SEEING AND BEING SEEN IN A SEA OF SCENES

Producer/Director Bob Maraist of World View Productions discusses fine tuning their integration story between Magid’s Harvey Cohen and Intelligent Generation's Khalif Woodard.

Storytelling in business is nothing new. As far back as 1895, when the John Deere company published its first issue of “The Furrow, A Journal for the American Farmer,” businesses and other organizations have recognized storytelling’s power.

What is new is the ubiquity of mass communications. Gone are the cost barriers of print media production and postal rates. Under the very real pressure of those expenses, marketers of those days had to approach every message as an investment. The lifespan of a print publication was eons longer than an Instagram reel, so every brochure, magazine and postcard needed to be created with the understanding that once it was out, it could not be changed. With such risks inherent in the process, each story needed to be carefully crafted and perfectly produced. 

Today, it is relatively inexpensive to mass message a mass audience. Editing digital media, especially websites, to introduce new offerings or fix errors takes relatively little time or money. This freedom to do more with less has opened the people of the world to each other in truly new ways. But like a wagon that rolls behind the ox that pulls it, this freedom brings along a high-volume, mid-quality messaging environment. 

John Deere is still right: people still love stories. And this, perhaps more than ever, is the key to standing out. In an environment flooded with messages, quality storytelling is what’s rising to the top.

More and more we’re getting calls from organizations telling us that people aren't aware of their products or services, they don’t understand what they do, how they can help, what makes them unique, and why they should even exist.

Storytelling holds significant value in business, internally & externally, by enhancing connection with audiences, conveying messages effectively, and differentiating brands. It helps build trust, foster loyalty, and make brands memorable, ultimately contributing to growth.

Building Connections and Trust
Stories create emotional connections with audiences, making them feel understood and valued. It takes an experienced professional to tap into personal experiences and struggles, building trust and empathy, leading to stronger relationships with customers, employees, and partners. 

Stories humanize brands, making them relatable and fostering a deeper connection beyond products and services. For example, we recently met with clients looking to produce user testimonials. To illustrate what they were looking for, they showed us a clip that used actors, on a stage, with a professional voiceover. The piece was well-performed and produced, but it lacked a sense of what it means to engage real people, in real surroundings – people who weren't getting paid to wait for the lighting to be perfect or to repeat lines or actions over and over. Real stories require a completely different skill set, and not everyone can work with real people and also make it cinematic and engaging.

Effective Communication and Message Delivery
A well-told story can convey complex ideas in a way that is effortlessly understandable and memorable. Stories help visualize concepts, making them more real and relatable to the audience. By using anecdotes, metaphors, and other storytelling techniques, organizations can communicate their message more persuasively. A commercial software client called after the big presentation of a general awareness video we produced conveying a complex message. They said people were coming up to them afterwards saying, “now I know what your organization does!”

Brand Differentiation and Memorability
A compelling brand narrative helps businesses stand out from competitors. Stories make brands memorable, increasing brand recognition and recall. By sharing their unique story, businesses can showcase their values, mission, and what sets them apart. 

Enhancing Internal and External Communication
Internally, storytelling helps align teams around a common purpose and values. Externally, stories can engage customers, build brand loyalty, and influence consumer behavior. By sharing both successes and challenges, businesses can create a more transparent and authentic image. 

And here’s a biggie: a great story inspires media outlets and social media to share your story, and even invite you to tell more of it!

Fostering Innovation and Leadership
Stories can inspire innovation and encourage employees to think creatively. Sharing personal experiences and insights can establish thought leadership within an industry. By telling stories about their journey and vision, entrepreneurs can inspire their teams and investors.

Cognitive scientist and author Mark Turner said, “narrative imagining — story — is the fundamental instrument of thought….It is our chief means of looking into the future, of predicting, of planning, and of explaining.” We are all looking for story. We’re all telling a story. And in a sea of messaging, story is how we’ll continue to see and be seen.

References:
John Deere, The Furrow, A Journal for the American Farmer
Forbes, Carmine Gallo
Entrepreneur, Adam Horlock
UC Berkeley ExecEd
Steve Seagar
Marketing Insider Group, Lauren Basiura
Mark Turner

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