Implement an Effective Narrative to Better Connect the Message to an Audience

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“Once upon a time,” who doesn’t remember this opening sentence? It is famously known as a preamble to a story whose purpose is to grab attention, teach an important message, and impart an unforgettable impression on the listener or to compel them to take action. Storytelling is part of all our lives.  From our earliest memories stories have been fundamental to understanding just about everything. A medium, when well performed, takes the often mundane specifics of a subject and transforms them into a narrative that is interesting and impressionable to the listener. Imagine for a moment attempting to explain to a four-year-old the concepts and importance of building a strong and comforting abode that will survive the dangers of a foe with a menacing nature. Behold the narrative, “The Three Little Pigs.”

Storytelling is not new. It’s a supportive foundational block in our ability to communicate effectively. It utilizes emotion and empathy to inform and motivate, to explain complex as well as simple messages. In this fast-paced, digital communicative environment, storytelling is becoming increasingly important to marketing efforts. Shortened sound-bites, mini moments and mega-blanket messaging have become all the rage among digital advertising, but the impact of the message is being lost amongst all the noise. Advertisers are returning to the art of storytelling to complete a more comprehensive and effective connection with its audience.

Eric Danetz, Global Chief Revenue Officer for AccuWeather, says, “High-quality, authentic storytelling is critical in today’s fragmented media environment.  With noise and competition for consumer attention and brands targeting for greater personalization and impact, storytelling becomes key to establishing an emotional connection with your audience. In terms people and businesses can relate to, storytelling illustrates how a brand will meet customers’ needs and in turn, builds loyalty.”

With all the attention garnered by the technical aspects of digital media and as the proliferation of multiple social channels continue, the increasingly shorter time spans in digital communication is driving consumers to distrust brands and avoid fact-based, feature-and-benefits methods of messaging. When performed properly, storytelling is combining art, creativity, psychology and data to create improved marketing campaigns. Consumers are interested in being entertained by a message, being educated and motivated by an experience and in messages that engage with them emotionally and personally.  Old school marketing tactics are finding new life with consumers who are tired of the incessant barrage of digital media noise.   

Successfully merging the art of storytelling into today’s digital marketing environment requires an understanding of the techniques of storytelling and an investment of time and resources to implement an effective narrative that connects with consumers.

For more on how Junction Creative Solutions’ creative team of professionals can help tell your story, call 678-686-1125 today.