PRIMBON :: STORYTELLING MARKETING
SOCIALSTACK | 100+++ SLIDES "PRIMBON" SERIES
I make PRIMBON. A series of knowledge about "ONE THING" across internet. Collected, gathered & filtered into keypoints. "Primbon" means a manuscript in Javanese, pass down through generations.
WHAT IS STORYTELLING IN MARKETING?
STORYTELLING IN MARKETING IS THE ART OF USING NARRATIVE TO CONNECT YOUR BRAND WITH CUSTOMERS, EVOKES EMOTION AND ENGAGED
Instead of just listing features or benefits, storytelling brings your brand to life through characters, conflict, and resolution that resonate with the audience.
WHY STORIES WORK: HUMAN CONNECTION
OUR BRAINS ARE WIRED FOR STORIES. THEY TRIGGER EMPATHY, MEMORY, AND EMOTIONAL RESPONSE.
Neuroscience shows that storytelling activates multiple parts of the brain, making messages more memorable and persuasive than raw data or ads alone.
STORYTELLING VS TRADITIONAL ADVERTISING
TRADITIONAL ADS TALK *AT* PEOPLE. STORIES INVITE THEM *IN*.
Rather than selling a product directly, storytelling builds trust and emotional investment, leading to deeper and longer-lasting brand relationships.
THE POWER OF EMOTION IN MARKETING
EMOTION DRIVES DECISIONS, NOT LOGIC.
Effective storytelling taps into feelings—like joy, fear, hope, or nostalgia—to inspire action and brand loyalty.
WHY STORYTELLING MATTERS NOW
IN THE ATTENTION ECONOMY, STORIES CUT THROUGH THE NOISE.
With overwhelming digital content, brands that tell compelling stories win attention, trust, and conversion.
MIRROR NEURONS AND EMPATHY
STORIES TRIGGER MIRROR NEURONS, MAKING US FEEL WHAT CHARACTERS FEEL.
This biological response builds emotional connection and makes brand stories more immersive and memorable.
THE ROLE OF OXYTOCIN
STORIES INCREASE OXYTOCIN, THE TRUST HORMONE.
Emotionally charged narratives build trust and bonding—key drivers in consumer decision-making.
CORTISOL AND ATTENTION
TENSION IN STORIES SPIKES CORTISOL, GRABBING ATTENTION.
Conflict and suspense make audiences focus. It's why cliffhangers keep people watching—and brands remembered.
THE DOPAMINE REWARD
HAPPY ENDINGS TRIGGER DOPAMINE—THE FEEL-GOOD CHEMICAL.
A satisfying resolution makes stories enjoyable, and ties positive feelings to your brand.
HERO’S JOURNEY AND IDENTIFICATION
WE RELATE TO HEROES WHO GROW THROUGH CHALLENGES.
This universal pattern mirrors our own struggles, making the brand or user journey more compelling.
PATTERN RECOGNITION IN STORYTELLING
THE BRAIN LOVES PATTERNS AND EXPECTS NARRATIVE STRUCTURE.
Beginning, middle, end. Conflict and resolution. These frameworks help us process and retain information faster.
NARRATIVE TRANSPORTATION
WHEN FULLY ABSORBED, PEOPLE ENTER A STORY TRANCE.
Narrative transportation leads to higher persuasion, memory retention, and emotional impact.
COGNITIVE BIASES AT PLAY
STORIES INFLUENCE US THROUGH COGNITIVE SHORTCUTS.
Anchoring, confirmation bias, and availability heuristics can all be leveraged through narrative framing.
CHARACTER: WHO'S IN THE STORY?
GREAT STORIES REVOLVE AROUND COMPELLING CHARACTERS—HUMAN OR BRAND.
The audience must relate to or root for them. In brand storytelling, the customer often plays this role.
CONFLICT: THE CORE OF EVERY STORY
WITHOUT CONFLICT, THERE'S NO STORY—JUST INFORMATION.
Conflict creates tension, keeps people engaged, and sets up the transformation or resolution that follows.
RESOLUTION: DELIVERING THE PAYOFF
EVERY GREAT STORY HAS A SATISFYING ENDING.
The resolution shows how the character overcame the conflict—often thanks to your product, service, or idea.
SETTING: CONTEXT SHAPES EMOTION
TIME, PLACE, AND TONE SHAPE HOW STORIES FEEL.
A well-defined setting helps anchor your message in emotional reality—whether it’s a kitchen, battlefield, or future world.
THEME: THE UNDERLYING MESSAGE
THEME IS WHAT YOUR STORY IS REALLY ABOUT.
It could be transformation, freedom, love, innovation, or resilience—something your brand stands for deeply.
VOICE: HOW THE STORY SOUNDS
YOUR VOICE DEFINES YOUR BRAND PERSONALITY.
Is it funny, wise, gritty, professional, or inspiring? Consistent voice builds recognition and emotional trust.
HOOK: THE ATTENTION GRABBER
YOU HAVE 3 SECONDS TO STOP THE SCROLL.
Start with a problem, curiosity gap, bold statement, or emotional trigger. The hook pulls people into the story.
PACING: THE RHYTHM OF THE STORY
PACING KEEPS THE AUDIENCE ENGAGED.
Use rhythm to vary the tension and flow—build up, pause, accelerate, resolve.
TONE: EMOTION IN EVERY WORD
TONE SETS THE EMOTIONAL TEMPERATURE.
It determines whether your audience laughs, cries, trusts, or feels urgency. Match tone to audience and platform.
CALL TO ACTION: THE FINAL STEP
EVERY STORY SHOULD LEAD TO SOMETHING.
Invite the audience to take action—subscribe, try, buy, share, or imagine. Stories must move people to act.
THE HERO’S JOURNEY: A UNIVERSAL BLUEPRINT
JOSEPH CAMPBELL’S STRUCTURE HAS 12 STEPS OF TRANSFORMATION.
It begins with a call to adventure, leads to trials and growth, and ends with a return home changed. Brands can mirror this journey to inspire.
STORYBRAND FRAMEWORK
POSITION YOUR CUSTOMER AS THE HERO—YOUR BRAND IS THE GUIDE.
Created by Donald Miller, this framework emphasizes clarity and puts the customer’s problem at the center of the narrative.
PIXAR’S 22 RULES OF STORYTELLING
PIXAR’S STORYTELLING RULES CREATE EMOTIONAL MAGIC.
From 'Once upon a time...' to 'Because of that...', Pixar-style structures build deep emotional journeys that marketers can adapt.
THREE-ACT STRUCTURE
BEGINNING. MIDDLE. END.
Act I sets the stage, Act II brings conflict, Act III delivers resolution. Simple but powerful structure for clear storytelling.
THE GOLDEN CIRCLE (SIMON SINEK)
START WITH WHY, THEN HOW, THEN WHAT.
Great leaders and brands start by communicating purpose and belief before features or products. It builds loyalty and meaning.
BEFORE–AFTER–BRIDGE
SHOW THE PAIN, REVEAL THE DREAM, BRIDGE THE GAP.
Start with the current problem (before), show what life could be (after), and explain how your brand helps them get there (bridge).
PROBLEM–AGITATE–SOLVE
HIGHLIGHT THE PROBLEM, AMPLIFY THE PAIN, OFFER THE SOLUTION.
This framework drives urgency and positions your product as the relief people have been waiting for.
AIDA MODEL: CLASSIC MARKETING FLOW
ATTENTION → INTEREST → DESIRE → ACTION
Hook them in, build curiosity, stoke emotion, then push for action. Still used in headlines, emails, and sales pages.
FREYTAG’S PYRAMID
A FIVE-PART DRAMATIC STRUCTURE FOR STORYTELLING.
Exposition, rising action, climax, falling action, and resolution—often used in film and fiction, now adapted for marketing arcs.
THE V-MODEL (VISUAL STORY ARC)
A VISUAL DIP INTO STRUGGLE, RISING TO TRIUMPH.
Stories start with comfort, dip into challenge, then rise to resolution—creating an emotional rollercoaster people remember.
CHALLENGE–SOLUTION–RESULTS
BEST FOR CASE STUDIES AND TESTIMONIALS.
Describe the client’s challenge, your solution, and the results they got. Makes stories credible and persuasive in B2B.
FAB STORYTELLING (FEATURES-ADVANTAGES-BENEFITS)
TURN DRY SPECS INTO STORIES OF VALUE.
Each feature becomes a mini-story: what it does, why it matters, and how it improves the user’s life.
4P STORYTELLING: PICTURE–PROMISE–PROOF–PUSH
A FAST, PUNCHY FRAMEWORK FOR SHORT-FORM CONTENT.
Picture the pain, promise the solution, prove it with examples, push to act. Ideal for ads and social media.
SPIN SELLING STORY FLOW
SITUATION → PROBLEM → IMPLICATION → NEED PAYOFF
Used in sales storytelling to uncover needs and deliver tailored, problem-solving narratives.
ELEVATOR PITCH STORYTELLING
BOIL DOWN YOUR BRAND INTO A 30-SECOND STORY.
Who you help, what problem you solve, how you solve it, and what’s different about you—told clearly and emotionally.
START WITH YOUR ORIGIN STORY
YOUR BRAND'S 'WHY' IS MORE POWERFUL THAN YOUR 'WHAT'.
Share the problem you saw, the change you wanted, and how you started. Origin stories humanize brands and build trust.
MAKE YOUR CUSTOMER THE HERO
SHIFT FOCUS FROM YOUR BRAND TO YOUR AUDIENCE.
Your role is not the star—it’s the guide. Help your customers win, and they’ll make you part of their story.
SHOW, DON’T TELL
NARRATE ACTIONS AND TRANSFORMATIONS—NOT JUST ADJECTIVES.
Instead of saying 'We’re innovative', tell a story about how you solved a complex challenge with creativity.
EMBED CORE VALUES IN THE NARRATIVE
LET YOUR STORIES DEMONSTRATE WHAT YOU STAND FOR.
Whether it's sustainability, empowerment, or boldness—values should shine through action, not slogans.
CREATE A RELATABLE CONFLICT
IDENTIFY THE PAIN POINT YOUR AUDIENCE SHARES.
Effective brand stories resonate because they start from real struggles your audience faces—and want solved.
OFFER EMOTIONAL RESOLUTION
DON’T JUST SOLVE A PROBLEM—RELIEVE A TENSION.
Help your audience feel safe, proud, hopeful, or free. Emotional resolution is what builds loyalty.
KEEP THE NARRATIVE CONSISTENT
STORIES SHOULD EVOLVE—BUT NEVER CONTRADICT.
Maintain your core brand narrative across all touchpoints. Inconsistency breeds confusion and distrust.
USE STORY ARCS IN CAMPAIGNS
THINK OF YOUR BRAND COMMUNICATION AS AN ONGOING SAGA.
You’re not telling a one-off tale, but chapters in a longer journey. This builds anticipation and attachment.
MAP STORY TO CUSTOMER JOURNEY
DIFFERENT STAGES NEED DIFFERENT STORIES.
Use problem stories at awareness, trust stories at consideration, and transformation stories at conversion.
FEATURE REAL PEOPLE
HIGHLIGHT USERS, TEAM MEMBERS, AND THEIR STORIES.
Authentic stories with names and faces build credibility. Social proof becomes social storytelling.
BUILD A NARRATIVE UNIVERSE
THINK BEYOND SINGLE STORIES—CREATE A STORY WORLD.
Weave consistent themes, characters, and motifs into all channels—your website, ads, content, and social media.
INVITE PARTICIPATION
GREAT BRAND STORIES ARE CO-CREATED.
Let customers shape the narrative through testimonials, contests, social campaigns, and community engagement.
STORYTELLING ON SOCIAL MEDIA
SHORT, VISUAL, EMOTIONAL STORIES THRIVE HERE.
Use Reels, carousels, or threads to tell micro-narratives. Keep it raw, human, and relatable to boost engagement.
EMAIL STORYTELLING
TURN NEWSLETTERS INTO PERSONAL CONVERSATIONS.
Open with a relatable story, segue into insight or offer, and close with a clear CTA. Make readers feel like insiders.
VIDEO STORYTELLING
VIDEO BRINGS CHARACTERS AND EMOTION TO LIFE.
From founder stories to customer wins, video amplifies empathy. Use cinematic pacing and music to enhance emotion.
WEBSITE & LANDING PAGES
STRUCTURE YOUR HOMEPAGE LIKE A STORY.
Start with a hook (problem), introduce your value (guide), showcase proof (transformation), and end with CTA (action).
ADS WITH STORY ARCS
EVEN 6-SECOND ADS CAN TELL STORIES.
Use fast hooks, visual stakes, and emotional triggers. Short-form storytelling works when it mirrors classic arcs.
TIKTOK & REELS
STORYTELLING THAT’S RAW, FAST, AND FUNNY WINS.
Hook in 1 second, build curiosity, deliver payoff. Use trends, captions, and faces for viral storytelling formats.
STORYTELLING IN THREADS & X (TWITTER)
NARRATIVE THREADS TURN THOUGHTS INTO VIRALITY.
Start with a cliffhanger tweet, unfold the story in steps, and invite reflection or action at the end.
STORYTELLING IN BLOGS
DON’T JUST INFORM—NARRATE.
Weave personal anecdotes or customer stories into educational content. Readers retain stories more than stats.
PODCAST STORYTELLING
AUDIO BUILDS INTIMACY AND IMAGINATION.
Use voice tone, pauses, and pacing to create emotional texture. Great for deep dives into founder journeys or brand missions.
OMNICHANNEL NARRATIVE HARMONY
ALIGN YOUR STORY ACROSS ALL PLATFORMS.
While format adapts, the message stays constant. Every touchpoint should echo the same story world and values.
NIKE: THE ATHLETE'S INNER JOURNEY
NIKE TELLS STORIES OF AMBITION, STRUGGLE, AND TRIUMPH.
Campaigns like 'Just Do It' feature real people overcoming odds. The customer is always the hero, not the product.
APPLE: EMPOWERING THE CREATIVE REBEL
APPLE’S NARRATIVE IS ABOUT INDIVIDUALITY, SIMPLICITY, AND VISION.
From 'Think Different' to iPhone ads, they portray customers as world-changers. The product is a tool of expression.
AIRBNB: BELONGING ANYWHERE
AIRBNB TELLS EMOTIONAL STORIES OF TRAVEL AND CONNECTION.
They spotlight real hosts and guests, creating a global tapestry of personal experiences and cultural empathy.
DOVE: REAL BEAUTY STORIES
DOVE CHALLENGES BEAUTY NORMS WITH RAW, HUMAN STORIES.
Their campaigns celebrate diversity and authenticity, elevating self-esteem as the emotional core of their brand.
PATAGONIA: THE ACTIVIST BRAND
PATAGONIA’S STORIES ARE ABOUT PROTECTING THE PLANET.
Their storytelling highlights environmental battles, responsible choices, and a brand that stands for more than profit.
LEGO: IMAGINATION UNLEASHED
LEGO FOCUSES ON CREATIVITY, NOSTALGIA, AND LEARNING.
Through storytelling in movies, games, and kits, Lego transforms building blocks into character-driven adventures.
WARBY PARKER: THE FOUNDER’S TALE
ORIGIN STORY MEETS ACCESSIBILITY AND STYLE.
They tell stories of building a direct-to-consumer brand that makes glasses affordable, stylish, and mission-driven.
COCA-COLA: HAPPINESS IN A BOTTLE
COCA-COLA STORIES ARE ABOUT MOMENTS OF JOY AND UNITY.
From family dinners to global friendships, their storytelling centers around shared moments and emotional connections.
SPOTIFY: DATA-DRIVEN PERSONAL STORIES
SPOTIFY USES USER DATA TO TELL STORIES ABOUT CULTURE.
Campaigns like 'Wrapped' turn playlists into storytelling moments—transforming users into co-creators of brand narrative.
GOPRO: YOUR ADVENTURE, CAPTURED
GOPRO LETS USERS TELL THE STORY.
Their brand is built on real footage from customers, showing thrill, creativity, and emotion through the lens of experience.
START WITH THE FOUNDER’S STORY
IN B2B, PEOPLE BUY FROM PEOPLE—NOT LOGOS.
Share how the company started, what problem you aimed to solve, and the mission behind your technology or service.
CUSTOMER CASE STUDIES AS STORIES
TURN SUCCESS METRICS INTO TRANSFORMATION NARRATIVES.
Show the before (pain), the journey (solution), and the after (results) in a human, story-driven way—not just a testimonial.
SIMPLIFY COMPLEX CONCEPTS
STORIES MAKE ABSTRACT PRODUCTS RELATABLE.
Use analogies, metaphors, and customer-centric scenarios to make tech feel approachable and emotionally relevant.
BUILD THOUGHT LEADERSHIP THROUGH STORY
SHARE FOUNDER INSIGHTS AS AUTHENTIC NARRATIVE, NOT CONTENT MARKETING.
Tell the story of how you discovered a truth, made a mistake, or learned a lesson. Vulnerability drives authority.
ONBOARDING THROUGH STORYTELLING
USE NARRATIVE TO GUIDE USERS IN YOUR PRODUCT.
Walk them through a success journey—what life looks like before and after using your platform or solution.
SALES ENABLEMENT WITH STORY ARCS
TRAIN YOUR SALES TEAM TO PITCH WITH NARRATIVE.
Use the challenge-solution-result arc to frame offerings during demos and sales calls. It increases retention and emotion.
TURN FEATURES INTO USE-CASE STORIES
EACH FEATURE SHOULD ANSWER: WHO DOES THIS HELP AND HOW?
Wrap features into micro-stories: a persona, a problem, and the result using your SaaS or service.
TURN CUSTOMERS INTO STORYTELLERS
YOUR AUDIENCE HAS THE MOST AUTHENTIC VOICE.
Share customer testimonials, videos, and posts. Let them narrate how your brand changed their life or business.
USER-GENERATED CONTENT (UGC) AS MICRO-STORIES
PHOTOS, REVIEWS, AND SOCIAL POSTS TELL POWERFUL STORIES.
Encourage UGC with hashtags, challenges, and reposts. Reward participation and amplify their stories.
FEATURE COMMUNITY WINS
CELEBRATE USERS AND THEIR ACHIEVEMENTS.
Create highlight reels, weekly spotlights, or blog features. Make your audience the protagonists of your brand narrative.
CROWDSOURCED CAMPAIGNS
INVITE YOUR AUDIENCE TO HELP SHAPE THE BRAND STORY.
From slogan contests to product co-creation, collaborative storytelling builds loyalty and emotional investment.
BUILD A BRAND-LED COMMUNITY
COMMUNITIES ARE THE SOIL WHERE STORIES GROW.
Facebook groups, Discord channels, or forums become ecosystems for storytelling, connection, and advocacy.
NARRATIVE TENSION IN FUNNELS
CREATE A SENSE OF CURIOSITY AND PROGRESSION ACROSS TOUCHPOINTS.
Use cliffhangers, open loops, and suspense in email sequences, landing pages, or ad series to keep users engaged.
TIME-LAPSE STORYTELLING
SHOW TRANSFORMATION OVER TIME.
Before/after visuals, progress diaries, and customer journeys build emotional investment and credibility.
MULTI-CHARACTER ARCS
INCLUDE TEAM, CUSTOMERS, AND PARTNERS IN YOUR STORY.
Weave multiple voices into a shared narrative to show depth, scale, and community—like a brand ensemble cast.
GAMIFIED STORYTELLING
TURN THE BRAND JOURNEY INTO AN INTERACTIVE QUEST.
Use levels, rewards, badges, and achievements to keep users emotionally involved and coming back for more.
AI-ASSISTED NARRATIVE
USE AI TOOLS TO GENERATE STORY DRAFTS, IDEAS, OR VARIATIONS.
Combine your creativity with tools like ChatGPT to accelerate ideation and scale personalized storytelling.
DATA-DRIVEN STORYTELLING
TURN NUMBERS INTO NARRATIVES.
Transform stats into meaningful stories—like '100K customers saved 1M hours using our platform' instead of raw metrics.
SENSORY STORYTELLING
APPEAL TO ALL SENSES—NOT JUST VISUAL.
Use sound, motion, textures, and even smell in physical experiences. Sensory layers increase immersion and memory.
IMMERSIVE FORMATS: AR/VR
CREATE STORIES USERS CAN WALK THROUGH.
Augmented and virtual reality open new doors for experiential storytelling, from virtual try-ons to VR brand worlds.
CHOOSE-YOUR-OWN ADVENTURE STORIES
LET USERS SHAPE THEIR NARRATIVE.
Use polls, chatbots, or interactive videos to offer decision points that personalize the journey.
STORY LAYERING IN LONG-TERM CAMPAIGNS
BUILD EPISODIC STORYTELLING OVER TIME.
Release story arcs in phases or chapters. Keep evolving the narrative to create fandom and loyalty.
USE A FILL-IN-THE-BLANK TEMPLATE
START WITH A PROVEN STRUCTURE TO SHAPE YOUR BRAND STORY.
Example: 'We started because ___, to help _____ with ____. Now, we ___ so that ___.' This keeps the story focused and impactful.
ANSWER THE 5 CORE STORY QUESTIONS
THESE FIVE ANSWERS CREATE THE FOUNDATION OF A MEANINGFUL AND MEMORABLE BRAND NARRATIVE.
1) Who are you? 2) What do you stand for? 3) What problem do you solve? 4) How did it start? 5) What transformation do you create?
WRITE IN YOUR BRAND VOICE
YOUR VOICE DEFINES THE EMOTIONAL TONE OF THE STORY.
Decide if you’re inspirational, humorous, bold, minimal, or poetic. Use consistent language across platforms.
MAKE IT EASY TO RETELL
YOUR STORY SHOULD BE CLEAR ENOUGH TO GO VIRAL BY WORD-OF-MOUTH.
If someone can’t summarize your story in one sentence, it’s too complex. Simplicity = memorability.
MISTAKE #1: MAKING YOUR BRAND THE HERO
DON’T CENTER YOUR STORY AROUND YOUR PRODUCT.
Instead, let your customer be the protagonist. Your role is the guide—the Yoda to their Luke Skywalker.
MISTAKE #2: LACK OF CONFLICT OR TRANSFORMATION
STORIES WITHOUT STRUGGLE DON’T STICK.
If there’s no tension, problem, or change, there’s no emotional hook. Flat stories don’t convert.
MISTAKE #3: INCONSISTENT VOICE OR MESSAGE
A FRACTURED STORY WEAKENS BRAND TRUST.
Keep your tone, values, and narrative consistent across all platforms—social, email, ads, and site copy.
AI-GENERATED STORYTELLING
TOOLS LIKE GPT AND DALL·E ASSIST CREATIVE WORKFLOWS.
Brands are using AI to ideate, write, and personalize stories at scale. Human-AI collaboration is reshaping content creation.
HYPER-PERSONALIZED NARRATIVES
DATA-DRIVEN STORYTELLING ADAPTS TO EACH VIEWER.
From Netflix thumbnails to dynamic landing pages, brands now tailor narrative arcs based on behavior, interest, and identity.
VIRTUAL INFLUENCERS AND SYNTHETIC CHARACTERS
NEW STORYTELLERS ARE DIGITAL, ANIMATED, AND AI-POWERED.
Brands are crafting virtual personas (like Lil Miquela) to narrate experiences, build loyalty, and expand into the metaverse.
AR/VR-ENABLED STORY WORLDS
IMMERSIVE TECH TURNS STORIES INTO EXPERIENCES.
Augmented and virtual reality will enable customers to step *into* a brand’s narrative—exploring product stories firsthand.
NARRATIVE INTELLIGENCE AS A COMPETITIVE EDGE
STORYTELLING BECOMES STRATEGY, NOT JUST CREATIVITY.
Brands that master narrative intelligence—crafting emotionally smart, tech-savvy, data-aware stories—will dominate the next era.