When it comes to staying ahead of the competition I have been writing a lot about experiential marketing and visually helping your customers and audience identify with your brand or products. This is the cornerstone of today’s marketing as people don’t want to be sold, they don’t want to be told your product is better than another, they simply want to understand how you are going to make their lives easier, better and more fulfilled. Kevin Cleary (CEO of Clifbar) laid out his future for the company today with an ending note that sticks with me. When asked how he planned on executing on the new (but always part of ) slogan for the company “We Feed and inspire the Adventure in all of us” he simply said “We have a lot of stories to share…”.
What this meant for me and in my business is that it is obvious that there are companies out there that get it, get that stories are a huge part of a companies culture and how they can relate to the customer and are committed to sharing those stories online including the employees’ stories. How is your company preparing to tell those stories?
Story telling is innate in our DNA. It allows us to share moments that matter to us, give relevance to our experience and ultimately share knowledge to improve how we connect with each other. Story telling is truly a three-dimensional communication.
Promo videos are created to be one way – you talk to a group of people. Recent marketing or content marketing dives into two-dimensional marketing as you create a compelling video and post it on social platforms you begin a conversation. This is powerful alone, but there is a third place where story telling should take you. This third dimension I reference includes the story teller, the audience, but both now are transported to a third place, a shared experience. In fact, there’s brain science to support this premise. When you experience a story, the neurons in your brain fire the same way they would if you were engaged in story yourself. Stories not only spark attention, they inspire empathy.
Storytelling packs such power that every other form of communication is flat and feeble by comparison. It isn’t until you have told a story that you understand just how impactful it can be.
Good story telling is hard to come by, but as I like to say “You can’t make this sh-t up”. It’s as genuine as the people telling it. Sometimes the most unscripted interview becomes to most compelling content you never expected.
What cause or pain point is your audience feeling that your product or service solves? This is the pulse that you want your audience to feel once they watch this video. Good stories have a protagonist. That means they are about living beings, not features and benefits. The most compelling stories have a real person, animal or other form of life. Look for the person who personifies a broader truth. That will pique people’s interest. You have to awake the heart before you can engage the mind. Storytelling does this well.
Have your audience feel as if they could be in the middle of the story. The best stories not only transport someone, they make that person want to do something about what they are hearing. If you are trying to get someone to see a new perspective or act on a problem, choose a story that conveys the stakes and the sense of urgency — and the path to making things better. Don’t overwhelm people with the all that is wrong with the world. Share with them just how they can personally impact the world with their involvement. If they can imagine themselves the hero of your story, they will want to get involved.
You have a complicated concept, but keep it simple. Your product or service may have 20 or more points of improvement, but don’t confuse your audience with details as more information doesn’t make you more convincing. You want a succinct narrative that people can repeat easily. Bring the story, make the point and leave them wanting more.
Here are some examples of my own. Two very close to my heart campaigns that I am working on #CodeSTEMI and #CPR360. Yes these are hashtags that can be found on all social media sites, but type them in and see what you find. Both of these concepts are driven by the notion that there are amazing healthcare systems out there that have a story to tell, whether its a complete system of care that has saved the lives of thousands of people or one Dr. that has improved the science of what CPR can do for survival rates they are both genuine to all people and we all will face cardiac arrest sometimes in our lives, but how we respond to it and how our first responders are trained make all the difference in the world.
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