Storytelling is already a well-known term. But who really knows it? In the end, it is just another of the many “buzzwords” used in the marketing sector and that, except for those of us who are obliged to know it for our work, few know about it.

Perhaps by now you know that if you don’t create content, Google’s robots, when someone searches for something, will not find anything related to you, your business or your products or services. It’s as simple as that.

First it was to create content; then, faced with the avalanche of content, it was requested that this content be of quality, structured, backed up by more web content.

Later, the content had to have a “free gift”, a free download… Well, “Storytelling” tells you that in addition to all this, your content should be written in a certain way, in the form of a story.

We have been telling stories for our entire existence. Fathers (and mothers of course) tell stories to their children to go to bed; coaches tell stories to inspire their teams and our friends tell us stories to amuse us.

Why is that? Because human beings remember stories better than anything else. Stories open up our feelings and emotionality. It sticks better in our minds. It makes us participants.

Logically there are brands or products or services that lend themselves better to be told or shared as a story.

The toughest but perhaps most promising challenge will be for those who are able to turn something cold, aseptic, into a beautiful story.

Think about your brand and apply the parameters below. When doing so, consider one of the two possible approaches from the brand or from the customer’s perspective. The sum of both perspectives is perhaps the best.

Storytelling from a brand perspective

Give your audience a say, interact with them, submit your ideas to their opinion

We all talk about “mission” …look for your story and improve brand recognition.

Look for the emotional connection between your brand, products or services and your audience.

Of course, the better you know your audience, the better and easier it is to connect with them.

Don’t try to mask outbound sales messages behind a story that is full of sensitivity.

Start watching and listening to a TV commercial in which they tell you a tender story and when you get to the end… they finish you off with: buy the new Extensux… and what does bacon have to do with speed?

Break stereotypes. Unless you are looking for it and find a clear benefit in it, try to have different people, with different points of view and apparent different tastes… converge in the choice of your brand/services/products.

Integrate your personal experiences in relation to your brand.

Share the keys to your success with your public and with the public. And why not, your failures; they humanise you.

Make it clear in which aspect/s your products/services will improve the life of the users.

If possible, rather than talking about your product… look for the approach in which the value of your product to the world will be highlighted.

Focused on user experience

Real stories that tell real stories. Open up a space for your customers to tell their experiences to the rest of the world.

If your business model allows it, find a way for your audience to share their experiences with other users, brand or non-brand users…even better.

Count on them when it comes to doing new things, developing new products. Let them critique you. This is all part of Storytelling.