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#43 - Your “WHY” is not your story w/ John Azoni
Manage episode 407422172 series 3560012
John Azoni에서 제공하는 콘텐츠입니다. 에피소드, 그래픽, 팟캐스트 설명을 포함한 모든 팟캐스트 콘텐츠는 John Azoni 또는 해당 팟캐스트 플랫폼 파트너가 직접 업로드하고 제공합니다. 누군가가 귀하의 허락 없이 귀하의 저작물을 사용하고 있다고 생각되는 경우 여기에 설명된 절차를 따르실 수 있습니다 https://ko.player.fm/legal.
In this solo episode, John explores the true meaning of "storytelling" and how it differs from creative messaging in marketing. He discusses how the term has become diluted in higher ed, with many thinking creative messaging equals storytelling.
Key takeaways:
- Marketing teams often claim to be telling stories when they are really just presenting information about their school in a creative, emotional way. This is creative messaging, not actual storytelling.
- Actual stories have a narrative arc with plot, characters, and a sequence of events that happens to someone. Listeners imagine the events unfolding. This triggers specific brain chemistry related to empathy.
- Creative messaging can still be impactful, but it does not provide the same emotional transportation and brand imprinting as a compelling narrative story.
- We need to be careful about using “storytelling” loosely. Ask what someone means when they say they want to tell better stories. Do they want narrative storytelling? Or enhanced messaging?
- Stories make sense for top-of-funnel brand awareness. Further down the funnel, creative info may be more relevant. Know when a story is appropriate.
- Language evolves over time. “Storytelling” is used more loosely now in marketing. But we should still preserve the distinction between stories and messaging.
Connect with John:
- LinkedIn: https://www.linkedin.com/in/johnazoni
- Learn more about UNVEILD: https://unveild.tv
- Join The Newsletter: https://unveild.tv/newsletter
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