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Step-by-step storytelling: Complete guide, books and courses

Storytelling has become an invaluable resource for conveying powerful messages and promoting more effective marketing strategies. It is an art that can be used in different contexts and that is why we want to share with you what we have learned about its application.

What is storytelling and what is it for?

Storytelling is the art of using narrative resources to convey a message to a specific audience. Some of these tales may be factual, exaggerated, or even improvised with the intention of revealing a main idea. Telling stories is one of the oldest jobs and has always had a special place in the collective imagination.

Telling stories is something that anyone can relate to because they are universal, stimulate the imagination, inspire and create communities around them. This ability to create visions and capture ideas has been refined to cover specific aspects of the business world . This strategy is applied by content creators and public relations professionals to represent an organization, brand, startup or entrepreneurship.

Within the context of digital and traditional marketing, storytelling has become a powerful tool to strengthen branding . Many businesses resort to this way of communicating in order to talk about their mission, values, trajectory, specific aspects of their products or services and to publicize their advantages over the competition.

These days, this technique is being more developed by marketers who want to leave invasive advertising behind. In function of leading potential customers or users to action, the “storytellers” appeal to inbound strategies that have turned out to be much more effective. For this reason, storytelling has transcended in different social and professional fields.


Why and when to use storytelling in your company to communicate or sell?

There are many reasons why we want to tell stories: to entertain, educate, sell, promote products, inform and much more. When it comes to a business, there are 3 basic reasons to implement it:

  • Stories bring people together . Storytelling can show a universal language full of emotions and with which many can identify. Regardless of religion, race, or gender, we all respond to stories. This serves to create a sense of community, something that TOMS, Apple, and other love brands have taken advantage of.
  • Messages can motivate and inspire . Knowing how to tell stories can do a lot for a brand, even make it more human. When companies decide to be authentic and more transparent, this helps them to connect with their audience. If you create a narrative around your service or product that motivates and inspires, this leads to the action you expect from your customers.
  • Stories simplify complex ideas . New ideas can often be incomprehensible or difficult to grasp. Stories provide a different perspective on abstract concepts, transforming them into more accessible ideas. This is seen in products like computers, smartphones, cars, and more, which are more complex than we know.

The most common situations to apply brand storytelling are usually:

  • Drive sales through proactive messaging
  • Enhance your brand image with inspiring stories
  • Strengthen loyalty by capturing the public’s imagination
  • Spread the mission and values ​​in a creative way to achieve greater connection

What are the benefits of Storytelling in your marketing campaigns?

Within the business world, this series of techniques has acquired a specific weight to achieve the objectives of marketing, sales and profitability. Depending on the channel and the target audience, you need to adjust the message to achieve the expected results. Whether it’s social media, audio, video, or text, the main benefits associated with storytelling are:

  • It is more memorable . The stories that refer to characters or experiences that we all have at some time, remain in the memory of people. Although using abstract elements can have some impact, if the plot does not have a common thread, it is easier to forget it. Good storytelling connects with the audience and generates emotions, contributing to the presence of the brand.
  • It provokes greater confidence . Through this tool, your advertising campaigns or online ads can use everyday stories that serve to reflect the audience. Once consumers establish that emotional bond by feeling identified, they understand that they can trust a company that is more human.
  • It generates a contagious effect. In this digital age, the success of many campaigns is measured by their degree of virality among the public. When word of mouth or message by message becomes the main way of dissemination, you can be sure that you will achieve the objectives set. This can only be achieved with a clear, emotional, universal and purposeful message.
  • It has a transmedia effect . Thanks to the network and the possibility of publishing your campaigns in different media, you can reach a wide variety of users. Of course, you need to adapt the message to each of the audiences that participate in the different platforms. When you know how to tell stories taking advantage of the limitations of each space, you can achieve a massive diffusion.

Steps to follow to make a good storytelling

Although storytelling is something we do naturally, you have to know how to differentiate between good storytelling and one that causes a great impact on the audience. Whether it’s advertising, branding, or social media, content should be guided by a deep understanding of people’s motivations, emotions, and psychological aspects.

In this sense, there are key elements that make up a spectacular storytelling:

The story must be universal

The art of storytelling is based on talking about the human condition and transmitting the emotions of particular situations. When we take the most important parts of a story, we can analyze the feelings and evocations it contains. So you can recognize each of those details that profoundly affect the audience.

When you are doing a marketing or brand image campaign, you must relate it to everyday events that have made you feel in a unique way. This is what you want to project to the public. For people to have that identification with your message , you need awareness and self-knowledge of the human condition.

The best stories have purpose and structure

Making an impact on the audience is not easy, but it happens when you understand why you should tell a story and its purpose. The strategy of creating stories about what you are passionate about and what to do that have a real purpose, is the most effective. This sense of worth to humanity is what should stand out in storytelling.


There are a number of methods to make a story resonate with your audience. However, the structure developed by scriptwriter Kenn Adams is one of the most used for its simplicity. Known as “The Story Spine”, it begins with: Once upon a time…, every day…, one day…, because of that…, until finally…

Great stories are simple and focused

The public can easily identify a good story. If when you see an advertisement you have to ask yourself what it is about, it is because it is too complex or there are many elements that could be suppressed. Many creators consider that the story should be full of information, twists, dialogue and much more.

Actually, even if you feel like you’re missing out on valuable things, it’s more important to condense so that the audience is more drawn to the narrative. One way to know if the plot is easy to follow is to tell it to a family member or acquaintance who ignores it. So you can gauge their reactions and take note of the questions they ask you.

Great stories are unexpected and surprising

There are many ways to convey messages to make the audience see the importance of touching on certain relevant topics. An effective formula for making a compelling story involves challenging perceptions of reality or changing them in some way. Pondering the big questions can be unexpected for many.

Finding something really unique to tell can take some time. The best storytellers recommend getting rid of the first thing that comes to mind, even up to the 5th idea that occurs to you. The trick is to challenge you to go deeper to find that narrative capable of altering the vision of the world.


The best stories appeal to the deepest emotions

According to psychology specialists, there are 6 basic emotions : fear, anger, rejection, sadness, surprise and happiness. As long as you can understand when or how they are triggered within you, it will be easier for you to appreciate how they affect others. This allows you to better develop how to work with these feelings.

When creating ads for marketing campaigns, you must know how to recognize the different emotions and ask yourself why. This emotional element is what allows you to create more authentic stories that reach deeper to the public. It is important to question yourself all the time to understand your deepest feelings.

A good story has a representative character

People generally want to see the main characters succeed in any storytelling. This applies with greater emphasis to the unexpected hero , who fights against all odds, faces adversity, and is ultimately triumphant. Who doesn’t love a story about someone who rose out of poverty to become a millionaire? That is why these types of protagonists are essential.

Best Books to Learn Storytelling

Although most books related to storytelling are not available in Spanish, here is a list that you can take advantage of and below two best sellers that are must-read (Ideas that stick and the principles of persuasion):

  • Resonance : How to present visual stories that transform your audience . Considered a world authority on presentations, Nancy Duarte gives us this interesting presentation manual that includes a storytelling section. It stands out for challenging the traditional approach, middle and end model, making a powerful argument: only the narrative shapes the information.
  • The Story Factor: Inspiration, influence, and persuasion through the art of storytelling . Written by Annette Simmons, one of the greatest authorities on the subject, it is considered one of the 100 most influential books at the business level. It’s an inspiring story that teaches you to craft stories to improve relationships with clients, colleagues, and bosses.
  • Storytelling: The machine for making stories and formatting minds . This controversial text by Christian Salmon is important to understand what you should not do when you apply storytelling within the company or another context. Although it has a biased and very marked political vision, it has become a reference book among publicists, journalists and academics.
  • Ideas that stick. Based on a 10-year study, authors Chip Heath and Dan Heath set out to answer a fundamental question: Why do some ideas succeed and others not?
  • Influence. The science of persuasion is a passionate subject for those engaged in advertising, promoting brands, driving business, and of course, storytelling. In this book, Robert Cialdini explores several universal shortcuts that guide human behavior.

Principles of the Made To Stick Book on Storytelling

This text by the Heath brothers is intended to be a practical and systematic guide to creating “catchy” ideas that have a long-term impact.

This led them to establish 6 principles under the acronym SUCCESs to identify these ideas and how to build successful strategies:

  • Simplicity (Simplicity) . This premise is not about using fewer resources or simplifying communication, but about finding the essential core of an idea and transmitting it in a compact way. This means that the concise message must have a great deal of meaning to make it stand out. In the book Made to Stick they offer you a series of tools and techniques to fulfill this purpose.
  • Unexpectedness quality . This principle is made up of 2 parts: getting attention through surprise and maintaining attention through interest. If you decide to read the book Made to Stick, there you will find effective strategies to surprise and maintain the interest of those audiences you seek to impact.
  • Concretness . Often specialists tend to become more abstract because their knowledge leads them to see the insights and patterns, ignoring the importance of these details. These kinds of ideas offer too many interpretations and are more difficult to remember or understand. That is why it is necessary to clarify the concepts through a concrete context, add hooks for memory and use a universal language that anyone can understand.
  • Credibility . People often have a tendency to believe certain ideas under the influence of friends, family, experts, personal experiences, and faith. The effective way to build credibility in ideas starts from using internal and external resources endowed with authority. That’s why the Heath brothers recommend using statistics, compelling details, the Human Scale Principle, Sinatra’s Test, and more to convey more credible concepts.
  • Emotions . The use of emotions will be the vehicle for the audience to feel that they care and must take action. In this you will find a series of tools for people to show this interest, such as appealing to self-interest or identity, using associations, focusing on the individual, among others.
  • Histories (Stories) . This last principle is also divided into 2 parts: simulation (knowledge about how to act) and inspiration (motivation to act). If you want to discover more about this premise in the book Made to Stick they teach you to use the appropriate stories or plots to induce action and prepare the public to make the desired decisions.

Principles of Robert Cialdini’s book Influence to influence and persuade

Robert Cialdini argues that these 6 principles , used ethically, can increase the likelihood of influencing someone:


This principle is based on the fact of uncertainty. When people don’t know what to do or how to behave, they look to others to determine their actions . This is illustrated with a simple example: Many hotels are now trying to persuade their guests to reuse towels and sheets. They do it through a small card and its effectiveness is 35%.
In fact, 75% of people who stay in a hotel for 4 nights or more incur this behavior sooner or later. In addition, when these companies include on said card the information that 7 out of 10 people reuse towels or sheets and invite them to do the same, the figures for this behavior rise 26%. Science explains that instead of persuading others, we pay more attention to what others are doing.


It is no secret that most people want to stay true to what they have said or done before . The principle of consistency can be exploited by knowing or observing those small commitments made in different situations. In one study, few people agreed to put up a poster to support a safe driving campaign.

On the other hand, in another nearby neighborhood, 4 times more owners expressed that they would be willing to put the ad. The reason: 10 days before they had promised to put a small postcard in their windows to support this cause, leading to an increase of 400%. To use this principle, you have to look for voluntary, public and active actions and let the clients write them down.


Simply put, most people feel the obligation to return what others have given them first. This can be through a gift, service, or gesture. When someone invites you to dinner, you think about returning the invitation. If someone does you a favor, you feel indebted . In contexts where there is social obligation, we are more inclined to say yes to whom we owe.

This can be illustrated by research done in various restaurants. Maybe the last time you went to eat the waiter gave you a small gift (a mint, a liquor or a cookie) with the bill. From here the question arises: Does it have any influence on the tip? Many will say no. In fact, this gesture means a 3% increase in tip.


The funny thing is that when the gift is double, this percentage does not increase. If it is quadruple, it goes up to 14%. The most interesting piece of information in this study arises when the waiter offers a gift, starts to leave, and suddenly turns around and says, “For you good people, an extra mint.” This action, guided by the form, raises the tips up to 23%.


This principle states that people are more inclined to follow or listen to those who seem credible or educated experts . For example, many physical therapists can persuade patients to do the therapies by displaying their diplomas in the office. This confident attitude also occurs with strangers who wear a uniform rather than casual clothing.
In this sense, science indicates that it is important to point out to people what makes you credible, knowledgeable or an authority. The trick is to give this information through others and not on your own. Interestingly, the person doing it doesn’t even have to be related to you and can even benefit from these types of presentations.


This universal idea refers to the fact that people want more things that are less available. An example of this was the takeoff in sales of the Concorde after the announcement by British Airways that it would no longer fly twice a day between London and New York. Certainly nothing had changed about the service, only that its availability was scarcer.

When it comes to the science behind this principle, it’s not enough to talk to potential customers about the benefits of your products or services. To create that sense of urgency, you need to point out those unique aspects of your proposal and what could be lost if they don’t do business with you.


Although it may seem obvious, people prefer to say yes to what attracts them. For this premise to be fulfilled, there are 3 main factors that people with these qualities must have. That’s why we like those who look like us, who help us achieve shared goals, and who flatter us.


In a study to see how this principle applied to online negotiations, several groups were used. Some had the following instruction: “Time is money. Get to the point”. These participants achieved a 55% settlement rate. Others were told the following: “Before you start negotiating, share personal information to see what they have in common and then close the deal.” In this case, the settlement rate went up to 90%. That’s why it’s important to look for similarities with prospects and genuinely compliment them before doing business.

Common mistakes when doing storytelling

We can affirm from experience that the art of storytelling requires a series of skills that you must cultivate through trial and error. Those who do not develop their creativity and their vision to tell stories are destined not to have the expected results. To avoid this, we leave you some frequent errors when applying this methodology:

  • You skip the action . Few stories are shocking if they do not have action elements to accompany them. By this we mean that there must be some kind of conflict, struggle, obstacle or overcoming that is part of the main plot. When this doesn’t happen, you lose the audience’s attention and don’t connect with it either.
  • You put the focus on the product or service . Modern advertising stories rarely feature a product or service as the main character. Instead, these ads are dedicated to creating an unforgettable experience and connection through deep emotion. Even if you think that what you offer is incredible, it is better to capture the imagination of the public.
  • You complicate the message unnecessarily . While some prefer the mental challenge of a complex plot, most want something they can understand almost immediately. The inclusion of several twists or knots only serves you to let your creativity flow. Create simple, clear stories with the occasional unpredictable situation to achieve the impact you are looking for.
  • You don’t include a CTA . When it comes to marketing, you can’t just leave it in connection with the audience. Any action focused on sales must have a call to action to justify its launch. Remember that storytelling works as a mental switch that is often activated unconsciously.

Tools for storytelling

Faced with the need to know how to tell stories to build the brand, you can appeal to a wide variety of resources available online to make your advertising campaigns or your ads.

If you are going to create panoramic images, we recommend:

  • Autosticth . It is a free software that is compatible with Mac OS and Windows systems. Simple to use, you just have to take several angles of the photo you want to put together and then paste them.
  • Microsoft Image Composite Editor . Also known as ICE, it is a free application for creating high resolution images and advanced panoramas. In addition, it allows you to create panoramic videos from a series of photos and make stop-motion.
  • Hugin Panorama Photo Stitcher . This is another free program to put the finishing touches on an image after pasting it. It includes features such as contrast, color correction, image and control point adjustment, and support for HDR photos.

If you want to make videos for the brand image or make your message known, you have:

  • Animaker . This quality and diversity tool allows you to make a professional video without much effort for a monthly fee of $ 9 a month. It has 50 templates, +300 environments, +2700 objects and +2000 characters for your stories.
  • Renderforest . This platform has a free plan with limited options and a paid version starting at $ 9.99. Here you will find animations, slideshows, professional intros and visualizations with music for your projects.
  • Royalty-free videos . Courtesy of Pixel Publicidad, you have a series of free banks to bring your messages to life by combining video clips.

If you prefer gifs to carry out your marketing strategy for clients and target audience in social networks and other media, you can use:

  • Giphy . Available for iOS and Android, this platform makes it easy for you to create these little animations. You have the option to upload photos or videos, add a link from Youtube, Vimeo or Vine, or use a link from the same portal. After giving it GIF format, you can include the elements you need.
  • LoopVid . It is an application that allows you to capture moments to create gifs with a duration of 1 to 9 seconds. It is ideal to share them on Instagram, Facebook, as a message or through email.
  • GifX . This app has more than 200 GIF effects for you to unleash your creativity. It has 100 skins to personalize your messages, you can add music and you can integrate photos or videos to your projects.

Examples of Storytelling

There are many good brand storytelling references on the web and other media. For now we will focus on 3 to give you an idea of ​​their impact:

  • Warby Parker . Not as well known as other brands of glasses, this company with low-cost products came to the fore for its original and entertaining message. His videos often include clips made by his audience in situations related to the purchase or choice of Warby Parker lenses. They have also included ads based on their donation drives that relate how people react to these gifts.
  • R. Harrys . Although he is not a doctor, his rise in such a competitive market is more than a feat. This brand is an example of how you can fight with giants like Gillette or Schick to get a share of $ 2.4 billion. His secret: a simple man with a fuller life. Its ads describe men enjoying a lake house or taking more time to eat breakfast for a quicker shave.
  • Zillow . This US online real estate is an example of what can be done with good data management. Similar to Spotify, it uses information from 110 million households to bring its blog to life. Some of his most viewed entries include the best places to retire and places with affordable housing for millennials. Among his newest titles: Top 20 cities to do Trick-or-Treating.


Implementing storytelling in advertising, social media, presentations, and other media can be the difference between being successful or not. In business, knowing how to tell stories can push your brand to new levels, generating more loyalty and brand ambassadors.

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How to Create Account in EXMO step by step

In this article you will learn how to register in EXMO in 2022, as you well know it is a cryptocurrency platform to trade, as well as buy and sell digital currencies. Next, we are going to make you a quick and easy guide to create your account.

How to open an account in step by step

Access the official website of EXMO to be able to register for free.

Select “Registration”

At the top right you will have a Registration button, click on it and there you will open a form to place basic data such as username, email, telephone, password and its confirmation, as well as the acceptance of terms and conditions of the platform.

Likewise, if you want you can subscribe to receive news you just have to activate the option. then activate the captcha and click on “Registration”

Phone and email verification

They will send you an SMS to the registered phone to place the verification code and give it confirmation. The same will happen with the email, in which they will send you an email with a link to confirm the account and activate it.


Account Verification

Once you have completed all the registration, you must verify your account, this is quite important that you do it so that you do not have limitations, it is a financial platform and as such, by regulation you must verify your identity and address.

  • For identity, you can do it through your ID, passport or other identity document, also a selfie with the document, you can support yourself by linking the mobile if you do not have a webcam.
  • In the case of the address, it would be verified with a bill for services such as electricity, water or other document where they can verify your location or residence, this is to raise the limits further.
  • For the card, you need to enter your card details and even take a photo and attach it.

Ideally, you should verify everything, but the first thing is the identity, in which you will be required name, surname, middle name in the case you have. Secondly, you will be asked to identify what type of document you are going to use to identify yourself, for example, the DNI.

After that, you must upload a photo of the front and back of the identity document, if you do not have them at hand, you can do it with your mobile and send it to you by mail or web whapsapp or another application, and then upload it from the computer.

Once this is done, it will request a selfie with specific details, where you must write down on a paper the word EXMO, followed by the date of the day of the photo and hold the DNI without covering anything, there you capture the photo and attach it, with these steps you will already be in the process of verifying the identity.

Likewise, you can do it to verify the address with a receipt and in the case of the card you must do the same, they are similar processes quite simple, the idea is that you complete the entire registration process.


Another important point regarding registration is the security configuration in which you can add extra protection and have two-step authentication. Likewise, you can observe other options such as personal information, which you can review carefully.


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How to create an account on Poloniex step by step

In this article you will learn how to register with Poloniex in 2022, it is a cryptocurrency trading platform, where you can trade with margin or leverage and you can also do hodl. Here’s a step-by-step way to create an account on Poloniex.

Go to the official website of Poloniex

Access the Poloniex registration page to later follow the step by step that we will give you to register for free.

Select “Sing Up”

Once you are on the platform you must select in the left menu “Sing Up”, where you must enter the email and password, the latter you must confirm it. Additionally, you must place the referral code (optional), as well as accept the terms and policies that govern this page.

Verify your email

Once the previous form has been completed, you must check the email where a link will be sent for the purposes of verifying the email, in order to continue with the account registration process.

Account access

With the email and password data entered, we select “Log In” and access. Among the important things that there are is the “profile”, where you will have to verify your account.


If you want to apply margin for trading or leverage you must verify your profile in “Upgrade” you will be able to select other aspects that will help you verify your identity, you will probably be asked to upload a file, such as a photo of the DNI or an invoice to verify the address.

Then, in the event that you want to use the future option that allows margin up to one hundred leverage, you have to have verified these things.

This request is totally normal, since it is required by all financial platforms by legal issue, with this you would already have verified level 2 and with it you would not have any type of limit.

Right now, you could make all kinds of deposits, normal purchases with certain fairly high limits.

Two-factor authentication verification

To protect your account you can activate 2FA this is double authentication code, so you must enter a code apart from the password to be able to log in.


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How to Invest in Cryptocurrencies on Skrill

If you are one of those investors who do not like to deal with many complicated orders, but prefer to hold long-term, then Skrill is an excellent alternative for you. With the simplicity that characterizes it.

But the question is, how to invest in cryptocurrencies within Skrill? The answer will be shown in this article.

But first log in to your Skrill account, then you could already start the step by step that will be shown below.

Access Skrill’s Cryptocurrency Investment Options

Like any financial platform, Skrill puts at your disposal tools so that you can invest in cryptocurrencies within yourself, doing so in a simple and comfortable way. To access these tools, below, we will describe the following procedure:

  1. Within the home screen of your account, in the left sidebar, find and tap on Cryptocurrencies.

Important: It is likely that when you enter this section, you will be asked to accept some terms or similar.

  1. Once there, you are presented with different options in terms of cryptocurrencies. From among these, you will select Invest now, clicking on this option.

  1. Once you access that section, you will be shown an extensive list of existing cryptos in Skrill. In each of which, you are given a Trade option. If you click on any of these, you would enter their trading options.

  1. When you have entered the crypto you chose, you will see a Buy – Sell panel.

Ways to trade cryptocurrencies in

In this buy-sell panel or trading box, you will have some options that will allow you to perform these operations:

Steps to buy cryptocurrencies within Skrill

First of all, talking about the purchase of cryptocurrencies in the Instant mode (which is the usual one), you will be able to do the following:

  • Select the currency in which you want to buy cryptos.

  • Set the amount to spend that, for its purposes, must be a minimum of 10 EUR (You are also shown the balance you have available).

  • Select the cryptocurrency in which you are going to invest.

  • See what you are going to receive in cryptos in equivalence for what you have invested.

  • See the commission you will be charged for that transaction.

When you have everything ready, then you can click Next.

After this, you will be able to see the summary of the entire operation; you will be told everything you have added, such as the amount and what you would receive, and also the commission charge, which will be added to the total amount to be spent. If you agree with everything, you can click on Confirm.

Steps to Sell Cryptocurrencies within Skrill

There is not much to comment on in the case of selling your cryptos within Skrill, as they are basically the same steps as in the case of the purchase:

  • You establish the type of crypto that you are going to sell (and that logically, you should own).

  • You indicate the amount of cryptocurrencies to sell directly or, if you prefer, using the percentage indicators.

  • Select the currency in which you want to receive the funds in equivalence.

  • See how much you will receive, in the same way as the previous case.

Having this ready too, you would click Next.

Following this, you must also click on Confirm in a summary similar to that of the case of the purchase, where you will see important data with which, if you agree, you can proceed to the respective confirmation.

Some other options that Skrill gives you to trade

The options you have in Skrill to trade are very practical and easy to use. And for your convenience, they are not numerous. Here’s what you can find on Skrill for when you want to trade on it:

The Portfolio section

In this section you have at hand some useful things for your negotiations, such as:

  • The Watchlist, with which you can keep abreast of the indices of your cryptos in the market.

  • Alerts and orders. With these options you are given the possibility to mark an index within the cryptocurrency, which, if the price reaches it, this will be notified to your email or mobile, as you have it configured.

  • Recent activity. It is the section where you will get your last financial movements, when it comes to purchases and sales, as is logical.

The Trade section

Within this section, you can do what you are told below:

  • Visualization of Graphs. This will allow you to take a look at the stock market movement in a not at all complex interface (you can also see the current trend that the market has in terms of sellers and buyers).

As you can see, the trading system within Skrill is not complicated. They are few and simple options, but with the same utility for people like you who do not want to get too entangled in the stock market issue, but to play it safe, but in a simple way.

This tutorial summarizes it this way so that you have a general idea when investing in cryptocurrencies within Skrill.

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