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Glossary overview


Storytelling is a communication strategy that uses texts, pictures, and videos to provide information. Messages and knowledge are conveyed using a story, in order to generate interest and form an emotional connection with the reader, listener, or watcher. Storytelling engages customers, making messages far more memorable. The stories can be anecdotes or experiences and they can be true as well as made-up. Storytelling is increasingly used to communicate directly with a target audience. The content is designed to correspond to customers’ interests and capture their attention. It can be used to achieve different goals: Stories can simply provide information, show problem-solving strategies, contain concrete calls to action, increase customer loyalty, or introduce new thought processes. This way a product or content is promoted effectively and yet discreetly