One of the oldest forms of communication, stories have deep reaching effects. They have been used throughout the ages to teach and influence people everywhere. In this module, you will learn how stories affect us and how we can use them in our marketing campaigns to connect and engage with potential clients and customers.
Everybody loves a good story! Keeping someone’s attention while telling a story requires the teller to rise to the occasion to make it interesting. How can you do that? You can use images or video and you cab also use expressions if you are telling a story. Facial expressions, as well as, voice inflections help people relate to what’s going on in the story.
When compared to just presenting the facts, stories have more power to influence. Scientist have demonstrated that stories connect both sides of the brain, making it easier for people to retain information and release chemicals in response to what is happening to the charcaters in the story. When we identify with a character in a story, mirrior neurons are stimulated and the charcater’s feelings seem to become a mirrior of our feelings.
Most stories have certain elements, like: who are the characters and what traits do they have, what will make them relatable to your viewer. If your viewer identifies with the character, they will be interested in the outcome of the story. What’s the plot or story itself? What happens? There are different types of plots and different points of view you can use to tell a story.? Where does it take place? This is important because it helps set the tone. The tone of a story can be sinister or joyful depending on what the purpose or theme of your story is. Do you use a hook to get your viewer’s interested or do you tell them the outcome right up front and then entice them with the journey to get there.
Conflict to Resolution. Stories don’t become interesting until something happens that presents a dilemma or conflict (something the character has to deal with or overcome). People want to root for the underdog and if they can see themselves with the same or a similar problem and then witness the character as a hero because he or she resolved the dilemma or conflict they are more able to see themselves overcoming their issue. Being in the position of guiding them to resolve their problem helps you or business gain authority and become to go to person.
In this module you’ll see an example of telling a story and then you’ll hear the same story presented in a more entertaining way. Using enthusiasm and some inflection in your voice can go a long way in keeping your viewer’s attention and making the story more memorable. Adding a little humor can make it fun and still get your message across. The well- known copy writer, David Ogilvy said: “Tell the truth, but make the truth fascinating. You know you can’t bore people into buying you product, you can only interest them into buying it”
Visual Storytelling from the First Person Point of View: This is about you telling your story. You can stand in front of the camera and tell your story or a story about your business. If you have any photos or video footage, these visual elements can keep your video moving along and make it interesting. People want to know who they are dealing with so it is important for you to get in front of the camera and tell your story. The more you do it, the easier it becomes.
Visual Storytelling from the Second Person Point of View: This perspective is about your viewer. If you know your target market well, this is a great way to speak directly to them and address their problems and present a solution. Whne they watch your video, you want them to think: “yes, that’s me.” Remember, it’s all about them and what you can do to help them.
Visual Storytelling from the Third Person Point of View: Here you are telling someone else’s story. It could be about an employee or a customer that got great results using your product or service or it could be about a lesson someone learned. You want your customer to relate to that character, so if your viewer has the same or a similar situation they’ll be waiting to find out what happened.