You are hearing a lot of tall tales about storytelling. It is easy to say, but very hard to do. However, in the age of disruption, you always have to ask the question, “Does that new idea really make a difference?” In the case of storytelling, it makes products even more valuable.
For those who believe copy is dead and all you need is a little headline and white space, you may want to stop reading now. Origin (Hill Holliday’s research arm) conducted experiments in which consumers where shown standard short descriptions or more detailed stories.
According to AdWeek (January 2016) every time the product description included a story it pulled more money than the same product without a story.
- A story made hotel rooms 5% more valuable
- Knowing the artist behind the painting resulted in a 11% lift
- A winemaker’s story lifted a bottle of wine by 6%
- Ebay listing of fished-shaped spoons attracted 64% higher bids with a short story paired with the spoons
It’s true that today’s storytellers have new technologies that are providing a new set of tools and outlets. That means that people may be drowning in an ocean of content. So storytelling must transcend and capture the imagination of viewers and readers. It must be real (some call that authentic) which is a simple given today and backed by research. The story must emotionally move people. Yet research indicates that a story of any kind can provide lift to products–now that is a story worth telling again and again.