Those Great Old Stories

It is common to find great storytellers using conflict. By adding surprise; encompassing an enemy and a hero; and making it very visual to audiences, storytellers lure us into a perfectly crafted persuasion.

Marketers should understand that the famous ROI no longer has full worth in the century in which we live. The traditional ROI analysis is only the tip of the iceberg. As Donna Hoffman and Marek Fodor described in an article in the MIT Sloan Management Review “Can You Measure the ROI of your Social Media Marketing?” Which measured investments in customer relationships with social networks, reveals that from now it is most likely that investments will not have immediate results in the short term, but will be launched closer towards their goals in the long term.

We are natural-born storytellers. We all love tales and legends. Word of mouth is king. Consumers are in a position to communicate their views to other consumers. Back in 2005, the Blogger and technology journalist Jeff Jarvis already described his bad experiences with the department of customer services at Dell, and that same year, customer satisfaction with the service for that same year fell five points.

To make a story compelling is to captive your audience by providing the details and nuances that bring a story to life. You need to make it personal. And that is the big challenge: How do you turn your story into words? How do you describe your characters so they truly feel alive and have meaning?

It all began with visual stories. What seemed casual cave doodles were indeed the first displays of artistic expression. It has been a while since it all started. But the essence remains untouched.


Photo by Tumisu