From the amount of noise on the web, you’d think there’s a goldmine in the marketing-storytelling connection; there might be in writing and talking about it. Truth is – with the current marketing mindset – there is no such connection. The reason is simple although it seems marketers have a blind spot there:
- If “evoke an emotion” is your guideline
- If you’d swear to God audiences want reality and fiction mixed
- If you think data lends credibility to storytelling
- If you categorize storytelling under ‘entertainment’
- If you think every brand and business need a brand story crafted for them
- If you’re sure your story has to take others on a journey
- If you meticulously place calls to action in your texts
- If you feel the word ‘storytelling’ alone seems too weak to impress
- If you want storytelling to ‘corner the market’ or as ‘the ultimate weapon’
- If you quote Ernest Hemingway’s saying about his 6 word story again and again
- If you think your work with storytelling is so unique I couldn’t prolong this list with at least another hundred irrelevant quotes about ‘storytelling’…
You’re on the right way to wrong, or there already.
Reason: storytelling is an introvert art.
Marketing, which today is more like advertising, is the opposite.