Storytelling

Storytelling

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Focus on benefits, not features! Benefits sell, features don’t. Benefits also help build stories, which customers can relate to. People are wired to see their lives as a narrative, a story to share with others.

Wizards of UX
Wizards of UX

This quote is hard to attribute to one particular person as it is a generally accepted piece of advice repeated by many. It is part of the collective wisdom of Wizards of UX!

  • Design & Arts
  • Marketing & Advertising
  • Product Design
  • Storytelling
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Consumers have a hunger for a clear message about the determinants of success and failure in business, and they need stories that offer a sense of understanding, however illusory.

Daniel Kahneman
Daniel Kahneman

An Israeli-American psychologist and economist notable for his work on the psychology of judgment and decision-making, as well as behavioural economics, for which he was awarded the 2002 Nobel Memorial Prize in Economic Sciences.

  • Entrepreneurship
  • Other
  • History
  • Illusion of Reality
  • Inspiration
  • Perception
  • Storytelling
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  • Marketing & Advertising
Marketing is the manipulation of perceptions

Marketing is a manipulation of perceptions

It’s an illusion. There is no objective reality. There are no facts. There are no best products. All that exists in the world of marketing are perceptions in the minds of the customer or prospect. The perception is the reality. Everything else is an illusion. Marketing is a manipulation of those perceptions.

Source: The 22 Immutable Laws of Marketing (Book) by Al Ries Jack Trout

  • Perception
  • Psychology
  • Storytelling
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  • Marketing & Advertising
Jonah Berger – Evolution video, a clever Trojan Horse for Dove products

Evolution video clip, a clever Trojan Horse for Dove products

The famous “Evolution” video cost only a little over one hundred thousand dollars to make, and got more than 16 million views. It netted Dove hundreds of millions of dollars in exposure. The clip won numerous industry awards and more than tripled the website traffic the company received from Dove’s 2006 Super Bowl ad.

Source: Contagious: Why Things Catch On (Book) by Jonah Berger

  • Content Creation
  • Storytelling
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Stories are an important source of cultural learning that help us make sense of the world. They provide a quick and easy way for people to acquire lots of knowledge in a vivid and engaging fashion.

Jonah Berger
Jonah Berger

A professor at the Wharton School of the University of Pennsylvania. An expert on word of mouth, viral marketing, social influence, and how products, ideas, and behaviors catch on.

  • Marketing & Advertising
  • Communication
  • Content Creation
  • Storytelling
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People don’t think in terms of information. They think in terms of narratives. But while they focus on the story itself, information comes along for the ride. Stories, then, can act as vessels, carriers that help transmit information to others.

Jonah Berger
Jonah Berger

A professor at the Wharton School of the University of Pennsylvania. An expert on word of mouth, viral marketing, social influence, and how products, ideas, and behaviors catch on.

  • Marketing & Advertising
  • Communication
  • Content Creation
  • Storytelling
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Stories can act as vessels, carriers that help transmit information to others. In other words, stories carry things, a lesson or moral, information or a take-home message. No wonder that people tell stories for the same reasons they share word of mouth. Some narratives are about social currency, some are driven by emotions or retold for their practical value.

Jonah Berger
Jonah Berger

A professor at the Wharton School of the University of Pennsylvania. An expert on word of mouth, viral marketing, social influence, and how products, ideas, and behaviors catch on.

  • Marketing & Advertising
  • Communication
  • Content Creation
  • Storytelling
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Most marketing mistakes stem from the assumption that you’re fighting a product battle rooted in reality.

Al Ries
Al Ries

A legendary branding strategist, author and originator of the concept of Positioning.

  • Marketing & Advertising
  • Perception
  • Storytelling
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Storytelling
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Engagement on the web has an awful lot to do with telling a good story.

Eric Karjaluoto
Eric Karjaluoto

The creative director at smashLAB and the founder of MakeFive.

  • Marketing & Advertising
  • Content Marketing
  • Storytelling
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Learn more Your brand is the story that others recall when they think of you.

Laura Busche
Laura Busche

Brand Content Strategist at Autodesk. The author of Lean Branding and Powering Content.

  • Marketing & Advertising
  • Branding
  • Storytelling
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