Storytelling — it’s one of those things that separates us from the animals. Sure, honeybees do dances that tell their buddies where to find flowers, and dolphins seem to have complex ways of communicating, but no creature can craft a story like the homo sapiens.
We tell stories that make us laugh, cry, or feel scared, that inspire and teach us lessons. In marketing, we often use storytelling as a form of proof and persuasion.
One of the most effective uses of stories in a content marketing strategy is the case study. That’s because case studies are literally true stories about what your organization does and how it serves your customers and clients.
Case studies are an excellent way to show how your company brings value using a real-life example often backed by statistics. Plus, they have a definitive beginning, middle, and end, including a problem solved by your product or service.
If your case studies are falling flat, or if you’re struggling to get your customers to agree to participate and give testimonials, it might be because you’re telling the wrong story.
There is a way, however, to structure your case studies with storytelling elements that make them more compelling and help them resonate with your target audience.
To help us out, let’s get some storytelling advice from two very different people: a renowned literature professor and the creator of offbeat television shows with cult followings.
THE HERO’S JOURNEY | A BLUEPRINT FOR POWERFUL STORYTELLING
Joseph Campbell is responsible for developing the concept of the monomyth, which he explains in detail in his book, The Hero with a Thousand Faces. While studying mythology during the 1940s, Campbell observed that there were striking parallels between stories told across time and cultures.
In fact, Campbell believes the majority of the most-beloved stories ever told follow a similar pattern in which a hero is called to adventure, goes on a journey into a strange new world, faces a series of challenges, and eventually returns home changed.
Get the full article for powerful storytelling tips on the Element blog.
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