When we talk about storytelling modes, we want to say that there is not only the “plot” of a content, that is the concept itself that the story wants to express.
Also, the way we present things can help make people appreciate the content.
To make you aware of this difference, today we want to show you the same story in two ways: text only, and video.
The content is the same, but the presentation is different.
Do clothes make the man?
One day a child came home from school with a letter.
“What does it say, Mummy?”
Mum’s eyes bathed in tears as she read these words to her baby:
his son has such a brilliant intelligence that following normal lessons would be a waste of time. We don’t feel able to teach him anything. You better follow him privately.”
The years passed.
His mother died without being able to enjoy the prize of a lifetime: knowing that his son would become one of the most important inventors of all time.
That child was in fact Thomas Edison.
Years later, Thomas happened to find the letter from the school.
He wanted to read it again, thinking back to that moment many years earlier. But the words were not the ones his mother had read to him while holding him close with her voice broken by tears:
his son has serious cognitive deficits. We can’t let him go to school with the other children. He is therefore expelled from school.”
What can a mother’s love do, huh?
As soon as you’ve stopped crying, we’ll get to business.
(Short irreverent digression about this woman who took charge of such a problem… Wasn’t it easier for her to try to seduce the headmaster, as did Forrest Gump’s mom in a similar situation?
Well, different times. Maybe she didn’t think about it 😉
Let’s get serious again.
This story obviously can be read in several ways:
– What a parent’s love for a child can do?
– what can we achieve in the unawareness of our limits, whether they are real or presumed?
– why do we let other people judge us and negatively affect our lives?
– etc. etc. etc.
But now let’s move on to the second part of the experiment.
Let’s look at the same story, but with a different storytelling mode: a video.
Which of the two formats impressed you the most?
The important thing, however, is that you can convert the teaching of this story, as that of any story, into a useful communication tool for your business.
That’s why this is a strategy that every company should adopt, regardless of the storytelling mode it decides to use.
This communication will have a double effect little by little:
- it will make your favorite customers fall in love with you
- will naturally reject those you have no affinity with.
It is also the kind of communication that differentiates you, distinguishes you, positions you in the minds of your customers and potential customers.
Today more than ever, in the world of web and social media, with such an overdose of information, it is no longer enough to simply communicate information: we need to communicate emotions.
I want to repeat this because it is a key concept:
Today it is no longer enough to communicate information.
You must communicate emotions.
That’s how you can stand out.
Do you know how to do it?
If you want to understand which storytelling mode is best suited to your business, and how to implement it,
book a free Strategy Session with one of our experts: