Storitelling: what is it, what happens, how is it applied in practice?

You can get into history, you can get involved, or you can earn money on it. This story is called storytelling. This article will tell you what it is and how to apply it in everyday life.

Translated into Russian, these are stories of stories. In simple words, storytelling can be given such a definition - conveying some information through vivid, memorable short stories. The format can be different: from a quatrain to a fairy tale.

Storytelling is an art in which different styles are intertwined. the main objective – make sure that the topics that need to be disclosed are deposited with the audience, as they say, in the subcortex.

Take for example the videos of the MTS operator with Dmitry Nagiyev. Each of them is a short film about the life of a beloved artist of millions. The viewer experiences some episodes of life with him and remembers them, as well as the fact that next to Nagiyev there is always a certain mobile operator. The circle of consumers of a digital company’s product is quite wide, and therefore the content of the videos is very diverse.

When the hero is "captured" in the series, the housewives are in a hurry to join Dmitry and take advantage of the company's favorable offer. When he arrives at the cottage with his old girlfriend and offers to connect satellite television, pensioners are already dialing their children 's numbers so that they urgently buy a plate.

This is a form of theater in which a short but very emotional performance is played out, affecting the feelings of the audience. A beautiful knight who rides on a white horse to his princess just because she used an expensive perfume in the video encourages millions of girls around the world to buy the same. We tend to believe in fairy tales, and it’s a sin not to use sellers of goods and services.

A storytelling specialist must possess the gift of persuasion. His ideas should be understood by everyone. Whether he explains the advantages of using a washing vacuum cleaner or the charms of life in the eco quarter, his task is to “hook” the audience. It's one thing if we just hear that in a quiet place a beautiful house is being built from high quality materials, another if we see a happy family living there.

Here they all cook breakfast, go for a walk, go to the hospital to meet his beloved wife and mother with a newborn. Without realizing it, we are already striving to become their neighbors. And think less about the cost of housing in the area, its remoteness, and so on. We are driven by encouraging positive emotions. They should cause any storytelling.

When we are told that this sausage is made from selected meat, it is quite possible that next time we will buy just that. And if this product becomes the main one at the family celebration of a certain artist, the likelihood of its acquisition increases significantly. We no longer remember the name of the one made of high-quality raw materials, and the brand of the one that delights guests at the wedding, we will not forget for a long time. This is like Shebekinsky pasta. There is hardly a consumer in our country who does not know this brand. And all thanks to quality storytelling.

Or we immerse ourselves in the history of the creation of the grocery product, feel the aroma of coffee, rush for the second stick of Twix and seriously try to understand which one is for tea and which is for coffee.

Both in a good book and in storytelling, the foundations are built on the principles of universal values. They consist of vivid pictures of life, understandable to everyone. The scheme is simple: intrigue, scandal, investigation. Moreover, it is not necessary to use all 3 components. The main thing is to lure the audience into your networks.

If you start to say that such a cream will make the skin of a woman younger, you may be believed. If you share your personal experience and “admit” how long you suffered from the imperfection of your face, and now you can’t take your eyes off you, then the line for your product will line up much faster. It is proved that people on emotions capture and remember up to 80% of information, dry statistics, even verified to the hundredth, will remain in the memory of only 5-10% of consumers. And this applies not only to advertising.

We have already talked about how storytelling is used in advertising. Certainly in sales, his role is much greater than in any other industry. However, it can be useful not only for business. For instance, storytelling in education will help interest the child. This is a great way to diversify the most boring lesson. It is one thing if a teacher gives an academic lesson, another if he arranges a small but vivid performance out of it.

The magic, which is easy to catch even the most ordinary student, is simple. Tell him how your life has changed since you mastered chemistry, and instead of boring experiments, arrange a magic show, and yesterday’s two-man dream of becoming Mendeleev. In the library, “push” a child to a bookcase with stories about the life of wonderful people - he will immediately have something to strive for. Progress will increase as soon as possible.

In the marketing services of gadget manufacturers No wonder so much attention is paid to the possibility of creating stories using phones and tablets. Go to any page you visit on Instagram. You will see that people are attracted there not just by beautiful pictures, but by their colorful description. Who needs Volochkova’s twine in the gym, but on the ocean, where the beautiful Anastasia spends her vacation with her mother and daughter, this is much more piquant and interesting.

The stars share their secrets with us not because they have no one else to talk to. Our attention is their money. Those who have the gift of a storyteller can get it. Remember that same Munchausen. Someone he delighted, someone anger, someone a sense of compassion, but no one was indifferent to the hero Oleg Yankovsky and Rudolf Erich Raspe. So the author of storytelling must catch the audience on the “hook” of his charm.

Since storytelling can be used in various areas of life, there are several options for its creation. It all depends on what exactly you want to achieve with your storytelling. Increase sales, improve grades in the diary of your son or make your spouse give you an expensive gift, so much so that he himself will want it more than you.

So, we will analyze all types of storytelling.

It involves a story about a real or imagined situation. It is like a short documentary. See what I did last summer. As a result, he became smarter, richer, more beautiful and so on. Do not want to tell about yourself, use the name of a certain character or famous person.

A story based on photographs, videos, and even animated films. Any information wrapped in a beautiful and vibrant visual wrapper becomes even more exciting..

If you begin to tell the love story of Napoleon and Josephine, it will certainly cause interest, and if you accompany it with images of the beauty and the French emperor, diluted with views of the palace, pictures of battles, battles, your audience will expand immediately.

A story that will tell itself after a person learns some information about it. This kind of storytelling makes our brain work in the direction the speaker needs. With its help, we get a certain vector, according to which our mental process further operates. A certain the picture on the screen leads us to create an image in the head.

It is often used in word of mouth. Gossip, rumors and speculation. The life of stars or a neighbor doesn’t matter. Social storytelling is designed to create an image of a person and is based on untested, but very believable stories.

It is used, as you might guess, in the virtual world. It is with the help of digital storytelling that, without leaving home, we can visit the theater, unless, of course, its employees were too lazy to create a virtual tour. Video reviews of resorts, hotels is also a digital storytelling.

Not everyone can visit the Louvre, but anyone can get acquainted with his treasures via the Internet. Virtual tours of museums have long been popular in the virtual world. In addition, they are also used in the presentation of exhibits “live”.

For example, in Penza there is a unique museum of one painting. Only one canvas is exhibited there. But his show is accompanied by a video story about the creation of a masterpiece, the history of the artist and what he portrayed. The viewer does not just get acquainted with a work of art, he seems to be involved in its creation, imbued with the secret of his birth and already forever remembers that the Ninth Wave is the creation of the great marine painter Aivazovsky.

A non-standard method that is used to increase the level of knowledge of employees of the enterprise. They are told about new developments and the most daring and difficult to understand scientific studies in the form of stories.. In the same way, one can diversify lectures, for example, on quantum or nuclear physics.

The story of Harry Potter is perhaps one of the most successful attempts to use transmedia storytelling. The book about the little wizard quickly won the hearts of people across the planet. Soon she gets a sequel. And then it spreads in the media. There are new films, computer games.

About Harry Potter, we already hear "from every iron." This is transmedia storytelling - the series, not only multiplied by numerous episodes, but also distributed throughout the media space: various Internet sites, television shows of the film itself, as well as numerous news about him and its author - the outstanding English storytelling master Joan Rowling.

A story with a sequel that the audience chooses. This kind of storytelling implies a direct participation in the history of someone who gets to know her. The creators of the series, for example, are asked to decide what will be the continuation, the next series, directly of the audience. They may be offered several options or come up with their own happy ending. The main thing is to involve a person in the process of the appearance of history.

Thus, not only does the circle of “interested” people expand, but the work of scriptwriters is often facilitated. Thousands of fans of their work help them. And they do it absolutely free. As a fee, they are only sometimes promised a prize for the most unexpected turn of the plot. But more often than not, for people to feel like Spielberg, even for a few hours, a reward in itself.

Whatever type of storytelling you use, whatever tricks and tools you use, all stories must meet the following requirements.

• Decide what you want to tell and show. What is the purpose of your storytelling?
• The meaning of the story must be understood.. Anyone can write her final if desired.
• History must evoke emotions. It doesn’t matter, positive or negative. It is necessary to create what will be remembered. Going from extreme to extreme, from tears to joy and vice versa. Tragic accidents or, conversely, happy coincidences will swirl in the whirlwind of feelings of any consumer.
• The story should arouse wild interest in the audience.. People will want to know what awaits the heroes next.
• Not bad, if with the help of your story a person can learn something new, replenish the piggy bank of their knowledge.
• Storytelling does not have a target audience. The story should be clear to everyone, regardless of level of education, age and personal preferences.
• History must have a clear structure. First birth, then growing up, then death. People should not think of anything for you if your goal is to create a selling storytelling.
• Use the effect of surprise. Insert the most unpredictable events into your stories.
• Find a hero. History cannot be depersonalized. She should talk about a specific person or group of people.
• Empower your hero. Create insurmountable obstacles for him, and then compose how he copes with them. The winner is respectful.
• Change the look of your hero. It’s like in a fairy tale about an ugly duckling. As he grew up, the duckling evoked different emotions. And the more of them, the better for storytelling.
• Boost the atmosphere. A hurricane, a storm, a sudden outage, the collapse of the ceiling - all this will only help draw public attention to the story.
• Reveal secrets. Add intimate moments to the story. So you get closer with the audience.
• Provoke. Your story should prompt a person to do things: make a purchase, order a service, get new knowledge. A person should not “hang” on your story. He must want to change.

In order to write, you need to read more. This common truth must be learned by every author. His main exercise for developing his skills is acquaintance with books of different directions and styles.. For advanced training, it is nice to take a special course. This can be done without interruption from production by visiting a virtual lesson.

No training is possible without broadening one's horizons. Often "spy" on competitors, do not hesitate to "borrow" a story from friends, acquaintances, colleagues and even enemies. The brighter the images, the more attention they will attract. And then you will belong to the title of the protagonist of the advertising campaign, the pedagogical community, the conqueror of public attention.

And one last tip. Never hide from your audience. Your reader should know exactly who tells the story. He must understand who he trusts. Expand to him the information about yourself as much as possible - gender, age, education, material and marital status.