To understand what Storytelling is in a simple way, we will tell you an anecdote by Gianluca Fiscato, author of @4Marketing.
“Those who know me know, I have a great passion for bikes and cycling. For those who don't know, the current racing bike market is measured in grams, electronic gears, K of carbon, a bit of aesthetics, a pinch of history, if not mythology, for some brands and a lot of advertising related to professional cycling.
Despite this, every time I buy a bike I remember the meeting a few years ago with a local craftsman. He took me by the hand, led me near the frame I liked and explained to me how the tubes were welded and usa email list colored. Then, he took the rims that I liked so much and showed me the difference between those and others he had. Honestly, I never understood, neither how the tubes are welded, nor the difference between one rim and another. But I remember how he touched and how he talked about that rim, that gear and that frame.
In the shop, he had many others, let's be clear, but those seemed magical. They didn't cost more, they were probably not the best, they were simply magical in my eyes. Basically, the craftsman had made me feel the bike before I even tried it and before I even decided to buy it. What had he unknowingly done? He had done Storytelling because he had told me about the emotions he had behind that product , he had told me about himself while he was pedaling and about himself while he was building the frame.”
Storytelling: how to understand it. Lately we hear a lot about Storytelling because in fact storytelling is in fashion, now everyone deals with Storytelling, everyone talks about it and everyone knows about it. However, when things are so much in fashion it happens that in the end many people talk about it and many fewer know what it is.
How to integrate storytelling into a website?
Stories that express an individual point of view are particularly suited to help communicate the culture and identity of the company or to create an atmosphere of sharing. In this case, adding photos, illustrations, video testimonials, infographics, or cartoons, in a strategic way, can help a lot to give coherence to the story.
Another approach could be the creation of a mascot to which you can entrust the story of your organization through various media, audio, video, text, etc. that can find various solutions from a visual point of view.