#43 - Your “WHY” is not your story w/ John Azoni

Higher Ed Storytelling University

In this solo episode, John explores the true meaning of "storytelling" and how it differs from creative messaging in marketing. He discusses how the term has become diluted in higher ed, with many thinking creative messaging equals storytelling.

Key takeaways:

• Marketing teams often claim to be telling stories when they are really just presenting information about their school in a creative, emotional way. This is creative messaging, not actual storytelling.
• Actual stories have a narrative arc with plot, characters, and a sequence of events that happens to someone. Listeners imagine the events unfolding. This triggers specific brain chemistry related to empathy.
• Creative messaging can still be impactful, but it does not provide the same emotional transportation and brand imprinting as a compelling narrative story.
• We need to be careful about using “storytelling” loosely. Ask what someone means when they say they want to tell better stories. Do they want narrative storytelling? Or enhanced messaging?
• Stories make sense for top-of-funnel brand awareness. Further down the funnel, creative info may be more relevant. Know when a story is appropriate.
• Language evolves over time. “Storytelling” is used more loosely now in marketing. But we should still preserve the distinction between stories and messaging.

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