Telling stories

A while back I watched a public televison documentary about telling stories. The premis suggested we all have stories to tell and share. The host setup a small table in a public areas with a small sign that read “Stories,  50 cents”. People would come up ask what the sign meant and what was the host doing. They would question if they paid or did the host  pay them, to which the host replied , “depends on how good the story is, If its a good story I’ll pay you. If it’s not then I’ll tell you a stroy and you pay me.”

Most people had pretty good stories. Many were predictable tales of daily struggle.  Others rose above the ordinary with ancedotes  worthy of classic country ballad status.

Good advertising and marketing starts with telling a good story. Stories help get people’s attention, connect with their emotions, and more effectively communicate an idea or message.

As marketers working in world of Pocket PC’s, instant messaging and what seems like a zillion ways to communicate and capitalize with over the top personalization, I believe it’s still very important to tell a story to help sell the products and services.

Claude Hopkins, one of advertising’s great pioneers, wrote  in 1923 “Tell Your Full Story.” Mr. Hopkins says, “Whatever claim you use to gain attention, the advertisement should tell a story.” Admittedly, much of what Mr. Hopkins wrote seems terribly out dated, but many of his fundamental guidelines are just as relevant today.

Even Seth Godin, one of today’s most prominent marketing experts, In his book All Marketers are Liars — offers The Power of Telling Authentic Stories in a Low-trust World, Godin says successful marketers don’t talk about features or benefits. They tell stories. Stories that readers want to read. And believe.

It’s a different world than the one Hopkins lived in. Faster paced. Shorter attention spans. But in many ways that makes the ability to tell an entertaining and interesting story all the more critical to effective communication. People still appreciate a good story — as long as it is entertaining, personal, and relevant.