Van Gogh used to say that a painting without a frame was like a body without a soul. We tend to agree. In fact, we can transfer this parallel to the world of digital marketing with storytelling. After all, the story of a particular product is an adornment that sets it apart and makes it more likely to sell.
We had the opportunity to see this vision validated during the third day of Websummit 2022 by Jonathan Friedman, co-founder and CEO of Demostack who was interviewed by Forbes contributor Rhett Power.
The power of storytelling
First, Friedman presented the reasons that led to the creation of Demostack. Surprisingly (or perhaps not), he mentioned that the company he founded had a mission to help present products with differentiated stories and continues to serve this purpose. Indeed, even today it is seen as a company that helps sell services with the useful reinforcement of storytelling.
Also at the conference, Friedman cemented the idea that the brain is programmed to remember stories, and drew a curious comparison between Disney stories… and a cell phone number. According to him, we have an easier time remembering an eloquent story told 15 years ago than 9 digits of a cell phone number given to us by someone.
In other words, eloquence makes everything more memorable. This applies to stories, sales and figures. In fact, Friedman has even stated that storytelling will be a communication enhancer in different areas, from Human Resources to marketing to finance.
Finally, he left behind an essential factor in storytelling: authenticity. It will always be valued and welcomed. Thank you for your advice and our copies certainly, too.
