Storydoing in marketing.

The field of emotions has been treated in a special way over the years since it has been related to the psychological and neurological proseo, things that in previous years were unknown, now it has been shown that emotions affect the psyche and even neuronal behavior in many cases. Emotions are part of the mind, with them we obtain knowledge to adapt, for conflict resolution and decision making. To be attentive to emotions is to give answers to the vicissitudes of life.

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Much has been written and spoken about emotional marketing, based on the above mentioned importance of emotions in the daily life of man. This time we will focus on the so-called storydoing, which is nothing more than telling influential narratives based on lived experiences, that is, on emotions experienced, so that the content created has that special touch. Storydoing is the result of conjugating the verb empathize and narrate the necessary content for the marketing that is proposed or intended to implement. Working on empathy should be one of the objectives of any digital marketing strategy. It is time to move from simply nice words in the content of brands, to perform valuable, tangible and measurable actions. Especially measurable not only with the increase in sales, consequently measure the power to influence consumers with this type of arguments in the content that is disseminated through marketing, in any of its types.

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With storydoing, we move on to action by building speeches in the form of stories based on persuasion, whose purpose is to motivate emotion and achieve a specific and particular objective with each user. These emotional stories must be based on real lived experiences, so that they cause full identification with the consumer. In the past, emotional contents were argued without experimental basis, simply narrating an emotional story, a marketing producer's creation, but this time a little more is needed, they must be real and convincing experiences, so as to achieve identification with the product.

All this is achieved, as mentioned at the beginning, by connecting with emotion, the customer's emotions must be a priority for the company and the customer must know this, he must feel empathetically accompanied in the process. Hence the importance that the contents created are as close to reality as possible and that they combine sales strategies without forgetting the consumer's own feelings, which is the most important in the fact of purchase and sale negotiations.