Audience, audience and audience. People want to be a taken on an interesting journey where they can relate to the characters, discover the takeaways for themselves and enjoy it, all at the same time.
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Can marketers who have not been trained in traditional storytelling be effective in the age of storytelling?
Yes, if they focus on the audience and only the audience. What moves them, inspires them, makes them laugh, brings them joy. The product, the message, the platform are important but with no audience there is no play.
It seems that the world of marketing has finally caught up to what playwrights, directors, screenwriters, novelists and actors have known all along – humans learn, engage and communicate best through stories. The positive effects of storytelling has been studied, documented, blogged about…but why?