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　　英文內(nèi)容營銷中流行一個詞叫做storytelling，直譯成中文就是“講故事”。內(nèi)容營銷的本質(zhì)，就是把自己的故事用別人喜聞樂見的方式表達(dá)出來，激發(fā)受眾的閱讀興趣，搭建品牌和客戶之間橋梁的關(guān)鍵。

　　大腦研究學(xué)者 Neil Patel 用信息圖的形式將我們的大腦進(jìn)行深入的解剖，得出一個振奮營銷界的結(jié)論craftsmanship："Storytelling 是最有效的提高用戶參與度和說服用戶的方法"。

　　最好的公司會講述兩類故事，來建立強(qiáng)大而持久的品牌。一種是創(chuàng)世紀(jì)故事，重點(diǎn)是公司的創(chuàng)業(yè)傳奇craftsmanship；一種是顧客影響型故事，講的是公司的產(chǎn)品、服務(wù)給人們的生活帶來的積極影響和改變。鮮明的主題、個性化的人物、豐富且有沖突的情節(jié)、感同身受的細(xì)節(jié)缺一不可.

究竟怎么才能玩好故事營銷? 以下是前輩總結(jié)的五個要點(diǎn)：

1.故事要揭示出品牌的獨(dú)特個性;

2.故事的內(nèi)容要具有戲劇性沖突;

3.要與時俱進(jìn)地更新自己的品牌故事;

4.營造帶有消費(fèi)者體驗(yàn)過程的情感故事;

5.選擇最能傳遞品牌理念和精神的故事傳播形式。

作為一種創(chuàng)造性營銷方式，故事營銷聯(lián)姻新媒體傳播，為企業(yè)品牌傳播開拓了更加自由寬廣的新空間。

以下是轉(zhuǎn)自www.forbes.com的文章：How emotion & Storytelling Make A Difference In Luxury Watch Sales供于您延伸閱讀。

注意文末有小調(diào)研哦craftsmanship！

　　How Emotion & Storytelling Make A Difference In Luxury Watch Sales

Ariel Adams ,

CONTRIBUTOR

　　We buy luxury items strictly because we want them, and not because we need them. For items like watches and jewelry, this concept is taken to an extreme. Take for example a luxury car. People still need to drive and travel from point A to point B. They might choose a more expensive car over something more basic, but at the end of the day they still need some type of vehicle. Jewelry on the other hand serves no utilitarian purpose, and timepieces - while functional at heart - are easily supplanted by more modern technology. So, we want timepieces and jewelry, but we don't need them. This leads to some interesting psychology when it comes to how we make purchasing decisions.

　　As part of my larger mission in trying to explain this behavior of buying luxury watches, as well as which items we choose, I've spoken to a colleague and expert who is more in tune with some of the emotions involved in how desire is created for luxury items. Maria Doulton has been writing about timepieces and mostly jewelry for more than 15 years. She is also the founder and editor-in-chief of TheJewellryEditor.com. As as jewelry expert, she not only understand what gets people excited about jewelry, but also the stories jewelry makers share that create the emotions which lead to desire, and ultimately, purchases.

　　Maria does something interesting that I can appreciate, also being an editor. As part of her normal coverage, she helps shape the tone of what types of jewelry are popular, using her good taste and opinion. Unlike most journalists who simply comment on what is new and what is trendy, Maria helps frame the discussion by sharing what she feels should be popular, should be trend-worthy, and should be of interest to consumers. It is very similar to what I do with watches on aBlogtoWatch. So let's see what Maria has to say on how emotion and storytelling makes a difference in luxury watch and jewelry sales.

　　Ariel Adams:It has been mentioned to me on more than one occasion that people don't need luxury items, but rather they want them. Why do you think people want them despite knowing we don't need them?

　　Maria Doulton:I wonder if luxury is not the right word. Perhaps people are looking for something enduring that is beautifully conceived and created, be it a watch or a jewel. An object that gives pleasure, reassurance, or confidence each time it is worn. Something that speaks to you year after year, even generation after generation. I certainly feel that way about the Jaeger-LeCoultre Reverso I wear almost every day or the Fernando Jorge earrings I was just given by my husband that make me smile just seeing the optimistic and bright combinations of colours, the creativity, and their meticulous craftsmanship. And of course we don't need any of these things, but we treasure them, on whatever scale we can, from modest to hugely extravagant. Treasuring something is an inherent part of our nature.

　　AA:The best luxury brands and watchmakers are keen to focus on their brand's history and heritage, why are these stories so important to their end consumers?

　　MD:It takes many years to perfect a product or a complex production process, so a brand that can claim to have 'done that before' has an advantage in marketing traditional products such as mechanical watches, hand-printed silk scarves or jewellery. People like the idea of continuity and the fact that, say, the same family has run a jewellery atelier in Paris for three generations. It gives a sense of permanence and validity, something that we lack in our daily world of ever constant change and innovation.

　　AA:New watchmakers without a clear personality tend to not do so well, but those with a distinct "face behind the brand" fare much better. Why do you think that is?

　　MD:However sophisticated, luxurious, or technically advanced a product, we still want to know the face behind the creation. If we know the thought process, the inspiration, the philosophy of the creator, we can more fully engage with the product. Just think, although we didn't need to meet Steve Jobs to know that his products were good, we were all fascinated with Steve Jobs and wanted to know more. Once he explained his vision, it was evident in each and every product from Cupertino. Knowing his thoughts helped us appreciate Apple products more.

　　AA:Do you feel that stories in the watch industry are the same as in the jewelry industry? Or are they distinct?

　　MD:There is a lot more room for creativity in the jewellery industry than in the watch world, as there are no cogs and wheels to worry about. So a young jewellery designer can bring a product to market much more freely than a watchmaker. This is why it is rarer to see young, independent, small watch brands succeeding. Making a watch requires significant investment, logistics, and patience, while a brilliant jewellery designer will face fewer obstacles in presenting his finished piece.

　　This means that the stories are quite different, as the main focus is not mechanical mastery, but design. And of course there are the stones, and people like to know about these: where they came from, how a particular color was formed and what are its distinguishing qualities. In my experience, watch stories focus on the design, the process of its creation, and its technical and material qualities.

　　Because jewellery is such a visible part of social history and decorative arts, it is very relevant to look at the inspiration of a design and its historical context. I think people like to know that, for example, a new design from Cartier was in fact inspired by an archive illustration from the last century. So storytelling, in my opinion, is an important part of writing about jewellery, not solely a marketing tool for the brands. No design is created in isolation and jewellers like to share their sources of inspiration.

　　DFE小調(diào)研

主 編：Jason@DFE

編輯：Ina@DFE