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‘ONCE UPON A TIME’ - WHY A GOOD STORY IS ESSENTIAL FOR
MARKETING.
Are you sitting comfortably? Well, I’ll begin… Ever since Goldilocks staged a home
invasion of the three bears place, we all like to be told a good story – and a well told
story on film is the single quickest way for your client to absorb, understand and
remember your message and your brand. It’s more powerful than text, a glossy
brochure – or a full page advert.
Supposing you were selling jewellery made of gold plate – its just gold plate. A
tough sell. But what happens if you tell the customer a story. Lets say its gold plate
but the 9ct gold is added by a method devised by NASA scientists for use on Apollo
11 in the first moon landings. Give one of the scientists a name – lets call him Jim
and say that he was madly in love with his childhood sweetheart, Alice. Using a ring
made of his own unique method of laminating 9ct gold he proposes to Alice, she
becomes his wife and amazingly Alice still wears her ring today. Suddenly its not just
gold plate. Actually it is - but the story gave you a moment to catch your customer’s
attention. Turn the story into a short film and you will have engaged the heart and
mind and given the customer information to share with friends. If done well the story
will contain hooks, teasers and cliff-hangers to keep eyeballs. Making a film
compelling is crucial to engage your client.
There are many reasons why a good story can motivate an audience towards your
brand. They are emotional – they create empathy. If you can get to both your clients
heart and mind, you and your brand will be unforgettable. And, in a world of visual
media who wants to read when you can watch? A good narrative on film isn’t easy –
Alfred Hitchcock said you need three things to make a good film; a good script, a
good script and a good script. Get it right and you capture your viewer with the
Trojan Horse of entertainment. Statistic, graphs, facts and figures written down make
the majority of us develop blurred vision faster than a couple of bottles of decent
burgundy and have been forgotten in half the time it takes for the morning after
headache to go-away. But offered in a story experience and your client will remember
your facts and your message and more importantly share it with others. Whatever
your company’s story it is unique to your brand – it will make you far more
interesting to a customer than any advert ever can and most of us don’t even trust
adverts anymore. A good film contains ‘Take Aways’- facts – the kind that people
love to repeat. It should also be irresistible – if well told the story will keep your
client absorbing information about you for much much longer than any advert can. A
good film works for you worldwide, day and night to sell your brand.
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