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    Why the power of storytelling can lead to a marketing spark in B2B firms

    After spending six weeks traveling through Southeast Asia with my family in 2017, I came home to more than 2,000 emails!

    We are inundated with information: blog posts, videos, social media, advertisements, podcasts, infographics, photos, bill- boards, videos, direct mail and more. The growing embrace of storytelling is an attempt to make sense of the world. Stories provide structure for ideas, concepts, and data. Stories make them accessible, digestible, and shareable. Stories are powerful. They engage, inspire, motivate, educate and entertain. A good story is memorable. At a time when information comes in never-ending waves, stories have substance and permanence. They have staying power when so much content is ‘snackable’ and short-lived. Brands are drawn to storytelling because it provides a solid foundation amid an information tsunami. With so much competition for the spotlight, brands can leverage storytelling to establish their personalities, narratives, messaging, and values.

    Stories are also an integral part of how humans communicate, learn, develop relationships, and understand each other. According to a 1997 study by anthropologist and evolutionary biologist Robin Dunbar at the University of Liverpool, 65% of conversations in public places consisted of personal stories or gossip (which are stories about other people!).

    “From the beginning of time, people have responded to stories because they make us feel, and drive us to action,” says Marta Olszewska, head of marketing with Piktochart, an online service for creating infographics. “Storytelling is about adding that special emotional factor and a little bit of magic into otherwise dry statements and facts. We fall in love with brands that tell stories that make an impact and connect with us on an emotional level. These are brands that we start naturally advocating for.”

    Good stories stand out from the crowd. A great example is Dollar Shave Club, which parlayed a […]

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    About The Author

    Elton Mayfield

    Elton's career spans media, production, digital and building industry expertise. His diverse experience makes him nimble, innovative, and curious – always pushing the envelope to create extraordinary work that delivers real results for our clients.

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