How to perform compelling storytelling? What does it mean “both EURO and NEURO”? And what does a donkey have to do with storytelling?

How to perform compelling storytelling: between EURO and NEURO

How to perform compelling storytelling?

Which way can you get the art of storytelling to meet your business goals?

Before I learned the basics of neuromarketing, I thought I knew the answers to these questions. 

But upon discovering the influence of neuroscience on marketing, I had to review most of my beliefs regarding the topic.

In this post, I’ll write about the four beliefs I had.

All of them are related to storytelling within the digital marketing field.

I’ll also explain what I understood by compelling storytelling, and how Jürgen Klarić made me see that I was wrong.

Would you like to know how to perform compelling storytelling?

Read on!

Storytelling as Toto | The Marketing of Oz

As you read this post, you might start looking for the Marketing of Oz. If so, Toto from the film “The Wizard of Oz” will be accompanying you during the search to help you find it. Discover what the Marketing of Oz is and read all the posts that belong to the category “Storytelling”.

How to perform compelling storytelling?

I found the material for this post both in the talks and on the blog of Jürgen Klarić.

On the other hand, one of Rambo Amadeus’s songs inspired me to write it.

  • Jürgen Klarić is an American teacher, writer, and researcher in neuromarketing and neuro-innovation. He’s also known as “the sales gurú”.
  • Rambo Amadeus is a Montenegrin composer and singer. He participated in Eurovision Song Contest in 2012, performing the song “Euro Neuro”.

Hence the expression “both EURO and NEURO”.

  • I lent the term “EURO” from Amadeus to write about results of storytelling. In other words, “EURO” means sales, purchases, and profit.
  • I borrowed the word “NEURO” from Klarić to write about the relationship between storytelling and neuromarketing.

Finally, when I saw the video for the song “Euro Neuro” for the first time, I liked a lot the role of a donkey in it.

Therefore, I decided to use the metaphor of donkey to explain how storytelling relates to EURO and NEURO.

Speak to the brain: getting off the donkey

What I thought about compelling storytelling:

We’re prepared to “receive stories because we have ears and can hear.

Another contributing factor is that we have eyes, can see, and know how to read.

What Jürgen Klarić taught me about compelling storytelling:

We are prepared to “receive” stories because our brain is.

Stories have a direct effect on the human brain, on our mind. 

In other words, storytelling works as a hormone segregator and a generator of experiences and emotions.

“Storytelling leads your audience towards an emotion. If you manage to evoke the right one, the natural result will be to go for an action (buy).”

Jürgen Klarić

What Rambo Amadeus and the song “Euro Neuro” taught me:

  • Having ears allows you to hear that other drivers are pressing their sirens as a warning.
  • Having eyes helps you realise that you’re slowing traffic.

But the mind is the one that understands the context you are part of.

The brain interprets the story behind an event or a brand.

It’s the brain that tells you if the time has come to “get off the donkey”.

Awake the anguish, increase the empathy: the donkey in front of the mirror

What I thought about compelling storytelling:

The power of marketing stories lies in the sensation they provoke in a reader, viewer or listener.

What Jürgen Klarić taught me about compelling storytelling:

The power of marketing stories lies in two hormones that the human brain produces as a reaction to storytelling: cortisol and oxytocin.

  • Cortisol awakens ANGUISH in a person.
  • Oxytocin is “responsible” for us feeling EMPATHY.

That’s how we achieve the mirror effect.

The mirror effect basically means that, when people see troubles of other persons, they perceive those troubles as if they were their own, and get upset.

Immediately, people act.

“If you smile, the client will do it too, and when you both laugh, you’ll probably do some business together.”

Jürgen Klarić

What Rambo Amadeus and the song “Euro Neuro” taught me:

The donkey is stubborn, but not blind.

If you put the donkey in front of a mirror, he’ll look at the reflection and act accordingly.

So, if you don’t want him to stay in a place for hours, don’t pull the rope.

Make his reflection move.

Communicate the right message: the donkey between intentions and goals

What I thought about compelling storytelling:

People explain stories to communicate messages or convey morals.

If you communicate a message and the reader captures it in the right way, you’ve explained a great story.

What Jürgen Klarić taught me about compelling storytelling:

Explaining stories, we communicate messages.

But in the marketing field, the communication of messages takes place according to our intentions and goals.

We define them before starting with the storytelling.

  • Possible intentions: to persuade, to inspire, to encourage dialogue, to create a brand image, etc
  • Possible goals: to sell, to convert, to ensure participation, to build customer loyalty, etc

“In such a competitive world, not even the best idea sells itself.”

Jürgen Klarić

What Rambo Amadeus and the song “Euro Neuro” taught me:

Rambo Amadeus intended to transmit to the Eurovision audience the message about a particular “monetary breakdance”.

And he did it.

But if his goal was to win the competition, the song failed at meeting it.

Simplify the message: avoiding the donkey’s kick

What I thought about compelling storytelling:

The best stories win prizes.

What Jürgen Klarić taught me about compelling storytelling:

The best marketing stories don’t win prizes, but readers, viewers or listeners.

However, before you perform compelling storytelling, it’s mandatory to align the story with your business’s brand, and prevent messages from being too complicated.

“The brain is basic; you must understand that the more basic and simple the communication is, the more effective it can be.”

Jürgen Klarić

What Rambo Amadeus and the song “Euro Neuro” taught me:

Your audience is nothing like a donkey. People can and want to understand your story.

The problem is, they don’t have time to decipher complex messages.

Therefore, try to simplify them. On the contrary, nothing else awaits you but a donkey kick.

There is no EURO without NEURO

For the art of storytelling to have results and help you achieve your business goals, you need to pay attention to what neuromarketing teaches us.

  • Storytelling generates experiences, memories, and emotions in our brain. That’s what makes it so compelling and irresistible.
  • The “power” of stories lies in two hormones, not in the sensations we start to feel during and after a story.
  • Messages should be transmitted according to previous intentions and goals. Marketers and advertising professionals are those who establish and define these goals.
  • To perform compelling storytelling means to align a marketing story with a brand mission, vision, and values. Avoiding unnecessarily complex messages is another good praxis.

In summary, unless you take into account neuromarketing, it’s not highly likely that your story will reach readers, connect with them, and make excellent results.

Without the NEURO, there’s no EURO.

There’s only a donkey.

A Writing-Friendly Question: What would be your advice for someone interested in performing compelling storytelling?

My name is Stasa Durdic, and I work as a content writer and copywriter. As for me, I prefer not to choose between EURO and EURO. In my opinion, the formula for success is “both EURO and NEURO”. If you would like to know more about me, please read my story or visit my LinkedIn profile. On the other hand, in case you want to get in touch with me, I’ll be happy to offer you my help with storytelling.

Categories: Storytelling


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