Story is the most powerful tool you can use to get people interested in what you are trying to accomplish. Whether you want to sell your art, get people interested in your gallery or your museum, or if you want to sell your services to customers. Wrapping it all in a good story can work it’s magic.
Remember that Blockbuster Hollywood production that had like all the stars, best special effects etc. but no story? Exactly – but everyone remembers low budget productions like Blair Witch Project, because they had a story to tell even when the movie itself was lacking special effects and a big budget.
There is this story on the internet where an online marketing strategist was referring to a customer he had (I can’t find the story anymore and I’m not a 100% sure this is a genuine story, but I will tell it anyway).
The customer was a sculptor who made sculptures of horses. He had it all set up. His website, blog, social media – but no story to tell. The guy was wondering what was wrong so he went to this marketing guru and asked him. The guru said “What do you love about horses that you only want to create horse sculptures? Tell that story and you will find your audience.”
So the sculptor did and the story goes that he started attracting an audience that was into horses, because he started writing about what he loved about those animals. Now as i said, not sure if this is a genuine story, but it makes sense. The sculptor was lacking his target audience, he probably didn’t know who his target audience might be or maybe even what a target audience is. However trying to attract horse lovers if you want to sell horse sculptures seems the most natural plan in the world since horse owners tend to have a budget. But if you try to market your sculptural skill and technique on an emotional subject you are unlikely to succeed. On the other hand if you are not this outgoing emotional kind of person trying to tell a story this way might also not work.
This brings us to the most important aspect of storytelling -> Authenticity
If you are not 100% authentic in the way you market yourself on the internet people will figure this out. If you are not funny at all, but always joke around people will hate you for that.
You have to figure out yourself what’s unique about you and your project and find your own style in how to tell your story. You can look left and right and get inspiration from other people, but at the end of the day you need to find your own way of telling your story.
So some artists might want to talk about how they are making their art, for other artists this part is completely irrelevant and some even don’t want to give too much away. As a gallery or art institution you might want to point to other interesting aspects of what you are doing or giving some exclusive behind the scene insights.
Ask yourself “what drives me in life?” – Tell that story!
Remember your don’t have to create content, most of the time it is more efficient to just document what you are doing and who you are engaging with. Snapchat and Instagram Stories are a great way to take people along and we will cover those later this week.
Hope you guys found this interesting and helpful! Please leave a comment if you want.
Here are some links that you might find useful if you want to dig deeper into the concept of storytelling (youtube and google are always a great place to start):
People who tell a good story:
Gary Vaynerchuck – https://www.youtube.com/user/GaryVaynerchuk
Casey Neistat – https://www.youtube.com/channel/UCtinbF-Q-fVthA0qrFQTgXQ