Lisa Cron, wired for story says
“Story, was crucial to our evolution-more so than opposable thumbs.
Opposable thumbs let us hang on; story told us what to hang on to”.
From <https://www.wired.com/2011/03/why-do-we-tell-stories/ we learn from anthropologists
That storytelling is central to human existence.
That it’s common to every known culture.
That it involves a symbiotic exchange between teller and listener – an exchange we learn to negotiate in infancy.
Just as the brain detects patterns in visual forms of nature – a face, a figure, a flower-and in sound, so too, it detects patterns in information.
Stories are recognizable patterns, and in those patterns we find meaning.
We use stories to make sense of our world and to share that understanding with others.
There’s an old saying you might have seen floating around the internet that states, “Those who tell the stories rule the world”.
The neurological research proves storytelling is the best way to capture people’s attention, bake information into their memories, and forge close personal bonds…
Humanity has always inherently known that people crave and seek out great stories almost as much as food and water.
The people and brands who can tell the most compelling stories are able to command the most influence within our community.
They are the signal within the noise.
The value of storytelling is now being recognized in the field of science.
Scientists bear witness to scenes of change that most of us never see. Yet the vividness of these experiences is often left out when scientists talk and write about their work.
Hence science storytelling events are being held at the International Marine Conservation Congress to share basic techniques, tips, and resources for incorporating storytelling into any scientists’ communication toolbox.
Storytelling should be part of every affiliate marketers toolkit as well.
Kimberly A. Whitler Senior Contributor https://www.forbes.com/sites/kimberlywhitler/2018/07/14/3-reasons-why-storytelling-should-be-a-priority-for-marketers/#24b21186758e says Storytelling enables marketers to develop a deeper connection with the audience. From the earliest recorded history, storytelling was a method used by cavemen to communicate, educate, share, and connect. By communicating a brand through stories, it is possible to elevate the meaning of the brand and better crystalize how it fits into customers’ lives. Storytelling is a powerful method of learning. As marketers, we should always be seeking to learn more about the world we live in, the brands that we represent, and the consumers that we serve. One of the things that are unique about stories is that they transmit knowledge and meaning. Storytelling can be a powerful tool that enables marketers to understand what is going on in the marketplace and what that means for the customer, consumer, society, brand, and company. In addition to being an important strategic tool, storytelling can be an important tactical tool that lets marketers engage consumers in a fragmented media world. Storytelling isn’t just a creative approach to marketing. It gives your consumers a totally different entry to your brand.
It seems prudent then, that affiliates should communicate a brand through stories rather than using the traditional methods of outlining features and benefits.
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