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[mahisaislam1234]

Let me contradict you. I know that some will tear their clothes and others will not get past this paragraph. But I would like, in this entry, to theoretically reply to all those who believe that storytelling is the telling of stories, without having read the original thesis.

Following its own reasoning, the development of the syllogism demonstrates that the use of narratives is not efficient when used for the construction of web content .

Storytellers and smoke sellers
We have learned of a large company that has hired a well-known Barcelona public relations firm to prepare a commercial document. Let me count the sin, but ignore the sinner and the penitent.

They were chosen because they proposed practicing storytelling in this type of communication. And whoever hired them – no one from the WhatsApp Number List field of communication – let themselves be dazzled by the salesman's wit or the effect of the word storytelling, which sounds better than “telling stories.”

The problem is that it is impossible to establish a narrative in the rigid outline of a commercial document of the required characteristics, in which the numbers must appear where they can be compared with those of forecasts and past data.

A dozen sketches later, with evident anger on the part of the contractor and desperation on the part of the narrators of the public relations firm, there was no longer a trace of storytelling or smoke left in the commissioned work.

We know of some who will not eat partridges.

Negative emotions are remembered more
Everybody knows. Negative emotions generate a greater memory than positive ones. It is the metaphor of the driver heading to the city center. He always finds a parking spot the first time, but he only remembers the day he spent an hour driving around trying to park. The same thing happens with a repeat visitor to a website.



If the emotion is positive, you don't remember it. On the other hand, if it is negative, he will remember it.

' Pull ' communication and expected emotion
More than 70% of visits occur at the request of the user, if the website is well built. The visitor arrives from search engines and by following links on other web pages that they trust.

This is pull communication . The user knows what they want and how to find it. Ergo, you expect a positive emotion, so you take it for granted in your evaluation of the site/Brand. Your expectation already includes the expected experience and emotion and a very high possibility of satisfying it.

Thus, the generation of an emotion through storytelling does not influence your perception of the Brand in any way.

Emotions are instilled by repetition
Advertising is based on the technique of repetition. The message is repeated over and over again to cause the emotional effect and achieve a certain perception. But on a corporate website, recurring visits are minimal. They are made up of branded traffic : users who already know the brand or its products or who do not have a command of Internet navigation tools. And these, faithful ones, are so excited. They look for the data.
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