Storytelling

Educational and Research Institute of Economics and Management, NUFT

Olha Shcherbyna

Vira Mirochnyk

Everybody’s love to stories lies on the genetic level. Any information looks more fascinating and is easier to perceive, when it is presented in a narrative format, not in the list of facts. When this fact is considered in the context of the marketing, the information about the product is presented in in combination with some emotional things, which allows people to feel all the data and remember it for a long time.

Storytelling is quite a new word in the marketing. If you consider it in the context of marketing, it means delivering of information about a product or service to a consumer in a form of a story.

In fact, storytelling is a kind of art, like literature, not every author can create a work that could touch one’s feelings and penetrates into the heart or brain of a human.

Cognitive biases and different ways of disseminating of various ideas were studied by such marketers and psychologists as Duarte Nancy, Whitney Quesenbery, Kevin Brooks, Annette Simmons.

Nowadays the best environment for such disseminating of various ideas is the Internet. The World Wide Web allows you to deliver a story in almost any format - text, audio or video. To write a good and interesting story for storytelling and use it in marketing with positive effect you need to follow several rules.

The script should be useful and interesting for the user. Creating a story, you should understand what new and valuable information will reader extracted while viewing your material. You need to think in advance about what would help to reveal the topic of the story in the best way.

When people read a story and feel the text which they're actually reading, it sounds like something they've already experienced before, it creates a deep understanding of the reader drawn during the rest of the story.

Deep knowledge of the topic will allow you to compose a good and full story. Every marketer should quickly immerse himself in a new topic, while avoiding studying of the necessary material, often can lead to annoying mistakes.

On the start of creating of a story it is important to remember that quality of visual design can influence the perception of the story.
Most of the users love books with bright and colorful pictures which helped to reveal the story of the book, it gives the story or a fairy tale an extra liveliness, allows the reader to plunge deeper into the adventures of the characters. Correctly selected illustrations or infographics make the text easier to read.

A good title should attract attention and interest of the users. It should be "speaking" and designate the topic of the story. You should avoid frank provocations and distortions of the essence of the narrative by the title.

In creating a title, you should take into consideration, the genre of the future story. For interviews "loud" quotes works best, for websites headlines with figures, statements and headlines with questions are working perfectly.

Even the most ingenious idea can be ruined by the monotonous presentation of the material. Think in advance about the sequence of presentation of text and visual components. But while avoiding monotonousness, one should not go to the other extreme not to make a buffoonery out of the storytelling. The abundance of styles, too bright and dynamic design will attract the attention of the user but it will distract attention from the idea of the narrative.
When you are creating a story it is desirable to take into account the cultural style of the fonts. For a good story it's enough to use one font, to create an effective contrast, you can use two fonts.

Storytelling is a wonderful kind of marketing, which however is not perceived as marketing, but it gives the corresponding effect. Having told about yourself, you can respond and support the audience and attract the attention of the customers to yourself.

СПИСОК ВИКОРИСТАНОЇ ЛІТЕРАТУРИ:

1. Дуарте Н. Resonate. Захвати аудиторию своей яркой историей /Нэнси Дуарте; перевод с англ. С.Кирова — М. : Манн, Иванов и Фербер, 2012. — 264с.

2. Кесенбери У. Сторителлинг в проектировании интерфейсов. Как создавать истории, улучшающие дизайн / Уитни Кесенбери, Кевин Брукс ; пер. с англ. А. Сарычева, Л. Поминовой. — М. : Манн, Иванов и Фербер, 2013. — 336 с.

3. Симмонс А. Сторителлинг. Как использовать силу историй / Аннет Симмонс ; перевод с англ. Александра Анваера. — М. : Манн, Иванов и Фербер, 2013. — 272 с.