Why do stories drive word of mouth? It’s a simple question with several answers.
1. People desire social acceptance and recognition - Stories about brands (and everything else under the sun) help show common interests, which leads to closer bonds.
2. People want to distinguish themselves - Stories also help distinguish a person’s uniqueness.
3. People want to be the authority - Being known as a specialist is a huge driver for telling stories. You might call this the Influencer Mentality.
4. People want to help - If you care about someone and you know a story that might help them, you tell it.
5. People like to share experiences - There is a reason “What’s up?” is asked millions of times per day. We like to talk about what we have been doing.
Read more about these at Conversion Marketing Forum
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Know a great storyteller or happen to be one yourself? Please let us know. We’re looking for great storytellers to speak at WOMMA Summit 2010, Nov. 17-19. Email any suggestions to Pat@WOMMA.org.
Image Credit: Conversion Marketing Forum
WOMMA shares 5 reasons why stories work « Audio Tours and Tourism Marketing Blog 12:22 pm on July 14, 2010 Permalink
[...] Source: WOMMA – 5 Reasons Stories Work [...]
Laura Packer 6:23 pm on July 18, 2010 Permalink
Nice list! As a professional storyteller who both performs and works with organizations to help them find their own stories, I touch upon these points frequently. You may also want to consider: People want to reach across boundaries. Stories more effectively communicate emotional content and break down barriers than just about anything else.
Pat McCarthy 9:27 am on July 19, 2010 Permalink
Thanks Laura! I especially like your point about how stories break down emotional barriers. That is SO key to changing a corporate brand image into a comfortable and relatable persona.