+. The “Brain Lady”. Susan Weinschenk, Ph.D. Page 66. #1. We focus on the face
. Page 67. #2. Voice makes more meaning. Page 68. #3. Seeing is believing ...
Storyshowing
• My product is the best • It does this and this and this • I can keep reading these bullets points if you like?
First...why are stories so important?
Ideas, in the abstract, are hard to communicate.
I can tell you an idea. Like “don’t walk in the forest alone” or “the world is a dangerous place”.
Digital changes everything
Digital does two things.
More: It enables organizations to broadcast more. To tell more. To publish more. More channels, more opportunity. Volume. Velocity.
Better:
It enables organizations to tell richer stories, better. Images. Sound. Video. Apps. Words. Devices. Senses.
Transmedia
Engagement
Intimacy
Storytelling is the (re)evolution of marketing.
What makes a good digital story?
Here are 8 keys to awesome stories.
#1. Connected
#2. Committed
#3. Customer
#4. Character
#5. Crescendo
#6. aCountable
#7. Consistent
#8. Conversion
Narrative arc.
#9. cEmotional
Stories evoke emotion
They trigger something in our brains (endorphins)
Stories evoke emotions. Emotions release endorphins. Therefore stories release endorphins. (see that Algrebra did come in handy)
Stories help us engage with our audience.
They help us reach intimacy.
Especially when they are shown using all our senses!
Just telling your story isn’t enough. Video makes a story more impactful.
There are 4 scientific reasons.
The “Brain Lady”
+ Susan Weinschenk, Ph.D.
#1. We focus on the face.
#2. Voice makes more meaning
#3. Seeing is believing
#4. It’s all about the motion, sort of…
So when you really think about it, Storytelling + Video is like...
So why is video so critical for your stories? 1. Better chance of getting that initial attention 2. More chances to keep that attention because of all that science stuff 3. The opportunity to engage 4. Engagement leads to a deeper relationship
