It’s the 200th episode of Brand Newsroom and James, Nic and Sarah are celebrating.
But, they’re not here to party; there’s work to do. Today’s topic is storytelling. Specifically, what is good storytelling for businesses and brands?
Brand Newsroom is a marketing podcast for anyone who has a say in how companies are communicating — covering marketing, content marketing, public relations, media, branding and advertising.
Here are some key take-outs:
- Stories paint a picture in people’s minds. We’re hardwired for storytelling, so stories make us sit up and listen far better than lists of facts and figures
- Good stories have an ability to transfer you to a different place
- A good story has useful takeaway information for the audience
- A good story talks about the human condition. We naturally connect with people stories
- Sarah says the best story she ever read was Charles Dickens’s A Christmas Carol. Here’s why:
- The structure of the story (visiting the past, present and future) allows you to see how and why people are the way they are and then see what happens when they don’t change
- It’s a very moral story and the moral is to count your blessings
- Focus on someone other than yourself; look at your customer through a lens that isn’t about what you’re trying to achieve but about how much you can benefit them.
- Nic said the best story he’s ever heard is from Michael Crossland, a man who has led a remarkable life but just keeps fighting back. And he’s had to fight every step of the way. The message for business?:
- You don’t have to be the big superstar brand. If you tell a good story, people will want to hear from you.
- James’s best story ever was the film Notting Hill. It’s a classic love story, but he found it very relatable. James says it has all the ingredients that make up great storytelling. The lesson for business?:
- Sometimes it’s more interesting if there’s conflict and adversity
- Good storytelling uses emotion to connect with the audience.
On My Desk
- Nic recommended a podcast called Game of Inches by Nigel Collin
- Sarah recommended this World Economic Forum’s article ‘How storytelling can be a force for social change’
- And James suggested an article called ‘This is what happens to footballers’ brains when they miss penalties’.
Have you heard the one about…
Recently James spoke to Guardian Australia editor Lenore Taylor.
And in this episode Nic chats to talkback radio host Oliver Peterson.
Like what you’ve heard?
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