you did not see--the rest of what happened. Think of the observed action as a moment near the end of the scene, or early in the scene. What might have happened just before, or what will happen next?

Storytelling Theory and Practice

Professor Brian Sturm presents storytelling as a way of organizing information, conveying emotions, and building community. A model of storytelling as altered state of consciousness (the story trance) is presented that includes 16 portals to altered states. Three stories are told to illustrate the theoretical model: Truth and Story; What happens when you really listen; and The stone cutter. Storytelling ethics and the need for trust and truth are discussed.
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