Storytelling is the most powerful form of communication ever discovered. We learn, entertain, and socialize by communicating with each ot...
Storytelling is the most powerful form of communication ever discovered. We learn, entertain, and socialize by communicating with each other through stories.
The subject of our conversations with my father is usually about the stories he heard during his childhood. In times when there was no television and the radio was available in a few homes, children and family members would sit around their elders and listen to stories. Storytellers did their job so effectively that, according to my father, everyone listened to them without blinking and kept watch for the words that would come out of their mouths. Some stories were told in such detail that they were divided into sections, like today's TV series, and told over several days. It may be difficult today to imagine a story being told over several days, but it was a natural situation under the conditions of that time. Even though 50 years have passed since these stories, my father remembers almost all of them completely and occasionally tells them to us. Stories heard while growing up, It tells humanity how the world works and helps us make decisions by revealing possible consequences. It seems to me that the story derives its power from the unforgettable impact it creates.
Speaking at TED , Lawyer Bryan Stevenson received the longest standing ovation in TED history. Bryan Stevenson began his speech by telling a story he had with his grandmother. After this story, he talked about what he did to touch the lives of people on death row and finished his speech by telling a story he experienced in the courtroom. Stevenson devoted most of his 18 minutes on stage to telling stories. These stories were so impressive that the audience in the hall applauded Stevenson for minutes. Because stories are a subtle but powerful way to implant an idea in the mind of the listener.
Carmine Gallo , author of the book 'Talk Like TED' , came to a striking conclusion by analyzing Stevenson's TED talk within the framework of Aristotle's 3 elements of perfect communication (Ethos, Logos, Pathos). According to the analysis, Bryan Stevenson used 4,057 words throughout his presentation. Examining these words, Gallo added the words he mentioned about the work in prisons to the Ethos class, statistics to the Logos class, and Stevenson's stories to the Pathos class. According to Gallo's analysis, Ethos made up only 10% of the content and Logos made up only 25%. 65% of Bryan Stevenson's speech consisted of Pathos, or stories. That's why Stevenson's speech has been chosen as one of the most persuasive speeches in TED history.
Storytelling is the best way to create emotional connections between brands and people, leave a memorable impression and create meaning. There is a magical side to the story, no matter what position or age we are; Listening to a beautiful story affects us deeply. Stories are a type of human communication designed to help a storyteller persuade his audience. Stories act as a bridge for the ideas we want to convey to people. Telling stories on social media is like mathematics, science like physics, art like painting, music or film. Art has enabled us to directly access our inner world for tens of thousands of years, revealing ideas not only about what we think but also about how we think. When we examine human history, music,
Israeli historian and writer Yuval Noah Harari wrote books such as ' From Animals to Gods Sapiens', 'Home Deus A Brief History of Tomorrow' and '21. In his book titled '21 Lessons for the 21st Century', he explains the value of storytelling with the following words;
Storytelling on social media has become crucial in marketing as a way to align content with your audience. I don't need to remind brands that the days when just having a digital presence on social media is enough for success are over. A social media account, a profile picture and a few pieces of content... The times when these made brands successful are long gone. As Bill Gates said in 1996 , 'Content is king!'Almost all marketers believe this. Brands need to publish content to engage their target audience, but truly smart marketers and brands know that it's about more than just publishing good content. Content should no longer just be content, it should tell a story. Because stories connect many parts of the brain. Stories can even synchronize the teller and the listener. When a good story is told, it can increase oxytocin, which leads to greater trust in brands. So tell stories. Well-constructed stories make a concept visual and concrete. Take a test by thinking about yourself. Do you remember the last funny story you heard or the statistics from the last presentation you heard?
When you watch the video where he introduced the iPhone for the first time at the MacWorld 2007 fair, you will see that Steve Jobs is actually a great storyteller. Appearing on stage in his jeans and turtleneck, Jobs barely mentioned the technical features of the iPhone during the presentation, but showed all the functions that distinguish the iPhone from its competitors on the screen he set up on stage. Steve Jobs actually knew that users care about benefits, not technical features.
Well, isn't Steve Jobs' speech at Stanford University a sign of master storytelling? Steve Jobs, who told many subjects from his birth to his childhood, from his school life to the situations he encountered in the business world, with an accurate story structure, to thousands of students sitting in front of him, received a standing ovation for a long time. Perhaps this is one of the features that make Steve Jobs one of the most important names in the world. All leaders have a talent for telling stories that motivate and move people. Author Noel Tichy, in his work 'Leadership in Paradoxical Age', considers the art of storytelling as the third criterion that makes leaders leaders. Number one and number two, being responsible for the leadership training of others and providing ideas, developing teachable perspectives in the areas of value and emotional energy. (Patrick Renvoise – Christophe Morin, Neuromarketing (Pushing the Buy Button in Your Customer's Brain )
According to research conducted by Sprout Social, 76% of consumers who have a strong connection with their brand say that they prefer the brand they connect with when purchasing a product. 68% state that they would recommend the brand they have a close bond with to their friends.
In the episode titled The Iron Throne (Season 8, Episode 6) of the hit TV series Game of Thrones , Tyrion Lannister, one of the important characters of the series , explains the power of the story as follows in his speech: What brings the people together? Armies? Golds? Flags? There is nothing more powerful in the world than a good story. Nothing can stop him. No enemy can be defeated.
Stories also play an important role in touching people's emotions. You can easily communicate with people whose emotions you can touch and tell your stories. In short, stories create a situation so effective that it affects not only the heart but also the brain.
Dr D. , a senior researcher at the Ehrenberg-Bass Marketing Science Institute at the University of South Australia. Karen Nelson-Field , in her book 'Viral Marketing – The Science of Sharing', provides important information about the impact of emotions on sharing content. I would like to share a few items from his book with you;
- Content that creates a positive emotional response due to high arousal is shared more.
- Content that creates an emotional response due to high arousal can be shared approximately twice as much as content that creates low arousal, regardless of valence.
- Providing stimulation through video content is a useful way for both commercial and non-profit organizations to achieve sharing success.
- Videos that lead to joyful and enthusiastic emotions are shared more than videos that lead to other positive emotions due to high arousal.
- Although the majority of video producers aim to create joyful and inspiring content, many fall short in both cases.
- Videos that evoke high-arousal emotions are shared on average twice as often as videos that evoke low-arousal emotions; yet more than 70% of all commercial videos evoke emotions related to low arousal.
A few tips that will make the story you tell more effective:
- Make sure the story you tell has a purpose and connects with the audience. A story without a purpose is like swimming in the open air. You get tired but you can't move forward.
- Personalize the story. If you're talking about a character, the woman caressed the child's head.' Don't say, 'Ezgi caressed the child's head. say.
- If you want to tell a successful story, be passionate and add passion to the story. Add subtle details that prove you actually lived or experienced the story.
- Use emotions to engage the audience in the story. These; There may be emotions such as happiness, sadness, empathy.
- Use body language effectively.
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