Storytelling is a superpower. Learn why and how you can use it to become a better marketer and grow your business

1. The Power of Storytelling
WordCamp Barcelona 2016
Ilia Markov
www.markovunchained.com
@nochainmarkov

2. Download these slides:
http://nocha.in/WCBcn16

3. • Content marketer for over
2 years
• Digital marketing
consultant
• Culé, been to 1 El Clásico
(we lost 0-3 😞)
A bit about myself…

4. Storytelling is a superpower

5. It can change people’s behavior.

6. Meet Timmy

7. Timmy has a dream…

8. Timmy wants his “business” to
succeed

9. Timmy’s heard of storytelling, but…
I don't think it works
How do I use it?
Why should I care?
What is it?
What makes a great story?

10. What is storytelling?

11. A structured method of communication
StoryCharacter Plot

12. A tool to share ideas

13. Storytelling has been with us since the
beginning

14. Chauvet Caves, France

15. Do we really need stories?

16. Our brains are overloaded

17. Storytelling works
Source: buffer.com

18. Does it really?

19. Well…only if you believe in science

20. Source: NPR
Stories are like a mojito for your brain

21. Brain chemistry affects behavior
Source: Future of Storytelling

22. Source: BrainPickings
Stories work like magic

23. Source: PGAVdestinations
Your brain lives the story

24. “With his long nails, the boy scraped down
the blackboard.”

25. What makes a great story?

26. Great start…but not enough
StoryCharacter Plot

27. Lead with people…
= Great Story!
+
Desire Conflict

28. …and follow a ‘Dramatic Arc’
Source: aeon

29. How can you use it?
(And when you shouldn’t)

30. Stories create impactful case studies
• Problem of client =
The dragon
• Your product =
Sant Jordi
• Use product to overcome
challenge →

31. Source: writtent
Charmin (Charmin Bears)
Frosted Flakes (Tony the Tiger)
Keebler (Keebler Elves)
Mr. Clean (Mr. Clean)
M&Ms (Spokescandies)
Nesquick (Nesquick Rabbit)
Cheetos (Chester Cheetah)
Green Giant (Sprout / Green Giant)
Travelocity (Gnome) -63%
-16%
+35%
+51%
+82%
+182%
+203%
+279%
+585%
Brand characters can help market
‘unconventional’ products
Boost in shares on Facebook by using brand character

32. If they can do it with toiler paper…
…you have no excuse

33. Having clarity on your own story is the
easiest way to build culture and
motivate people

34. – Tony Hsieh, Zappos
“Our number one priority is company culture.
Our whole belief is that if you get the culture
right, most of the other stuff like […] building a
long-term enduring brand will just happen
naturally on its own.”

35. Don’t use stories when your customers
expect a straight answer

36. Summary
• Storytelling is a tool for sharing ideas
• It helps you cut through the noise and create a
compelling message for your business
• It works on the brain to change people’s behavior
• Good stories start with people (desire+conflict)
and follow a ‘Dramatic Arc’
• You can tell stories both externally and internally

37. – Nir Eyal, Hooked
“If it can’t be used for evil, it’s not a
superpower.”

38. You may think these are stupid…

39. …but they might as well be the best
storytellers

40. Be mindful of how you use your
superpower

41. @nochainmarkov
Before I finish…

42. Thank you!
@nochainmarkov
hello@markovunchained.com
http://nocha.in/WCBcn16
It’s time for your questions…

43. Resources
Books
• The Seven Basic Plots: Why We Tell Stories, Christopher Booker
• Delivering Happiness: A Path to Profits, Passion, and Purpose, Tony Hsieh
Articles
• How to use storytelling to connect with your customers, HelpScout
• How Experts Write Case Studies that Convert, Not Bore, Zapier
• What Storytelling Does to Our Brains, Buffer
• The Science Behind the Power of Storytelling, Contently’s The Content Strategist
• The Science of Storytelling & Memory and Their Impact on CRO, ConversionXL
• Why Storytelling Matters: a Data-Driven Answer, writtent
• The Neurochemistry of Empathy, Storytelling, and the Dramatic Arc, Animated, Brain Pickings
• Dramatic Structure, Wikipedia (explanation of the “Dramatic Arc” concept)
Video
• Tony Hsieh on corporate storytelling
• Future of StoryTelling: Paul Zak