Storytelling
Why?
To persuade the customer or target group to buy a product or an idea we can use the dramaturgy and techniques of storytelling. To persuade YOU - just look at TV commercials and music videos (video 1).
We can take them through a Hero's Journey (video 2) ; A travel of experiences, crises and finally a happy ending!
In other words: "This idea will solve your problems and make your life better. "
A good story and storyteller can make people listen, pay attention, want to know more and even buy.
How?
Storytelling is on of the oldest performing styles and the basic dramaturgy of drama comes from the ancient dramasanalysis by the greek philosopher Aristotle (c. 335 BBC) and later in 1863 Gustav Freytag. He developed the Freytag Triangle better known as the Hollywood Model or Hero's Journey as typical pattern of a theatre play or film - especially an American movie . (Diagram + video 3)
How to use it ?
As in the Freytag's Triangle you present a TEASER of what you are going to tell about. You ELABORATE your product and then present a need (POINT OF NO RETURN) and ex. tell worst case scenario if we don't use less C02, our earth will burn down (CLIMAX). Then tell the costumer your solution (RESOLUTION) for the needs and world's problems. You can basically take them through a Hero's Journey.
When?
When you pitch or make a presentation of your idea.
Where can you learn more?
Read more here
Read more on Aristotle's dramatic structure and Freytag's model here
Read more in this book: Michael Weiss "Presentation Skills"