Everybody talks about Storytelling...

 
Storytelling.jpg
 

… but what is it? 

We all have heard of it in some way. And we all use it. Everyday… all the time. But how does it really work? And why doesn’t it?

I personally think that one of the major mistakes today is that every content is called story. That’s just simply wrong. Content is not story. But story is content. Confused?

I hope so ;). 

People make content, reports or portraits… and call it story. But it’s not. If you want to have a strong story… your story needs certain key elements. If 1 of those elements is missing… your story won’t work. If we look at it from the marketing side, every strong commercial has all the elements that a story needs… and that’s why they work. And why a lot of them don’t. 

You probably have heard of the hero’s journey. 12 crucial steps a story needs to work. Heard of it? Yes. Know how to implement it?

... that’s where the magic lies.

According to Robert McKee (Hollywood’s story guru) conflict is the most important thing in a story. Lack of it and it will be boring and you won’t have a story at all.

Add to this the common marketing fear “Negaphobia“ (The fear of mentioning and ignoring anything thats negative) and you will just have content...

And who cares? 

Right... Nobody!

 Nice camerawork... ok check. Good actors or models... good check. Beautiful crafted shots. Gorgeous check. 

Does it work? NO!

Why? You guessed it right. NO STORY there. BORING!

In todays fast paced world our brain is oversaturated with beautiful, stunning images. We are used to it. It makes no difference anymore. If you want to stick out from the mud, story is the way to go.

“Story is King” is the main mantra of Pixar. And if there is anybody on this planet who knows how to craft, structure and tell a real story... it’s Pixar. The book Creative Inc. by Ed Catmull will give you lot’s of insights on their struggle to come up with new stories and how they have to reinvent themselves each and every time. As a consumer we only see the final product on the big screen. But the struggle it takes to get it to that level is huge. 

In his recent book Storynomics McKee breaks down some of the most successful commercials today. They all have something in common. The 8 stages a great commercial needs. 

The 8 Stages of Story Design by Robert McKee:

 
McKee.jpg
 

It looks confusing. But it’s rather simple.

We won’t go into every detail here. But what you need is an inciting incident throwing its protagonists life out of balance, changing the core value’s charge either to positive or negative. This will raise the question: “How will this turn out?” That’s where the challenge and the struggle begins… and so does your story.  

Paul Smith narrows it even further down in Sell with a story. According to him you need at least the following 4 elements in your story driven ad. If one element is missing your story wont work. It will just be some average content which will be lost in the noise. 

  1. Lesson

  2. Hero

  3. Challenge

  4. Struggle

Check all the recent successful ads. I’m willing to bet you that each one has at least all 4 elements from Paul if not all of McKee’s 8 Stages.

I know that I’m preaching and that it feels like being on a crusade. But this is the future. Actually it should already be the present. As ad blocks are on the rise. Almost 60% of the millennials are using it and 30% of all the internet users. So your sponsored content won’t be seen by your target audience. 

Sorry to repeat myself again. But the only way to reach them is through story. 

Let’s be honest! How many ad-banners did you recently click? Or how many videos did you share? To make it a bit more challenging: Your own produced content doesn’t count! 

If you shared any... why did you share it? Either it was something so new and exceptional that you have never seen before... or it had a story that touched you in some way.

Boring content is produce every single second, you will need a good story to clear the noise. 

An other point is the longevity of an ad. If you have a powerful or emotional story, your ad might outlive your product. Isn’t it a bummer that you create a very expensive ad or even a campaign and after a few days no one cares anymore (If anybody cared at all.). 

Take “like a girl” from always for example. The ad still performs today. Several years after it’s launch. Why shouldn’t your ad be as powerful? I know it’s hard to go and preach to the naysayers or try to convince your CMO. But story is the future. Each and every brand has the potential. Dare to use it or be ready to eat the dust and be forgotten...

And if you need some help... ;)