Storytelling is a powerful tool for small business owners to connect with their audience, build brand identity and create a memorable impression. The story you create and the way you present it to the environment creates your business development path, whether it's about a product or personal branding. If you tell the story of a product or service well, you can easily make them desirable and in demand and thus increase their value.

All major brands regularly apply storytelling. Clients are distracted from what is actually being offered as a product/service, and the story becomes what is really being sold.

Quality storytelling is what sets the good ones apart copywriters. 

Remember the Coca Cola Christmas commercials? Of course you remember, those commercials kick off the Christmas holiday season. It's a great example of emotions taking their toll. Coca Cola is not just a drink, it is an emotion, happiness, warmth, togetherness.

Why is storytelling important?

1. Stories move us to think and act
2. The story is what does not affect the rational part of the human brain, but the instinctive, emotional part, which is much more impulsive and stronger than the rational part.
3. Stories spark imagination and passion and create a sense of community among listeners
4. Stories help to solidify abstract concepts and simplify complex messages
5. It is much easier for people to remember a story than facts and figures

By listening to a story, rather than a dry presentation of information, we develop thoughts, opinions and ideas that connect us more directly with the person telling us the story. And that's what makes storytelling such a powerful tool in marketing.

What are the types of storytelling?

1. underdog – winner
2. brave decision

Every story has its main character. The most common storytelling mistakes are when the main character becomes an author, product, service or brand.

The main hero is always and exclusively your potential client. The one to whom you answer the question "What do I get out of it", i.e. the main character, is someone with whom the reader can easily identify. If the customer is not at the center of the story, then it is not possible to achieve identification between the customer and the brand - that is, you are not able to motivate him, and there is a big risk that the things you talk about and try to bring to him will not be interesting to the reader.

1. underdog – winner

   He wins because of the product/service you present to him. Each of us wants something and cannot have it. And he hopes that the circumstances will be so arranged for him to make it happen.

   When you hear a story that someone is similar to you and that they managed to achieve it in a certain way, then suddenly things become better for you, that is, the probability that you will succeed in it also increases.

   You have to be careful when telling this kind of story, so that you don't stray too far from the product, that is, so that what should be in the center doesn't go unnoticed. This is very important, because if the audience remembers the advertisement, but does not remember which product it is, then the job is poorly done.

2. brave decision

   It needs to have led to some significant positive change in the main character's life. This type of story requires:

• Dismiss everything irrelevant and move on to the essence, so that the attention is not diverted in the wrong direction.
• Create a conflict - if everything is okay, there is no reason for anything to happen or change - This is the part that troubles the main character, which will later be solved by the product/service you are writing about (of course the problem is something you can start the story with).
• Solving the problem - this is where you talk about the product and explain how it led to the turnaround.

So the goal is to prolong the tension, in order to achieve a better effect.

What must a story contain?

• The main character
• Opponent of the "bad guy"
• Action - static stories are boring stories
• Beginning, middle and end - there is no good story without a good beginning, plot and denouement
• A message or a lesson - the story must teach us something

  What are these 5K storytellings?

1. Characters – that is, characters are the individuals or entities that drive the story. These can be people, animals or even inanimate objects. The characters have different personalities, motivations and roles in the narrative.
2. Conflict – represents the central problem or struggle that drives the story. It creates tension, excitement and challenges for the characters to overcome.
3. Context – relates to time, place and setting in the story. It includes location, historical period, social or cultural background, and atmosphere. It helps establish the background of the story and influences the actions and decisions of the characters.
4. Climax – the climax, turning point, or most intense moment in the story. It is the climax of the conflict and the moment of greatest tension. The climax usually occurs near the end of the story and leads to a resolution.
5. End – it must carry the conclusion or resolution of the story. It reveals the outcome of the conflict and ties the whole plot together.

      What are the 2 story ending options?

• Happy ending - the problem never appeared again, and if it did, then you know the solution that will effectively remove it.
• The end is a new beginning. - you have solved the problem and now a world of new possibilities and opportunities for new successes is opening up for you (the world of secondary profits)

Of these two options, you should choose the one that will be more suitable for what you want to achieve.

Why is storytelling a component that will improve your business and sales?

Humans are emotional beings. Even purchasing decisions often have an emotional component. Storytelling allows you to connect with your potential customers on a human level, create empathy and encourage them to become emotionally invested in your product or service.

Storytelling is a story, concept and value system that you continuously send to your audience. We call it a story because it is essentially that.

As we have already stated, it has plot, plot, characters, denouement and conclusion.

You remember those mandatory parts that your composition should have in writing in your native language, which can be reduced to three words introduction, elaboration and conclusion.

It is similar in marketing and stories of your brand. With the fact that you will not write compositions on the topic, but stories that people will want to hear. And the conclusion on this topic will be the value, the strong message that you send to the audience and that serves as the main motive that will permeate through each subsequent story.

Does your brand have a story but don't know how to present it?

Turmalin is here to help you shape the story and win the hearts of your customers.

We turn your ideas into a narrative that inspires and engages. We keep your story in line with your brand and values.

We take care of all the storytelling, so you can focus on what you do best.

Transform story, refresh brand and achieve success.

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