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The Science of Storytelling
Why Storytelling?
Storytelling is old, so why is this primitive form of communication so effective? Because it goes beyond products, statistics and facts to persuade the audience, stimulate the imagination, tap into emotions and evoke a response.
Budweiser nailed storytelling in 2015 with its Lost Dog Super Bowl Commercial, and they outline the power of storytelling in about 60 seconds in the video below.
Budweiser didn’t use a single word, product or beer bottle throughout, yet you felt the power of story through the stirring of your emotions. As you watch, you elate to the feelings of friendship, loyalty, fear, joy and security. These are the messages that Budweiser wants you to feel when you are enjoying one of their products. They want you to connect with their brand on a higher level than just a drink.
Persuade your audience
Budweiser chooses their messaging carefully. Next time you are in the beer aisle staring at the wall of options, they want you to remember them for being a loyal friend, and having your back. These are the emotions that the commercial persuaded you to associate with their brand.
Imagine instead that the commercial was inundated with information and products. The message would have been inauthentic and diluted with marketing noise. Data can persuade, but it can’t inspire action like a story can. Authentic stories have the ability to change attitudes and behaviors. In working with our non-profit clients, we have found the best way to persuade the audience is to focus the story of a single person versus many. When we do this the audience responds with higher donations. The audience is able to empathize on a higher level with that one person.
Stories have the power to connect people with purpose. We relate to characters and situations. Stories help us communicate with each other without barriers of age and differences. Unlike any other method, stories have tremendous power to persuade by connecting people through the sharing of feelings, passions, joys, sadness and adversity.
Get inside their head
Our minds become emotionally charged through storytelling, and it evokes a neurological response. By engaging the right brain, stories ignite feelings, imagination, intuition, rhythm, and holistic thinking. This is where we begin to process and relate to others through story. The right brain helps us to find the meaning in life. Beyond that, the brain processes things we imagine the same way as a real experience, leaving us feeling as though we have lived it.
Stories help us process how things work, how we make decisions, how we see ourselves, and how we explain and teach values.
Engaging the right brain causes a release of hormones
Neuroeconomist Paul Zak has done extensive research on the types of hormones released during stories. During intense moments, the stress hormoneortisol helps us focus. The “feel good” chemical, xytocin, is released when you see something cuddly and cute. Oxytocin gives you that feeling of connection and empathy. Happy endings release dopamine, leaving us with the feeling of hope.
The Budweiser commercial is a great example of carefully choosing characters to deliver a message that engages the brain and in turn, releases hormones. The dog provides a tense moment of feeling lost and alone,focusing your attention and keeping you on the edge of your seat. Choosing iconic Clydesdales to run along with the adorable puppy guarantees an oxytocin release, and the reuniting of friends creates the perfect ending to this 30-second storytelling journey.
Want to connect with your audience in a deeper way?
Take your audience on an authentic journey into your story. This powerful way to deliver your message will stir up emotions and tap into the listener’s neurological response. Storytelling is the answer to going beyond the facts and figures and having a deeper connection with your audience.
https://www.psychologytoday.com/blog/positively-media/201101/the-psychological-power-storytelling
https://hbr.org/2014/03/the-irresistible-power-of-storytelling-as-a-strategic-business-tool
https://www.ceros.com/blog/the-power-of-storytelling/
http://www.healthline.com/hlcmsresource/images/topic_centers/leftbrain-rightbrain.jpg
https://cdn-images-1.medium.com/max/1600/1*Jqu85cyQO8jsfVD3CEekKg.png
Is your Brand Story Building Friendships?
A brand story is more than content and a narrative. The story goes beyond the copy on your website, a brochure or your pitch to investors or customers. Brand stories are the personality of your company, the message your brand sends and what customers believe about your brand. Everyday your brand story is being built, and this process mirrors friendships in the making.
Building Friendships
When you meet someone for the first time, they might be a stranger or a friend of a friend. To begin, you’ll talk surface such as sports, common connections, the weather etc. After this you’ve made an acquaintance. However, when someone sparks your interest, you find a commonality or connection on some level, and that’s when friendship sparks. As each of you opens up, you’ll talk about family, hobbies, travel destinations, career, - what’s important to you both. Soon you begin to see where they spend time, and what makes them tick.
That’s when friendship is born.
From there, the conversation gets even deeper. You begin to talk more about values, goals, dreams and aspirations. Where you have failed or where could you could improve. When you are vulnerable with each other, there’s a level of trust.
Your brand story is the same. As your audience seeks out your company it starts with first impressions, then grows to a deeper level of loyalty over time.
First Impression
You get one chance to make a first impression. Conversations with acquaintances begin at surface level, then as you make connections and learn more, friendship takes flight. Thanks to Google, the internet is most likely the vehicle that brings your audience to you. Your website, marketing campaigns and ads all play a role in the first steps of getting to know you. Most often, first impression messages intend to meet a need or spark interest.
The Invite
When your facts and figures spark interest, some will dive deeper and research you on social media and seek out customer reviews. There is a desire to know more; they are seeking information that includes not only who you are and what you do, but the conversation surrounding your brand, how your products and services differ from others. This research may give them a little more insight into your company’s personality.. You’ll never make an emotional connection until you invite them into your brand story.
The relationship is growing. Just like building friendships, your true colors show when you invite people in. Brand stories are a great way to invite customers in to reveal the people, purpose and personality behind your company. Customers then know you on a deeper level and know what to expect when working with you.
The Connection
In Edelman’s 2016 Earned Brand Study, 13,000 consumers were asked to rate their relationships with brands across 18 market categories. Of the seven metrics measured, companies scored lowest on listening openly, telling memorable stories and acting with purpose.
Emotional connection ignites when your story becomes real to someone. They begin to relate to you, your products, your services and your team members on a deeper level.
Every choice you make builds the foundation.
Product, service, price, history, quality, marketing, experience, purpose, values, location and what others say about you is your brand story. When customers know and understand the story behind your experience, customers genuinely relate to your brand. When your customers know and relate to your brand story they will continue to come around, just like an old friend.
Friends Forever
The forever friends are loyal and stick with you, because they know your story and are emotionally connected to you. Your brand story takes people on the journey from acquaintance to friend, connecting at a deeper level. This is imperative to surviving in a world where you want people to buy into your story, not just buy your product.
Every brand has a story - big, small, new to market, or long history one of authenticity will propel you to a lasting friendship!
http://www.echostories.com/whats-a-brand-story-and-why-does-my-company-need-one/
http://thestoryoftelling.com/what-is-a-brand-story/
https://blog.kissmetrics.com/create-authentic-brand-story/
https://www.veracentra.com/blog/facts-tell-stories-sell-brand-storytelling-demand-world/
Why Share Your Story?
What is it about stories?
From childhood, you have been relating to the patterns of stories. They provide a roadmap of connecting and finding meaning. Every day you have specific experiences, encounter problems and face challenges. All of these make up your story. Your story is unique, and you have valuable insights that instantly differ you from competitors. When you share your story audiences gravitate towards you as you open up in a way they won’t find anywhere else.
Because there is noise.
You are bombarded by “noise” everyday. Noise is anything that dilutes your message because there are so many others to sift through. For years, marketing included direct mail, print and broadcast. Every time you turn on the TV or listen to the radio you are hit with ads, companies constantly pushing products and services. Add to that pop ups, banner ads, mobile phone ads, social media ads, sponsored posts and search engine ads, and the noise increases. So many brands are vying for attention and in turn, overloading audiences.
These questions remain:
- How can you stand out?
- How can your message be heard?
- How can you connect with your audience?
- What is the competition doing?
Traditional marketing and media was the answer to getting your brand in front of the right people. Today, the marketing landscape has changed; the audience is tired of all the noise. They want clear messages that will benefit them in some way.
Just think about your online searches-you have a need or a want, so you Google it. It may be a product or a service, either way you’ll most likely read reviews, research the product and the company before making a buying decision. You want to know about the brand and hear stories about others’ experiences with it.
To reach your audience.
Gen Y (aka Millennials) are the fastest growing segment in the workforce today. Understanding what makes them tick is vital to your success. This generation was born in the 1980’s to early 90’s, so naturally they grew up with technology and rely on it to succeed. Smartphones and other gadgets guarantee unlimited connectivity. They choose texting over face-to-face interactions, and they prefer webinars and online technology to traditional presentations.
It may seem impersonal, but they are looking for real and authentic leaders. The same is true with the information they seek. They aren’t looking for MORE data; they are seeking out information relative to their needs and wants. Beyond that, this generation wants to feel emotionally connected, included and involved. What better way to have a profound impact than to open up and share your genuine story?
So your organization can thrive in the digital world.
The digital world is at everyone’s fingertips. Smartphone and WiFi accessibility have increased device usage across the board. According to a recent Nielsen report, Americans spend almost 11 hours a day consuming media. This number includes tablets, smartphones, personal computers, multimedia devices, video games, radio, DVDs, DVRs and TVs. “Out of 168 hours in a week, we spend more than 50 with devices”, said Douglas Gentile, professor of psychology at Iowa State University.
Let’s take look at the video world alone.
Everyday YouTube has over 30 million visitors watching 5 billion videos.
Online video is the not just the future, but the “right now” of marketing. Taking a unique approach to video and attracting your audience through sharing your story will help you stand out amidst the noise. Audiences will relate to who you are, what you do and how your products or services can add value to their lives.
Successful stories are those that are easy to relate to, helpful and authentic, not interruptive.
The same old marketing campaigns aren’t working. It’s hard being genuine and sharing your story. But those who have stepped out have inspired others with their personal stories and have had great success.
You have a story. When told the right way you will have your ticket to connecting with your audience on a level you cannot achieve with traditional marketing.
Here’s Our Story…The Rooted Content Story
Life is a journey, and for us it began on the campus of The Ohio State University.
For me, pursuing a degree in the sciences at The Ohio State University drove my college days. However, my love for the arts and a spark for photography guided my success as the school yearbook photo editor. I had a burning desire to follow my dreams and use my creative abilities.
My business partner Steve, a Massachusetts born buckeye fan, was drawn to The Ohio State University for their strong environmental science programs and football tickets. After Steve and I met, he began to appreciate photography and quickly realized that it would give him a close-up view of his favorite team. Soon after went from the sidelines and joined the yearbook team with me.
It didn’t take long to realize that the only photos selected for the yearbook were those that told a great story- merely capturing the moment wasn’t enough.
After graduation I followed my heart and opened a portrait studio. I began shooting weddings, family portraits and lifestyle commercial work. Meanwhile, Steve began making movies with DSLR. He loved all the gadgets that came with this newfound passion and enjoyed the mix of technology and art.
Combining our efforts, we began creating wedding films. These weren’t your typical boring wedding videos-these were love stories told in a way that focused on the couple’s unique love story, and the people and places that were most important to them. The videos uncovered the emotions behind the romance.
The films were a hit, not only capturing the attention of brides and grooms, but also a local ad agency.
Rooted Content was born.
What’s in a name?
We decided on the word “rooted” because we strive to deliver content that is rooted in purpose, people, plot, and emotion.
We are more than a production studio, we are professional storytellers.
We thrive on developing your ideas, taking you on a journey into your own story, and giving your audience a dramatic experience.
Our proven strategies will help you with the why, how, and what of your story. When working with us you will be led through the process of finding stories to match the values of your brand, and crafting the most powerful message for your audience. Our commitment is to deliver the right message, to the right audience, at the right time across multiple platforms.
With our experience working in sensitive settings such as healthcare, education, and non-profit, we tailor the production experience and working environment to the story you need to tell.
Our path to success spans multiple industries, and our clients benefit from our approach to structuring their content in video. Powerful messages weaved into well-told stories motivate people in a corporate setting and increase giving in the non-profit sector.
We’ve seen it happen and it’s powerful.
Working together allows us to focus on our individual strengths but combining efforts results in an impactful product.
What began as an “unofficial major” in college has become our story rooted in purpose and partnership.
We are ready to listen, observe, and ultimately create memorable stories that resonate with your audience and meet your goals. We look forward to hearing your story and guiding you on the road to success.