WAAROM IS STORYTELLING ZO BELANGRIJK?

We live in a time when we are bombarded with content, especially online and on social media. Standing out in that mass of stimuli is therefore more difficult than ever. The Dutch spend about 12 hours a day online and the number of messages we send each other is increasing every day. This graph shows how much data was sent online PER MINUTE worldwide in 2021:


VERHALEN EN HORMONEN: ZO WERKT JE BREIN

In order to stand out in the crowd, it is necessary not only to convey information, but to evoke emotion in your reader or listener. If you succeed, you have a much better chance that your message will be heard and will stick. That has to do with the hormones you make when you hear a story. Communications expert JP Phillips explains in his Ted Talk:

 

ATTENTION. EMOTION. CONNECTION. ACTION.

Most communication is based on attracting attention and conveying information. This works great if your reader is already engaged and yearning for the information you have to share. Think of a leaflet for a medicine or a manual for a new telephone (although… who still reads it these days? ;-)). If it is about commercial content or simply something that you would like to tell your followers, then the urgency with your reader is much less. Moreover, you do not only want to inform, but evoke an emotion, make connections and ultimately like to initiate action. To do that, it's important to add the emotion of storytelling, which leads to connection and action, as Phillips shows. Stories are not just about conveying information, but about showing change, says researcher Will Storr in his TED talk on The Science of Storytelling:

ZELF AAN DE SLAG!

Do you want to show your customers how they can change because of you? Do you want your message to arrive? Then add storytelling to your online channels, your keynote, online program and of course your book. Need my help? Check at Backstage how I can help you further or use contact Questions or interested? Leave me a message.