How to perform compelling storytelling? What does it mean to be stuck “between 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. 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 and its effectiveness in the digital marketing field.

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

So, would you like to know 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 in 2012, with the song “Euro Neuro”.

Hence the expression “between EURO and NEURO”.

  • I lent the term EURO from Amadeus to talk about the storytelling results when it comes to marketing: sales, purchases, and profits.
  • I borrowed the word NEURO from Klarić to speak about the relationship between storytelling and neuromarketing.

Finally, when I first saw the video for the song “Euro Neuro”, I liked a lot the role of a donkey in it. Therefore, I decided to use the donkey metaphor to explain how storytelling relates to the EURO and the NEURO.

Speaking to the brain: getting off the donkey

What I thought about storytelling:

We’re prepared to receive stories because:

  • We have ears and can hear.
  • We have eyes, can see, and know how to read.

What Jürgen Klarić taught me:

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 taught me (the song “Euro Neuro”):

  • Having ears allows you to hear that other drivers are pressing the siren.
  • Having eyes helps you realise that you’re slowing traffic.

But the mind is the one that understands the context. The brain interprets the story behind an event or a brand. The brain tells you if it’s time to “get off the donkey”.

Waking up the anguish, increasing the empathy: the donkey in front of the mirror

What I thought about storytelling:

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

What Jürgen Klarić taught me:

The power of the 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.

First, people see issues of other persons, perceives them as if they were their own, and get upset. Second, 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 taught me (the song “Euro Neuro”):

The donkey is stubborn, not blind.

  • If you put the donkey in front of a mirror, he’ll look at the reflection and act accordingly.
  • If you don’t want him to stay in a place for hours, don’t pull the rope. Make his reflection move.

Communicating the message: the donkey between intentions and goals

What I thought about 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:

Explaining stories, we communicate messages.

But in the marketing field, the communication of messages takes place according to our intentions and goals. We define those before starting with the storytelling.

  • Possible intentions: to persuade, to move, 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 taught me (the song “Euro Neuro”):

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.

Simplifying the message: avoiding the donkey’s kick

What I thought about storytelling:

The best stories win prizes.

What Jürgen Klarić taught me:

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

Before you perform compelling storytelling, it’s mandatory to align the story with your business 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 taught me (the song “Euro Neuro”):

The audience is not a donkey. People can understand your story. The problem is, they don’t have time to decipher complex messages.

Therefore, try to simplify the messages. 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. Marketing professionals are those who establish and define those 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, theres no EURO. Theres 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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