{"id":3895,"date":"2013-12-02T10:27:48","date_gmt":"2013-12-02T10:27:48","guid":{"rendered":"https:\/\/www.im.education\/blog\/cuentame-un-cuento-y-te-lo-compro-el-storytelling-una-herramienta-de-marketing-digital\/"},"modified":"2013-12-02T10:27:48","modified_gmt":"2013-12-02T10:27:48","slug":"cuentame-un-cuento-y-te-lo-compro-el-storytelling-una-herramienta-de-marketing-digital","status":"publish","type":"post","link":"https:\/\/www.im.education\/blog\/cuentame-un-cuento-y-te-lo-compro-el-storytelling-una-herramienta-de-marketing-digital\/","title":{"rendered":"Cu\u00e9ntame un cuento.. y te lo compro. El storytelling una herramienta de marketing digital."},"content":{"rendered":"<div>Cuando cuando era peque\u00f1o y mi madre me contaba alg\u00fan cuento. Escuchaba atento y pendiente la historia. Es m\u00e1s, quer\u00eda saber que iba a pasar antes de que llegara la narraci\u00f3n a cierto punto y si el final no me gustaba, intentaba darle una alternativa m\u00e1s acorde con mis gustos.<\/div>\n<div><\/div>\n<div>Recuerdo como me gustaba ponerme en la piel del personaje, pensar como pensaba \u00e9l, actuar como \u00e9l lo har\u00eda para poder seguir m\u00e1s fielmente las aventuras que viv\u00eda.<\/div>\n<div><\/div>\n<div>Esta \u00a0reflexi\u00f3n \u00a0viene \u00a0al \u00a0hilo \u00a0de \u00a0lo \u00a0que \u00a0se \u00a0ha \u00a0dado \u00a0a \u00a0llamar \u00a0\u201cstorytelling\u201d \u00a0o \u00a0el \u00a0arte \u00a0de \u00a0contar historias\/cuentos como herramienta de marketing.<\/div>\n<div><\/div>\n<div>Como usuarios estamos muy \u201cquemados\u201d de recibir indicaciones y caracter\u00edsticas de c\u00f3mo es un cierto producto o servicio: grande, r\u00e1pido, ligero, barato, exclusivo. Estas definiciones no dejan de ser \u00a0puramente \u00a0subjetivas \u00a0y \u00a0no \u00a0tienen \u00a0porqu\u00e9 coincidir \u00a0en \u00a0absoluto \u00a0con \u00a0la \u00a0apreciaci\u00f3n que del producto tiene un posible cliente en particular.<\/div>\n<div><\/div>\n<div>A m\u00ed, personalmente, hay varias marcas que no han conseguido venderme nunca: unas capsulas de caf\u00e9 \u00a0especialmente \u00a0caras \u00a0y \u00a0rodeadas \u00a0de \u00a0un \u00a0halo \u00a0de \u00a0exclusividad, \u00a0que \u00a0luego \u00a0no \u00a0lo \u00a0son? \u00a0gadgets electr\u00f3nicos con una fruta como logo al que todav\u00eda no he encontrado una excusa para darle un bocado y una marca de cafeter\u00edas del tipo \u201cbuen rollo y ponte c\u00f3modo en el sill\u00f3n\u201d que no cambio por el bar de la esquina, donde me ponen el caf\u00e9 en cuanto entro por la puerta y sin pedirlo.<\/div>\n<div><\/div>\n<div>Ninguna de estas marcas ha sabido contarme la historia que quiero escuchar. Una historia en la que como \u201cmi yo de 7 a\u00f1os\u201d, pueda quedar inmerso en ella y formar parte de la misma. No me interesa formar parte de sus historias, pues son muy ajenas a mi y no representan lo que soy.<\/div>\n<div><\/div>\n<div>Sin embargo, s\u00ed que me interesa la historia de Jorge, el camarero de ese bar de la esquina, que abre todos los d\u00edas a las 7 de la ma\u00f1ana y lo primero que hace es poner en marcha la cafetera. Luego, saluda a los \u00a0parroquianos m\u00e1s madrugadores y sin preguntar, va sirviendo \u00a0caf\u00e9s y cortados que servir\u00e1n para iniciar la jornada a los clientes.<\/div>\n<div><\/div>\n<div>Prefiero la historia del que me pregunta: \u00a0\u201cayer no viniste \u00a0a tomar \u00a0caf\u00e9\u201d, del que se interesa por saber c\u00f3mo me va, \u00a0del que pregunta por mi hijo porque \u00a0ayer lo vi\u00f3 \u00a0en \u00a0la sala \u00a0de \u00a0espera \u00a0del pediatra.<\/div>\n<div><\/div>\n<div>Esas son las historias que a mi me interesan, porque son cercanas y porque son sinceras, porque cuentan algo que significa mucho para m\u00ed y que hacen que me sienta bien, en definitiva porque son como yo.<\/div>\n<div><\/div>\n<div>Con las empresas pasa algo similar: sino sabemos contar nuestra historia y que nuestros clientes se vean \u00a0reflejados en ella, \u00a0dif\u00edcilmente \u00a0nos \u00a0ver\u00e1n \u00a0como \u00a0una \u00a0opci\u00f3n. \u00a0Por \u00a0ello \u00a0es \u00a0importante \u00a0que aprendamos a contar historias que lleguen al coraz\u00f3n de nuestros clientes \u00a0cuanto antes.<\/div>\n<div><\/div>\n<div>Eso s\u00ed, ojo con contar \u201ccuentos\u201d.<\/div>\n<div><\/div>\n<p style=\"margin: 0px 0px 15px; padding: 0px; border: 0px; font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif; vertical-align: baseline; color: #4b4b4b; line-height: 20px;\">Texto: <span onclick=\"openLink('https:\/\/twitter.com\/')\" class=\"n-links\">Jos\u00e9 Manuel Sanz<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cuando cuando era peque\u00f1o y mi madre me contaba alg\u00fan cuento. Escuchaba atento y pendiente la historia. Es m\u00e1s, quer\u00eda saber que iba a pasar&#8230; seguir leyendo<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-3895","post","type-post","status-publish","format-standard","hentry","category-marketing-de-actualidad"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Cu\u00e9ntame un cuento. El storytelling una herramienta de marketing digital.<\/title>\n<meta name=\"description\" content=\"Cu\u00e9ntame un cuento.. y te lo compro. 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