{"id":16273,"date":"2019-12-05T12:26:31","date_gmt":"2019-12-05T12:26:31","guid":{"rendered":"https:\/\/www.spielcreative.com\/blog\/?p=16273"},"modified":"2020-05-13T12:09:40","modified_gmt":"2020-05-13T12:09:40","slug":"how-to-tell-a-story","status":"publish","type":"post","link":"https:\/\/www.spielcreative.com\/blog\/how-to-tell-a-story\/","title":{"rendered":"5 Tips to Master Storytelling"},"content":{"rendered":"\n<div class=\"embed-responsive embed-responsive-16by9\"><iframe class=\"embed-responsive-item\" src=\"https:\/\/www.youtube.com\/embed\/HzeDGi5QAgQ\" allowfullscreen=\"allowfullscreen\" frameborder=\"0\"><\/iframe><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Video Transcription<\/strong><\/h2>\n\n\n\n<p>In this video, you\nwill learn 5 great tips on how to craft amazing stories that will help you form\na deeper connection with your audience. <\/p>\n\n\n\n<p>Storytelling isn\u2019t\njust for films \u2014 it\u2019s for businesses too! Well-told stories draw emotional\nresponses from your audience that make them more likely to convert, stay loyal to your brand, and keep making purchases again and again.<\/p>\n\n\n\n<p>Good storytelling\nis a vital ingredient to any successful marketing campaign, so keep watching to\nlearn just how you can make the most of storytelling for\nyour business!<\/p>\n\n\n\n<p>Hi there, I\u2019m  Jess here at Spiel Creative. <\/p>\n\n\n\n<p>Now before we get started, make sure\nyou click the subscribe button and hit the bell so that you&#8217;ll get notified\nevery time we upload a new video to help you with your video marketing.<\/p>\n\n\n\n<p>So, let\u2019s dive right in. <\/p>\n\n\n\n<p>Too many businesses\nthink that providing cold hard facts alone about their products and services\nenough to convince their prospects to make a purchasing decision. However, the\nresults of numerous studies clearly suggest that this isn&#8217;t the case. <\/p>\n\n\n\n<p>In fact, according\nto experts like Dr Gerald Zaltman, a professor at Harvard Business School, up to 95% of our purchase decisions are based on our subconscious\njudgments and emotions, which we later justify with rational reasoning. That\u2019s\nwhy smart marketers use storytelling to connect with our emotional sides,\nmaking us far more receptive to their message.<\/p>\n\n\n\n<p>But don\u2019t take our word for it \u2014\nlet\u2019s take a look at a case study that shows\njust how powerful proper storytelling can be. <\/p>\n\n\n\n<p>Before 2016, the Canadian arm of\nthe popular diaper brand, Huggies, was losing in a big way to its rival,\nPampers, who had 100% of all Canadian hospital contracts. Huggies knew that if\nthey wanted to compete, they really needed to find\na way to forge an emotional connection with expecting mothers to\nconvince them to buy Huggies before arriving at the hospital, instead of\ndefaulting to the brand that the hospital would provide.<\/p>\n\n\n\n<p>After a period of deliberation,\nHuggies realized that actually the solution was right under their nose &#8211; in\ntheir brand name! <\/p>\n\n\n\n<p>By telling the\nstory of how babies benefit from hugs and linking their brand Huggies to the\nmission of leaving no baby unhugged, Huggies managed to create a much stronger\nemotional bond between its brand and its customers.<\/p>\n\n\n\n<p>And the results\ntheir campaign achieved were simply phenomenal. <\/p>\n\n\n\n<p>After Huggies ran\nthe campaign, their sales skyrocketed by a whopping 30%.&nbsp; <\/p>\n\n\n\n<p>Not only this, on\nsocial media, the campaign went viral, generating more than 2 million likes,\ncomments, and shares, with engagement rates that were 300% higher than the\nindustry standard. <\/p>\n\n\n\n<p>So, after hearing\nof Huggies great success, you are probably wondering how can you use\nstorytelling to get results like they did right. <\/p>\n\n\n\n<p>Well, to help you\nwith exactly this, we\u2019ve got 5 great tips, starting with&#8230;. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">TIP 1:&nbsp; SWAP YOUR STORIES FORMAT FROM \u201cBEGINNING,\nMIDDLE, END\u201d TO \u201cNORMAL, EXPLOSION, NEW NORMAL\u201d<\/h2>\n\n\n\n<p>In marketing,\nsuccessful storytelling is all about the transformation that your product will\nbring to its customers. While we all know stories need to have a beginning,\nmiddle, and end, it\u2019s not actually that useful to think about them in quit the\nsame way when it comes to marketing.<\/p>\n\n\n\n<p>Consider this: if\nyou\u2019re following the typical beginning-middle-end model, you could make a story\nabout your sandwich business for example that goes something like, \u201cJordan\nforgot he had a sandwich in his coat pocket, he reached in, he took out the\nsandwich, he begins eating it, and finishes eating the sandwich. Buy sandwiches\nat Jordan\u2019s sandwich store.\u201d.<\/p>\n\n\n\n<p>I&#8217;m sure you&#8217;ll\nagree that the story wasn&#8217;t exactly very inspiring.<\/p>\n\n\n\n<p>However, if you\nfollow the \u201cNormal, Explosion, New Normal\u201d storytelling model developed by\nprofessional storytelling expert Kindra Hall, you have to write your story in a\nway which involves a convincing transformation \u2014 as the structure <em>requires<\/em> that you explain how life was\nbefore your product (i.e. <strong>THE NORMAL),\nTHEN THAT YOU INTRODUCE YOUR PRODUCT (THE EXPLOSION), AND THAT YOU THEN SHOW\nHOW LIFE HAS CHANGED AFTERWARDS (THE NEW NORMAL). <\/strong><\/p>\n\n\n\n<p>Using the normal,\nexplosion, new normal framework, we can now change our story of &#8216;Jordan&#8217; to\nsomething like this:<br>\n<br>\n<\/p>\n\n\n\n<p>\u201cTen years ago, on\nhis birthday, John was starving in the frozen arctic<\/p>\n\n\n\n<p>(the normal). <\/p>\n\n\n\n<p>Just as his body\nwas giving in to hypothermia, he thought of his wife, and remembered the\nsandwich she had left him in his jacket pocket. He reached into his pocket,\ngrabbed down the sandwich which she made, took a bite, and was restored to full\nhealth almost immediately <\/p>\n\n\n\n<p>(the explosion). <\/p>\n\n\n\n<p>John made it back\nhome, where doctors studied him as a medical miracle. Now, John and his wife\npass on their good fortune by making Brighton\u2019s best sandwiches, based on the\nsame exact recipe that saved his life so many years ago Order right now on the\ncorner of first and Broadway.\u201d<\/p>\n\n\n\n<p>(the new normal).<\/p>\n\n\n\n<p>It is Quite a bit\nmore interesting and engaging right? So make sure you consider this framework\nwhen crafting stories for your business!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">TIP 2: TIME &amp;\nPLACE <\/h2>\n\n\n\n<p>Great stories are always\nset in a time and place that helps capture the audience&#8217;s interest right from\nthe get go.&nbsp; <\/p>\n\n\n\n<p>Have you\u2019re ever\nthought of why our favorite fairy tales when you was growing up begin with once\nupon a time? <\/p>\n\n\n\n<p>It&#8217;s important that\nyou consider this when telling your story as providing the right context is key\nto hooking your audience and making it that much more relatable.<\/p>\n\n\n\n<p>And now you know\nwhy our story of Jordan is set 10 years ago, on his birthday, in the frozen\narctic!<\/p>\n\n\n\n<p>Ok, so moving on,\nwe have&#8230;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">TIP 3. INCLUDE A\nRELATABLE CHARACTER<\/h2>\n\n\n\n<p><br>\nThe best stories are always character driven, which means they focus in one way\nor another on the journey of a character that the audience can in some way relate\nwith. Just think of any great story and inevitably it will be associated with at\nleast one great character. <\/p>\n\n\n\n<p>So how do you come\nup with a great character for your story?<\/p>\n\n\n\n<p>Well, as we are\ndiscussing crafting stories for your business, a good natural place to start is\nsurely by understanding your target audience and considering what kind of\ncharacters they would be most likely to relate with. For example, if you are a\nclothing brand with your core target audience being professional men between\nthe ages of 21 and 35, a 25 year old male may be a suitable character for your\nstory. <\/p>\n\n\n\n<p>Not only should you\nthink about the age and gender of your character in relation to your target\naudience, but also consider the persona of your character should be relatable\nfor your audience.<\/p>\n\n\n\n<p>Another key\ncomponent of making your character relatable is having them show some kind of vulnerability.\nNobody is perfect, so your main character shouldn\u2019t be either. Just think of\nsome of the most popular characters of time: Batman, Cinderella, Spiderman \u2014\nthey all have flaws and vulnerabilities that we can relate and therefor empathize\nwith. <\/p>\n\n\n\n<p>The key is to\nensure that your audience can see themselves at least on some level in the\nshoes of your story\u2019s main protagonist, and showing some kind of vulnerability\ncan go along long way in achieving this!<\/p>\n\n\n\n<p>Ok, so now that we\nhave covered the importance of a relatable character, the next tip I will cover\npretty much is the secret sauce which separates a mundane story for a truly\ngreat one which wins hearts as well as minds! <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">TIP 4. ELICIT\nEMOTION<\/h2>\n\n\n\n<p>When I say\n\u201cemotion\u201d, I don\u2019t necessarily mean overwhelming feelings of hope, grief, fear,\nor joy. <\/p>\n\n\n\n<p>Of course, there\nare many cases in which strong emotions are entirely necessary, like if you\u2019re\npromoting an importable charitable cause and really need to move people to take\naction, <\/p>\n\n\n\n<p>But in other\nsituations, it is also fine to go, for more subtle emotions, like the feeling\nof relief you might experience when you realize dinner just got a whole lot\neasier with the help of a new delivery app for example. Those emotions can be\njust as effective as the more intense ones, and they can be harnessed to great\neffect in your campaigns. The key takeaway here is that you really think about\nthe emotional journey you want your story to take your audience on, and not\njust concentrate on the rational hard facts.<\/p>\n\n\n\n<p>But how do you\nactually elicit an emotional response from your story? <\/p>\n\n\n\n<p>Well, in video\nstorytelling the saying &#8216;show, don&#8217;t tell&#8217; really does apply!<\/p>\n\n\n\n<p>So making sure your\nvisuals properly captures the right emotions is absolute key. This means\nalongside have a good narrative, directing the clips in a way which maximizes\ntheir impact is key. This is where using an experienced team can really be of\nhelp.<\/p>\n\n\n\n<p>In addition, to\nshowing, hearing is also key to generating the right emotions. This include\nmaking sure the dialogue used in your script really hooks your audience. Words\nused should be descriptive and catchy try not to let your script get overly\nwordy. As a rule of thumb, alongside &#8216;show, don&#8217;t tell&#8217;, &#8216;less in more&#8217; really\ndoes apply when it comes to dialogue. <\/p>\n\n\n\n<p>In addition, the\nright choice of background music and good use of sound effects are absolutely crucial\nto triggering the right emotions for your viewers. A perfect example of this,\nif you try watching a scary movie scene without any background music or any\nsounds effect. You will notice that its emotional impact drops drastically.<\/p>\n\n\n\n<p>On our channel, we actually\nhave dedicated videos which cover background music and sound effects in detail,\nso if you do need any more help with this, make sure you check out these\nvideos. I have included the link to these videos in the description below as\nwell.<\/p>\n\n\n\n<p>Okay and lastly,\nbut certainly not least&#8230;&#8230;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">TIP 5. HAVE A MORAL\nTO YOUR STORY<\/h2>\n\n\n\n<p>The moral of your\nstory can be something related directly to your product or service, for\nexample, your story can lead to a conclusion such as you &#8216;really care about\nsaving your customers time so they can spend more of it with their family and friends\u2019\nor you &#8216;provide real value for money&#8217;. <\/p>\n\n\n\n<p>However, it doesn&#8217;t\nnecessarily have to be something so specifically related to your product or\nservice. Now another strategy that many successful brands also use is to\nprovide a more generic moral to their story which is then anchored to their\nbrand. For example, although Nike sell sportswear they rarely directly promote\na specific product in their adverts but rather focus on a more generic moral which\nis &#8216;Just Do It&#8217;. This moral inspires people to achieve their goals and dreams\nand this positivity is then anchored to Nike&#8217;s brand and NIKE\u2019s products. <\/p>\n\n\n\n<p>The type of moral\nyou choose to include in your story really depends on the type of business you\nare in and the specific goals of your story. The key thing is that you give\nthis thought and choose the option which is right for your business.<\/p>\n\n\n\n<p>And ladies and\ngentlemen that\u2019s a wrap! <\/p>\n\n\n\n<p>I really hope you\nenjoyed this video and may be you learnt something new. If so, please remember\nto subscribe to our channel so that you get notified each and every time we\nrelease new videos to help you with you marketing.<\/p>\n\n\n\n<p>As always, you can\nalso reach out to us at www.spielcreative.com if you need any further help or\nhave any further questions. <\/p>\n\n\n\n<p>Now what you are\nwaiting for, get out there, and tell your story to the world. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Watch this video to learn 5 Storytelling tips!<\/p>\n<p class=\"link-more\"><a href=\"https:\/\/www.spielcreative.com\/blog\/how-to-tell-a-story\/\" class=\"more-link\">Continue Reading<\/a><\/p>","protected":false},"author":28,"featured_media":16362,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"video","meta":{"footnotes":""},"categories":[190],"tags":[],"class_list":["post-16273","post","type-post","status-publish","format-video","has-post-thumbnail","hentry","category-video-marketing","post_format-post-format-video"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Want to know how to tell a story? (5 Essential Tips)<\/title>\n<meta name=\"description\" content=\"Storytelling can help convert your audience and stay loyal to your brand. Watch this video to learn how to tell a story for your business in 5 easy tips\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.spielcreative.com\/blog\/how-to-tell-a-story\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Want to know how to tell a story? (5 Essential Tips)\" \/>\n<meta property=\"og:description\" content=\"Storytelling can help convert your audience and stay loyal to your brand. Watch this video to learn how to tell a story for your business in 5 easy tips\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.spielcreative.com\/blog\/how-to-tell-a-story\/\" \/>\n<meta property=\"og:site_name\" content=\"Learn How To Grow Your Business With Video Marketing\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/spielcreative\/\" \/>\n<meta property=\"article:published_time\" content=\"2019-12-05T12:26:31+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-05-13T12:09:40+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.spielcreative.com\/blog\/wp-content\/uploads\/2019\/12\/Master-Storytelling.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"855\" \/>\n\t<meta property=\"og:image:height\" content=\"515\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Jessica Jaye\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@admin\" \/>\n<meta name=\"twitter:site\" content=\"@SpielCreative\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jessica Jaye\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"10 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.spielcreative.com\/blog\/how-to-tell-a-story\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.spielcreative.com\/blog\/how-to-tell-a-story\/\"},\"author\":{\"name\":\"Jessica Jaye\",\"@id\":\"https:\/\/www.spielcreative.com\/blog\/#\/schema\/person\/325f4e3631f48ee038fc97bfee7bbb4e\"},\"headline\":\"5 Tips to Master Storytelling\",\"datePublished\":\"2019-12-05T12:26:31+00:00\",\"dateModified\":\"2020-05-13T12:09:40+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.spielcreative.com\/blog\/how-to-tell-a-story\/\"},\"wordCount\":1941,\"publisher\":{\"@id\":\"https:\/\/www.spielcreative.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.spielcreative.com\/blog\/how-to-tell-a-story\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.spielcreative.com\/blog\/wp-content\/uploads\/2019\/12\/Master-Storytelling.jpg\",\"articleSection\":[\"Video Marketing\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.spielcreative.com\/blog\/how-to-tell-a-story\/\",\"url\":\"https:\/\/www.spielcreative.com\/blog\/how-to-tell-a-story\/\",\"name\":\"Want to know how to tell a story? 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