The art of storytelling and why it should matter to you

3 min read

Communication since ancient times has essentially been driven by the art of storytelling. There were no record management systems in those early years, and information was passed on to the next generations as stories, poems, songs, and more. Today, storytelling doesn’t merely carry entertainment value; it also has a strong competitive edge in business. 

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A 2014 study by Edelman, Brand share, suggests that 87% of people want to develop more meaningful relationships with brands. Businesses flourish when they are able to deliver the value of their product or service effectively. That’s exactly what the art of storytelling allows you to do.

Breathing power into your business efforts

Storytelling drives a strong connection. It lets you deliver the purpose and mission of your business. 80% of people believe it is a good idea for brands to tell stories. Carefully presented stories can allow your target audience to understand the meaning behind your brand and how you can truly enrich their lives. Sharing and connection become elemental when you breathe the magic of storytelling into your business efforts. 

Subaru, the international automobile company, prepared ads that told the story of adults in a family, such as the father, caring for the safety of his child and thus choosing safe and secure journeys in a Subaru car. This style of storytelling triggers an emotional response from your target audience, and you show the audience how your brand fits into their lives.  

Excellent voice acting magnifies the impact of storytelling

Consumers aren’t just looking for new varieties of story-like experiences but also new innovative deliveries of the content. The media world is extremely fragmented, and not everyone likes a particular type of tone or pitch. Excellent voice actingcan help you deliver a magnified and enhanced version of storytelling. The right pitch, the correct tone, the on-point delivery of a particular dialogue, or even the apt highs and lows in speech can grab the full attention of the audience.  

According to Onespot, 92% of respondents in a study wanted brands to make ads that felt like a story. Nowadays, if you can prove to the customer why they deserve your attention, you will not just have their attention but also their business. 

Storytelling keeps your content miles away from being ‘salesy’

Photo by Dmitry Ratushny on Unsplash

The most annoying thing about brands marketing their products and services is when they become salesy. The audience doesn’t want to hear more brands talking about how they are the best. Consumers are intelligent and capable of making their own purchasing decisions but when a product or service is forced upon them, they are most likely to run in the other direction. 

Storytelling coupled with on-point voice acting allows brands to share an experience capable of triggering empathy and emotional responses in the audience. The decision to make the purchase is then left in the hands of the audience. This allows them to take their own time in carefully analyzing and deciding if they want to buy from you or not. The Brand Storytelling Report by HeadStream suggests that 55% people were highly likely to buy from a brand whose story they loved while 15% purchased the product immediately.

Voice acting can help your brand’s storytelling prowess to be more memorable

It is hard for customers to remember all product descriptions and features. However, the art of storytelling allows them to memorize certain aspects of your product and remember it well. Good voice acting can lend this prowess to your storytelling. A good voice actor can make the content more engaging and conversational, which allows people to understand it easily.

Accents, pace, etc allow you to lend a personal touch to the stories you are telling, thus making it memorable for your target audience. When your target audience remembers you, they continue to come back to your business to purchase more.

Capture the hearts and wallets of your customers in the most human way possible

Good stories trigger numerous responses from your target audience. It compels them to change the way they feel, think, act, and behave. If you deliver the story well, it can drive the audience to immediate action as well. The art of nailing the storytelling is not very difficult. The key is to keep it simple and straightforward. 

  • Find a way to showcase your company’s vision and values into the story.
  • Focus on what interactions the product or service can have with the consumer.
  • See how many ‘How to’ problems of the customer can your product or service solve. Once you have this figured out, build stories on how a particular character solves their ‘How to’ problem using your product or service. 
  • That brings us to our next point, use characters! Build stories around characters that are regular people. 
  • You could even do a ‘behind the scenes’ video showing how much effort went into the curation, production, content outline, voice acting, animations, editing, and delivery of the video.
  • Tell your audience your future goals.

Facts and data feel cold and impersonal while stories; they last forever and leave an impression in the heart and mind of your audience. Recognize the importance of storytelling, the benefits of this art, and harness the potential that it possesses.