STORY adalah alat pemasaran paling ampuh di era dmn “CONTENT IS KING”.
Humans are wired to TELL STORIES.
Berkat STORY, sebuah KOMODITI bisa mjd sebuah produk yang BERMAKNA.
Berkat STORY, sebuah produk yg BORING mjd COOL & FUN.
Dan berkat STORY, konsumen rata2 bisa berubah mjd EVANGELIST yg fanatik membela brand.
BE ENGAGE
Kini brand tak lg bersaing dgn FUNCTIONAL benefit (cheaper, bigger, better), tapi dgn EMOTIONAL benefit.
Dan cara paling ampuh menciptakan EMOTIONAL CONNECTION adl melalui STORY.
“STORY engage human emotion. It creates EMOTIONAL CONNECTION.”
BE MEMORABLE
“Research shows that messages delivered as stories can be up to 22 times MORE MEMORABLE than just facts.”
STORY sekitar 22X lebih gampang diingat ketimbang fakta biasa.
Itu sebabnya kita ingat betul detail2 cerita Harry Potter, Thanos, atau Ikatan Cinta. Tapi kita sama sekali lupa angka2 kinerja keuangan yg dipaparkan CEO semester lalu.
Why? Krn yg pertama mengandung STORY, smntara yg kedua hanya plain facts.
BE A TRIBE
“STORY is not only CONNECTING your brand with customer. It is also connecting customer with other customers.”
STORY mengoneksikan konsumen dgn konsumen lain shg membentuk komunitas para EVANGELIST yg mati2an membela brand.
Apple punya army of evangelists yg fanatik krn cerdik merajut n mengoneksikan konsumennya satu sama lain melalui STORY.
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*Quotes by Bernadette Jiwa,
“What Great Storyteller Know”
