Attention is getting harder and harder to obtain because of the increasing amount of content that is being created and distribution across a wide variety of channels. On the other hand, differentiation is getting harder and harder, for almost every product or service you can find a pretty similar alternative. A good story is the only things that can set you apart and help you get attention.
But, how do you tell a good story? In this article, I will give you five tips for telling better stories for your business.
Keep it Short
When you confuse you lose! Our attention span is getting shorter and shorter and the way we tell stories must adapt. Recent research has shown that our attention span is 3 seconds, shorter than the attention span of a goldfish. The art of advertising is telling your story in as short as possible time-frame. Simply put, the more simple and clear a message is, the easier it is for the brain to digest.
Leave out the Facts
When creating a video for your business it is most likely created to sell something. A Harvard study concluded that 95% of our purchasing decisions are influenced by our subconscious part of the brain. The subconscious part of the brain is reactive to emotions rather than logic, so keep this in mind and leave out the facts.
Spark people’s Curiosity
Not telling everything works. The human brain has a natural tendency to understand, bring structure and make sense of a story. A good story leaves curtain points untouched and open for our imagination. You can trigger the human brain my not giving it all the answers. A simple example, ‘our company is based in the Netherlands, Germany and the US’ or ‘we are a global brand with offices around the world’.
The customer is the Hero
Your brand should not be the center of attention in your story. In every great story, a Hero encounters a problem to be solved, a challenge to be won. You’ll engage more customers when you position your Brand as the Guide to help them.
– The hero has a problem (customer)
– The hero meets a guide (you) who gives them a plan
– The guide calls the hero to action
– The action helps them avoid failure and ends in success
Start with the End
Spark the interests of people by starting with the conclusion. Most stories start with the subject matter, followed by arguments to support the conclusion. Humans have the urge to know how a story ends. Starting with the conclusion is surprising and disruptive and by doing this you challenge people’s thinking. They will immediately come up with their own arguments and stories to try to support the conclusion or go against it. This way we keep people interested to watch until the end in order to find out whether we are right or get surprised.