As for back as time takes us, we know that one constant has risen above all other forms of communication and that is story. Story may evoke images of your children laying down at night and not a targeted means of connecting, but the reason it connects with children and the reason it connects with you is because it's a time tested process.
Story is about a journey where someone overcomes a problem with the help of a guide and achieves success. Think about the Wizard of Oz. Dorothy needs to get back home and finds a trio of guides with their own problems that need a solution. We all know how it ends, Dorothy clicks her heels and returns home. The process of story can be applied to anything; from a company overview to a client testimonial. Your customers and clients are no different than Dorothy. They need someone to help them solve their problems and your business may have a solution to that problem. Stories create stronger emotional bonds and are therefore easier to remember. At Media Masters, we believe there are two pathways to connect with the brain and help it remember; through the heart and funny bone. A story must be genuine. It must be told with emotion. Think about the best commercials from the 2016 Super Bowl, whether serious or funny, they have a genuine story that resonates with us, can easily understand, and therefore remember. According to a Nielsen study, consumers seek a more personal connection in the way they gather information and we believe that happens through one of those two pathways. Consumers are wired to engage with brands that market with story, rather than reciting facts about why they are great.
To hook your audience of potential customers, your business needs to have a great story told with your company as the guide. Whether it's a company overview, customer testimonial or product demo, here's what you need to consider when considering a compelling story:
Media Masters is based in Austin, TX and produces video marketing content for small local businesses to large international corporations.