Digital marketing

What Is Storytelling?

Communication consultant Antonio Núñez introduces us to this concept

"In a world that is saturated with information, narrating events in a way that is purely rational, using a lot of numbers, data, and statistics is not enough anymore. On the other hand, including a personal story can help you engage your audience with what you have to say, as well as creating empathy and an emotional connection".

Antonio Núñez (@antonionunezstorytelling), a communication consultant who has worked with brands such as Vodafone, sums up the importance of building stories in the contemporary world, exemplified by the popular concept of storytelling. Watch Núñez explain it in-depth in the following video:

Storytelling is the art and science of telling a story

Storytelling is the art and the science of relating stories with the purpose of persuading and connecting with others.

It has been proven neurologically that when you are telling a personal story to an interlocutor or an audience, two types of hormones are made in the brain: cortisol, also known as the stress hormone, makes your audience engage and really focus on what you have to say; and oxytocin, or the love hormone, which makes us more sociable and empathetic.

It is used in areas such as business, marketing, and politics

The proven effectiveness of storytelling has made its use more and more widespread: it is used both in institutional and business areas, in marketing and advertising campaigns and in the world of politics, in speeches and meetings.

In leadership and in your career, telling a personal story can help you connect with others and better sell your projects and creative ideas. It’s a good idea to be more aware of the stories you tell and it is always positive to prepare a specific personal story when you need to present a project or an idea.

Pay attention to the stories told by others

If you want to learn to use personal storytelling in a more natural way in your everyday life, Núñez recommends paying attention to the stories told by others, and how they affect the people around them.

If you wish to grab your clients’ attention and captivate them with your stories, discover Antonio Núñez’s online course 'Introduction to Personal Storytelling'.

You may be interested in:

Storytelling for Brands, a course by Claudio Seguel.
Audiovisual Storytelling for Social Media, a course by Josune Imízcoz.
Visual Storytelling for Your Personal Brand on Instagram, a course by Marioly Vázquez.


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