How to Harness the Power of Storytelling

Content Director, Austin Berg, discusses how to effectively communicate stories highlighting fairness, relatedness, and authenticity in this Marketing Minute. This video helps marketers who are looking to connect with their audience on a deeper level through storytelling.

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Hi, this is Austin Berg and this is the AE Marketing Minute.

Getting attention can come in a lot of different forms, but one way to really stand out can be stories. Compared with things like numbers, arguments, or jingles, stories are best at showing two things in particular – the first is relatedness and the second is fairness.

Relatedness may come from obvious things like the way someone looks, how they talk, or even how they cook. But it can also come from things that are deeper, like their relationship with their parents or how much they love their children.

Even more powerful can be fairness. When someone perceives something as unfair, it activates a part of their brain linked to disgust, which results in a powerful threat response that can spur action.

But be careful, none of this matter if your stories aren’t authentic. Just as recognizable as relatedness or fairness, is a lack of authenticity. When you cut corners on authenticity you risk not just telling a bad story, but ruining trust in your brand in the long term.

So, when you’re thinking about an effective use of stories, remember three things – relatedness, fairness, and authenticity.

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