GUEST POST by Antonio Peronace, Apollo Political, LLC
Recently someone posted the question on a list serve I’m on: “Are we putting too much emphasis on storytelling?” This was in regard to whether or not organizations and individuals, when trying to produce a content strategy, are caring too much about telling a story and is that really an effective way to produce information for an audience. In addition, they referenced the importance of getting an “emotional response” and asked whether creating a relationship with an audience is always possible or even necessary.
This was my response to the question:
You’re absolutely right in noting that there has been quite the bastardization of “storytelling” as of late. There are a lot of people who just want to slap that sticker on their portfolio and sell you on it. But, in pondering your question, you also hit upon the very heart of the matter when you consider the value of an “emotional response.”
That’s really the key. And whether you instinctively recognize it or not, by evoking an emotional response on a consistent basis with someone, that is, in fact, a relationship.
That relationship grows each time you challenge someone’s expectations, get them used to appreciating your content, and prime them to give your avatar/logo/profile a bit of a longer glance when it’s wedged among so many others in their feed/day/very-busy-schedule.
For me, when I approach “storytelling” as an action, I see it as the act of communicating the core of a message and connecting with someone on a basic, human level.