This is an intro post around a theme that’ll form the backbone of this blog, namely:
harnessing the magical power of storytelling and effective use of digital technology to humanise brands in a new age.
I’ll eventually get to my real first post, in the meantime, watch this video from TED Talk with Director Andrew Stanton (Toy Story, WALL•E and the recently released John Carter) on storytelling. Think about how it relates to your brand.
In a nutshell…
Storytelling is knowing your punchline, your ending.
Storytelling is knowing that everything you’re saying, from your first sentence to your last, is leading to a single goal and ideally confirming some truth that deepens our understanding of who we are as human beings.
We all love stories; we’re born for them.
We all want affirmation that our lives have meaning, and there is no stronger affirmation than when we connect through stories.
“There isn’t anyone you couldn’t learn to love, once you’ve heard their story.” (Quote that Mr. Rogers kept in his wallet.)
The greatest story commandment is to make the audience care—emotionally, intellectually, aesthetically.
A good story makes a promise that it will lead you somewhere worthwhile.
That promise, if told well, will propel you through the story to the end.
The audience wants to “work for its meal”. In other words, people are prepared to follow a compelling story without necessarily knowing where it will lead in order to get to the conclusion. They are willing to make the effort
“The Unifying Theory of 2 + 2″: Don’t give the audience “4″; give them “2 + 2″and let them work out the answer themselves.
The elements you provide and the order in which you place them are crucial to whether you succeed in engaging the audience or not.
A good story is inevitable but not predictable.
All well-portayed characters have a goal that they want to achieve.
Change is fundamental in story; if things go static, stories die because life is not static.
“Drama is anticipation mingled with uncertainty.” — William Archer, British Playwright.
You need to craft your story so that it builds anticipation.
Construct honest conflicts that create doubt about what the truth might be.
Storytelling has guidelines, not hard and fast rules.
A strong theme always runs through a well-told story.
The big question: Can you invoke wonder in your audience? Wonder is honest, innocent and can’t be artificially invoked.
The ability to instill wonder in others, to hold them still for a brief moment and make them surrender to wonder, is one of the greatest gifts one person can give to another.
The best stories infuse the audience with wonder.
When developing your stories, use what you know. It doesn’t always mean plot or fact. It means capturing a truth from your experience and expressing values you personally feel deep down to your core.
Managing Director & CSO at Sandstorm Digital FZE (@SandstormDigi) - a content marketing agency with offices in Dubai, Amman & Cairo.
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