Good stories are those we tell easy can decipher because they are a known Pattern show us for example at a Story remind. You are an ideal Marketing-Instrument.

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1. Each hero journey has a tension arc

Well-crafted stories are made from the Perspektive told of the hero. They usually follow the course of a hero's journey. Very important: They are told from the perspective of the hero, not from the point of view of the company. Ego postings have no place in it. Because the hero is usually the Customer. The beginning is essential, because that's when we ask ourselves: Does this have anything to do with me? If the answer is “yes” and the whole thing is relevant to us, we continue to listen. Is it for us without Significance, our brain simply switches off.

People love heroes especially when they are noble Objective pursue and surpass yourself. Ideally, the narrative thread follows a so-called hero's journey. This leads along an arc of suspense from a suboptimal starting length over obstacles and blockages, trials and tribulations or agony and nearly crashing to a glorious end.

Company, products and Employees act as accomplices, loyal companions or useful spirits who remain in the background, without which the Transformation however, does not succeed. And like in a good film, it drags on Konflikt there. the Solution then comes suddenly and fast. But above all: Good storytelling does not make your own Company but the customers to the hero.

2. How a hero's journey is structured

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When building up, you can orient yourself to fairy tales. They have the following pattern:

The basic model of a typical heroic journey, developed by the American mythologist Joseph Campbell, comprises twelve stages in two acts:

3. Story telling in digital times

Modern stories are now told transmedially, that is across different media. Listeners and viewers are no longer restricted to the function of the passive consumer, but they can actively and creatively contribute: by helping to shape the progress of a story, to obtain the offered background material, or to comment and to vote at least.

Let the fans go a whole story on their own. In some cases, this even happens automatically. Thousands of fans, for example, did not want to accept the Harry Potter series coming to an end. On pottermore, they are now developing the story further variegated.

“If advertising and PR succeeds in getting the target group enthusiastic about a transmedia story, this is achieved through an increased length of stay, higher loyalty to the Brand and rewarded with a higher recommendation rate,” writes Petra Sammer in her book Storytelling. Narrative images and video clips play an increasingly important role in this context. In this case, one speaks of visual storytelling.

4. Preparing stories for the media

The selected stories must be prepared for the media: the long version of the story is told on the company's own website. On Facebook is it shortened or divided into bites. On Instagram she is richly garnished with pictures. And as a moving image on YouTube and Co., for example, it comes across like a fast-paced thriller.

After all, depending on the target group, different facets of a story should be emphasized: The buyer of a machine needs a different story than the production manager. A bachelor is interested in other details than a proud family man. And a connoisseur is fascinated by other subtleties than a newcomer. Personas can be very helpful when building.

5. Shareable Storytelling: Re-spread stories

No matter how you knit your stories, they always have two objectives: an internal one, i.e. the employees, and an external one, i.e. interested parties, customers, ex-customers, partners, suppliers, banks, investors, Candidate, multipliers, the public.

Internally, examples and anecdotes can be used in a targeted manner to illustrate how corporate philoso- phy is to be lived concretely. Tell, for example, how a clever employee idea proved itself in practice and what the customers had of it.

Report the milestones to a major victory over your closest competitor. Or celebrate a successful (digital) Projects in all its facets. Develop real story series with “to be continued”. Or tell a story from the perspective of different protagonists. And: feed the media stories instead of with you Money.

6. Where stories can be placed - externally and internally

Use all existing means of communication and touchpoints to place stories there (instead of boring facts). Also, I recommend at the beginning of each one Meetings to set a customer-related success story. Under the heading “The customer speaks”, this gets the best place: agenda item number one on the agenda. One participant in turn reports on a customer enthusiasm story that the company has produced.

We should be dealing with We-Stories, that is, with those in which several areas were involved. This promotes the spirit of the community and the feeling of being in us. It is also about finding the secret customers' enthusiasm of the company, the gloom, which the bright light of the public does not like. They often have the best stories available.

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