The first frog answered "Time." "Huh?" asked the third frog. The second frog explained: "Time's fun when your having flies."
That gets me every time. Just kidding...but seriously.
Whether it's ancient tribes sitting around campfires and detailing the myths in the layout of the stars, or modern-day audiences sitting in rapturous silence as the stars of action movies fight to avenge their families, people love stories. Stories are how we shape the world, they're how we understand ourselves, and they're our primary source of entertainment.
That's why if you're going to make a video for your product or company you need to make good use of story-selling.
What is Story-Selling?
Think of a tv commercial. You're probably imagining one of those tacky infomercials showing incompetent people who are desperately in need of the product being sold. It doesn't matter how much that product would actually help you, or what its good points are, because you stopped listening as soon as you recognized the ad for what it was. You shut down. You don't listen.
Why? Because it wasn't telling you a story.
With so many people out there competing for a share of the market place, you need something people will actually listen to. Story-selling is when you create a video that is a virtual campfire that gets your audience to tune out the world around them to pay attention to what you're saying.
Whether you're describing an arc of family tradition going back generations, or trying to capture the tone of the just-between-you-and-me story told in lowered voices over lunch tables, your audience will respond to a compelling story. They won't be able to help themselves, because they want to know what your story, and your company's story, is all about.
Command Attention and Make an Impact
You've seen them, everyone has. Those images and ad campaigns that seem to immediately make sense to us. Of course, certain ad campaigns will appeal to you because of your personal or business interests. However, there are some ads that you just know have a similar effect on most people.
When people describe artists, sometimes they say, "she's got it."
However, vague and formless, "it," seems, "it," describes a formula. Whenever you're looking at, "it," in any form, you're looking at a formula variation that's working. Now there might be several formulas and combinations that work; or times might have changed enough to add a new variation to an old formula or to create a new formula altogether. However "it," is always a formula.
Take a look at some of the following images:
If you agree that they would grab most people in some emotional or thought inducing way, then you can clearly see the power of story-selling and how it can build your brand.
The Four Principles
In a recent Slideshare presentation, NewsCred discusses the four key elements that make up visual storytelling. These four elements apply throughout all visual mediums including both video and print; and all play a strong part in engaging most people who view them, (instead of just a subset). When you view images like these, you instantly understand the story, feel connected to the story and take a side in the story.
Experts have found that authentic images not only garner more interest, but they also make more reliable sales. Articles with images receive 94% more views than plain text articles; and when people click on an authentic image, they are more likely to make a purchase than if they clicked on a fake looking image.
Natural looking images remind people of themselves or people who they know or love. The images are relatable, yet at the same time extremely personal -- intrusive even -- because they show such extreme detail and seem candid and unstaged. Authentic images make your target audience feel as though you understand them.
People respond to highly detailed, crisp, clear images. These types of images engage more of our senses without actually doing so in reality. Viewers feel as if they can taste the food, feel the breeze, smell that flower.
According to NewsCred, visual content with sensory appeal, "makes stronger connections with the brain," because it engages memory and brings to mind past sensations and experiences.
Your visual content must have social relevancy. Though it's not necessary for you to take a political stand, (unless that's the aim of your campaign). All branding must make sense in the national or international social space on an intuitive level, for viewers to accept it.
The right archetype, or hero, is different for every brand; and only you and the marketing experts you work with can decide if he's a representative of the target audience you are marketing to; or someone who they love, or who is important to them. Whoever you choose, when it comes to an ad campaign, your hero is obvious and everyone knows who that person is and some of what he or she is about, before they say a word. This is very unlike movie heroes, that many writers and directors choose to take a long time to expose.
Creating memorable and impactful video to represent your brand is what we do. Contact us today to start the ad campaign you've been dreaming of.