What do you aim to get from your video? You’ll probably answer “I want it to go viral” and you are not alone, even in these pandemic times. 🙂 But how does this happen, except for the variable “luck”? Stories, storytelling.
Here are some basic conditions that any video should meet, at least in theory: to be different, to be funny, to excite, to remain in the viewer’s mind, to clarify and highlight some key ideas, to explain, to inform and last but not least, to sell. In fact, the ultimate goal of a video is to sell. The easiest way to accomplish this last and most important goal is to tell a story. Stories tell and stories sell. But what makes the process of telling stories so engaging and interesting?
1. Teleportation to another world – in which the buyer’s way of thinking becomes more flexible. When the viewer finds himself in the thread of the story, he is transported to another world, where he can be more easily persuaded to buy your product. If he is only a spectator of the narrative thread, the viewer can adopt a point of view contrary to the one you are exposing. Identifying with the main character – who successfully uses your product – is what makes him overcome his skepticism and look at himself from another angle, using the product you sell.
2. From an early age we are conditioned to learn from stories. Our school education is based on listening to stories and drawing conclusions. And the lessons we learned from the stories when we were little, were later reinforced by the experiences of everyday life. Although we are now adults, the conditioning remains. That being said, we are still tempted to follow a story to the end and to draw the conclusions that the story suggests.
3. Metaphor – multiple benefits that come in a small package. We are used to comparing. By metaphor, we replace the solution that the customer wants with the product we sell. Useful and versatile, the metaphor explains, engages, evokes and delights. It plays a crucial role in almost any animation, reverberating memories, connotations and emotions. And the more emotionally involved viewers are, the more likely they are to become customers.
4. Create a conflict and offer resolution. Your product must be the solution to the customer’s problem. If there is no conflict in your story, your product will not be needed.
5. Provide the solution as soon as possible. In the case of YouTube ads, after the first 5 seconds you risk losing 75% of your viewers. Don’t give them the opportunity to close the video before they get to know the solution you offer.
6. The unknown is uncomfortable. In order to be bought, a product must become known, familiar. Consumers want to be informed about the product they are buying. They want to know the story of your product. Give them the information they want in the most captivating way possible. Create a connection between the buyer and your product.
7. Choose a theme or style and go for it. People will associate that theme with your product. If the way you present your product differs from spot to spot or from image to image, the associations you are trying to create will be easy to forget.
8. We live in a virtual world where a new video is just a click away. If you can, open directly with a call-to-action. Don’t keep until the end of the story what you want the viewer to do. He may not be following you to the end. Or worse, don’t create a story without a call to action.
There are 3 types of stories that are extremely used in marketing campaigns:
1. The personal story – often found in landing pages – in which you, the one who offers the solution, went through the same problems / symptoms / situations that the customer faces, until you discovered the product that got you positive results.
2. Stories with historical content– simple interesting facts from history, once related to your brand, can turn a seemingly mundane product into an innovative and interesting one.
3. The stories of field experts – is similar to the personal story, but the credibility is given by the tests / research of the experts. Depending on the field in which they are dedicated, experts can be consulted by a simple phone call. In more complex cases, it is necessary to take a truly initiatory journey, to the other side of the Globe, with various adventures, at the end of which you meet a scholar who offers you solutions to your problems.
For further details on how to write the perfect script, check out our dedicated article.
Don’t underestimate the persuasive abilities of storytelling! Stories are deeply rooted in our evolution as human beings and in our thinking patterns. Use them with confidence and we will soon hear stories about your Marketing success.