Many years ago, French poet Jacques Prevert came out for a walk. While he was walking, he saw a beggar on the street praying for the money. For some reason, Jacques paused and spoke to the beggar: "How is it going?" Beggar looked in his direction, and Jacques noticed that he was blind. He also held the paper on which he wrote: "I am blind. Please, help me.“ Beggar replied " Well, not very well. People are passing and they don’t leave me money. Would you give me some money? "Jacque replied:" I am a poor writer, I have no money. But, maybe I could rewrite what you wrote on paper. " Beggar allowed him. Jacques took the paper, turned it out, wrote something, and went on a walk.
After several days, Jacques walked along the same path and met the same beggar, deciding to ask him the same question: "How's it going?". This time the voice of the beggars has changed: "Lately, people are very generous, they are constantly approaching, and three times during the day my hat fills up. Thank you, thank you for what you wrote on my paper!" The note read: "Spring comes, but I will not see it."Jacques changed the sentence" I am blind" into the story. This story illustrates the power of storytelling. People didn’t notice a blind man seeking money, but when he showed them how it looks like to be in his shoes when he shared his story - people felt empathy and helped him.
Good stories create and build relationships and make people care.
If we look at the history of the business, we should not be surprised that the industries who deal with storytelling, who literally tell the story, are those who have the highest loyalty, the best connections and most of the followers. It's about newspapers, magazines, film companies, television studios. Their job is to tell stories, and that's exactly what builds relationships with people and makes them care. This leads to the situation that most of us want to pay to those industries to reach our message to people who pay attention to them.
Likewise, stories were used to bring people closer to certain products. Mainly, traditional advertisements focused on highlighting the benefits of a particular product or service and persuading potential customers that your product is the best. Advertisements of the biggest brands now tend to challenge potential customers or clients with a certain system of associations in the mind of their brand. The goal is to create a certain emotion.
The companies that make the most convincing are Coca-Cola, Red Bull, Go Pro... Take Coca-Cola for example. If we analyze their commercials, we will notice that they don’t advertise their product. In their commercials, the accent is on socializing, joy, and happiness. They are all equal, regardless of the color of their skin, their religion, the country in which they live. When the birthday, the anniversary of marriage, wedding, New Year, Christmas, romantic evenings, gathering with society are celebrated- Coca-Cola is here, subtle and incomprehensible. They tell a story of joy and socializing and that create an emotion, and at the same time affect something that is called peripheral perception in marketing. This story is not directly related to their product, but it gives incredible results.
Okay, but that's Coca-Cola that has millions and millions, so it can invest in their marketing. Stop. Remember the story from the beginning of this text. Talking a story does not require much money, creativity is all that is needed.
This strategy can be used in any industry. How? By the way, every company, organization or small company can tell many interesting stories about themselves and about the values they care about. In this way, it can penetrate the emotions of customers and clients, which in fact have the biggest role in making a purchase decision.
What's your story?