Storytelling: Learn The Power of Storytelling

Name: Storytelling: Learn The Power of Storytelling
Rating: 4.2 (81 reviews)

Learn the Art of Storytelling and how to make people care about products, brands, and causes

Created byBrand Jam

Last updated 7/2021

English

English [Auto],

What you'll learn

Crafting Stories for Advertising Campaigns
Building story through narrative
Triggering emotional responses
Using story in web, print, tv, and social media campaigns

Course content

2 sections • 24 lectures • 1h 46m total length

Welcome2:44
Learn how storytelling builds relationships, empathy, and connection by reframing a beggar's sign and sharing personal stories that unite people.
Storytelling in business or in life5:57
Storytelling has driven human survival, tribe formation, and memory, shaping loyalty and trust. Across families, religions, and business, authentic stories connect people and must align with truth.
The science behind how stories build relationships3:48
Storytelling activates extensive brain regions, boosting memory and empathy; character-driven narratives raise oxytocin to foster care, cross-group empathy, and charitable giving, making stories the ultimate love potion.
Elements of effective storytelling16:24
Relatability and tension drive powerful storytelling, using Star Wars as a lens to show how familiar cues, novelty, and fluent, accessible writing keep audiences engaged.
Storytelling for relationship building in business12:30
Learn how storytelling builds relationships in business by opening with a personal story, crafting strong narrative arcs, and sharing authentic product backstories to boost engagement and memory.
Understanding the audience2:51
Build an audience by understanding who they are, what they want, and their vocabulary. Use data and Venn diagrams to map interests and continually tell stories that grow loyalty.
Story matrix7:09
Use the funnel matrix to tailor stories to relationship stages, mixing timely, seasonal, and evergreen tales across a bullseye of channels: the site, email, and social platforms.
Create and Connect9:24
Learn the storytelling flywheel: create content, connect with your audience, and optimize with data-driven tests to build loyal followings and compounding growth.
Storytelling frameworks4:42
Explore the hero's journey framework—from ordinary world to call, mentor, threshold, trials, final battle, elixir, and return with new power—illustrated by Star Wars and other stories.
Crafting your storytelling skills5:57
Deconstruct and reconstruct great writing to sharpen your storytelling, using neurotic spreadsheets and sludge-word editing. Foster a culture of storytelling in teams by sharing stories that build trust.

Introduction1:04
storytelling is a powerful, human form of communication in marketing, shaping how brands entertain, inform, and engage audiences; course covers crafting, identifying, and applying brand stories with a real-world example.
Story in advertising1:45
Marketers learn to craft authentic, human brand stories, balancing structure and emotion, to influence buying behavior in a social media era where sharing amplifies reach.
Understanding story structure3:01
Explore the basic five-part story structure: exposition, inciting incident, rising action, climax, and resolution, and how designers use it in campaigns to amuse, instruct, or educate.
Building story through narrative2:24
Build stories with a five-part structure—exposition, inciting incident, rising action, climax, and resolution—crafting a character in a historical setting, then apply the two worlds structure for marketing.
How that structure applies to advertising2:40
marketers apply the two worlds structure to advertising by placing the brand between the world it is and the world that could be, aligning with the five-part story structure.
Building campaigns through narrative2:35
Build campaigns through narrative by using a three-circle exercise to contrast life with and without a brand trait, then translate insights into authentic storytelling components.
Understanding Human emotion2:12
Explore the six basic human emotions and their 24 secondary variations, and learn how brands move beyond one-sided marketing to show authentic empathy with consumers.
Triggering emotional response through story1:34
Bubble to the surface emotions your audience already holds and center storytelling around what they love and fear, beyond basic demographics.
Empathy vs. manipulation1:14
Explore how brands and marketers shift from manipulation to empathy by aligning content with what consumers already think and believe, creating authentic artifacts that inspire advocacy.
Example project7:22
Learn to apply storytelling to an integrated, budget-conscious campaign for the Kansas City Regional Association of Realtors, revealing how contentment drives value for buyers, sellers, and realtors.
TV spot development2:33
Elevate a realtor's client narrative through a 30-second tv spot that uses a five-part structure to reveal multiple roles, culminating in the advocate role and realtor value.
Print ad development1:20
Create a print ad campaign that teases the rules by focusing on a single realtor role per version, with three diverse, color-coordinated designs guiding readers to the website.
Website and social content development2:33
The campaign website is the hub that earns engagement through a swipeable gallery of eight realtor roles and color schemes, with randomly generated visuals, shareable content, and calls to action.
Conclusion2:56
Identify four places to extend your story after launch: the story core, emotional core, practical extensions, and audience participation. Use social media to gather feedback for iteration.

Requirements

note taking and ability to brainstorm

Description

Learn the Art of Storytelling and how craft stories for advertising campaigns to bring in more sales to you business. Storytelling is a powerful way to make people care about products, brands, and causes.

By giving your products and services an identity by capturing and sharing the stories they really are, you can take your target audience on a journey they yearn to experience. In order for consumers to form a personal connection with your brand, company stories must be authentic, creative and inspirational.

With the explosive growth of social media and content marketing, the opportunities to tell stories as part of direct and indirect brand marketing initiatives have become a strategic priority. Marketers have been telling brand stories for years through advertising, in-person brand experiences, and so on, but the art of writing those brand stories as effective pieces of online content is a challenge that few are trained to do.

In this course, we will lay out the structure of story and uses the development of a real-world campaign to show how each story component builds an emotional bridge between brand and consumer. We will break down how that story translates to the various advertising components that creatives often use in a real-world campaigns, such as social media, websites, TV and print ads.

Who this course is for:

Marketers
Advertisers
Businesses

Storytelling: Learn The Power of Storytelling

What you'll learn

Explore related topics

Course content

Art of Storytelling10 lectures • 1hr 11min

Storytelling for Brands/Businesses14 lectures • 35min

Requirements

Description

Who this course is for: