00:00 intro
00:47 why is this structure better for storytelling marketing
01:50 an example for an advertisement
02:54 an example for your brand storytelling
04:08 tips on brand storytelling
04:29 other characteristics of a good relatable story
05:40 let’s sum up!

VIDEO TRANSCRIPTION:

TODAY I’M DOING THIS VIDEO BECAUSE I CREATED THIS POST ON INSTAGRAM ABOUT HOW TO WRITE A STORY AND I RECEIVED A LOT OF MESSAGES ABOUT IT.

WHAT I WROTE IN THAT POST WAS THAT A GOOD STORY IS MADE BY A NORMALITY, AN EXPLOSION AND A NEW NORMALITY.

I RECEIVED MESSAGES THAT WERE SAYING: ISN’T A STORY MADE OF BEGINNING, MIDDLE AND END? OR INTRODUCTION, DEVELOPMENT, AND CONCLUSION?

YES AND YES. WE’RE ALWAYS SAYING THE SAME THING. I USED THOSE WORDS BECAUSE THEY’RE PERFECT FOR ADVERTISEMENT AND BRAND STORYTELLING.

LET’S BE CLEAR, I DIDN’T CREATE THEM, I’M JUST USING THEM.

SO WHY ARE THEY BETTER FOR STORYTELLING MARKETING?

IF YOU THINK ABOUT IT, WHEN YOU HAVE A GOOD ADVERTISEMENT YOU HAVE FIRST A SITUATION WITH A PROBLEM TO BE SOLVED OR A GAP TO BE FILLED. THIS SITUATION HAS CHARACTERS WE CAN RELATE WITH, WITH A PROBLEM WE KNOW.

THEN, SOMETHING HAPPENS, THE PRODUCT OR SERVICE COMES IN AND CHANGES EVERYTHING. THIS IS THE EXPLOSION. SO THE PRODUCT OR SERVICE ARRIVES AND CHANGES THE SITUATION. WE HAVE THE CAUSE AND ITS CONSEQUENCE.

THE END ARRIVES WITH A NEW NORMALITY. WE SEE AGAIN THE CHARACTERS GOING BACK TO NORMALITY, BUT IT’S NOT THE SAME ONE AS BEFORE. IT’S A NEW NORMALITY, A BETTER ONE I HOPE.

CAUSE IN A BOOK OR MOVIE, THE NEW NORMALITY CAN ALSO BE WORSE, IN AN ADVERTISEMENT IT HAS TO BE BETTER. 

EXAMPLE: NORMALITY – PETER IS GOING TO WORK LIKE EVERY SINGLE DAY AND HE FORGOT HIS KEYS AT HOME. HE GOES BACK HOME AND NOBODY OPENS THE DOOR CAUSE HIS PARTNER IS AWAY FOR A TEAM BUILDING TRIP.

SO AS USUAL IN THESE SITUATION, HE GOES TO HIS FRIEND CARL.

THERE, HE STARTS TO COMPLAIN ABOUT THE FACT HE OFTEN FORGETS THE KEY AND THAT THERE’S NOTHING THAT HELPS HIM REMIND THEM.

CARL SAYS: “I’M SURE YOU NEVER FORGET YOUR PHONE, SINCE YOU WORK WITH IT.”

EXPLOSION – BUM, SOMETHING HAPPENS: PETER CHANGES HIS FACE AND EXPLODES: “WE CAN CREATE A KEYCHAIN THAT MAKES YOUR PHONE RING WHEN THEY’RE TOO FAR FROM ONE ANOTHER!”

EUREKA! AND THAT’S HOW AIR TAG WAS BORN.

NEW NORMALITY – WE SEE A HAPPY PETER WITH HIS AIR TAG.

NOW, LET’S USE THIS STRUCTURE FOR YOUR BRAND STORYTELLING. IT’S THE SAME THING AS FOR AN ADVERTISEMENT. YOU NEED TO HAVE A SIMPLE AND CLEAR STORY TO TELL.

WE ARE A PERSONAL TRAINER

NORMALITY: I ALWAYS WENT TO THE GYM AND WHAT I SAW EVERYDAY WERE MISTAKES AFTER MISTAKES THAT COULD RUIN PEOPLE’S BODIES, POSTURE, MUSCLE. FROM NOT WEARING THE RIGHT SHOES, TO USING THE MACHINES IN A TOTALLY CREATIVE AND WRONG WAY.

EXPLOSION: I AM A CERTIFIED PROFESSIONAL TRAINER AND I THOUGHT I COULD HELP THEM BETTER THEIR LIVES BY TEACHING THE RIGHT MOVEMENT. I STARTED TO DO SO AT MY GYM AND I MADE PEOPLE HAPPY.

THEN I THOUGHT: ONLINE I COULD REACH AND HELP EVEN MORE PEOPLE, THAT’S WHY I CREATED RIGHT MOVEMENT TRAINING!

NEW NORMALITY: BY NOW I HELPED THOUSANDS OF PEOPLE REGAINING GOOD POSTURE AND A BETTER HEALTH.

MIC DROP.

SO THIS IS A REALLY SIMPLE YET EFFECTIVE WAY OF ATTRACTING PEOPLE WITH A STORY.

YOU DON’T HAVE TO FIND BAROQUE WORDS AND COMPLICATED SITUATIONS. PEOPLE WANT TO SEE THEMSELVES IN THE STORY IN ORDER TO KNOW IF YOU’RE THE RIGHT CHOICE FOR THEM.

SO, WHEN YOU CREATE A STORY REMEMBER: NORMALITY, EXPLOSION, NEW NORMALITY.

KEEP IT CLEAR. KEEP IT SIMPLE. KEEP IT SHORT.

OTHER THINGS THAT HELP YOU DEFINE YOUR STORIES ARE:

• IDENTIFIABLE CHARACTERS
• AUTHENTIC EMOTIONS
• SIGNIFICANT MOMENT
• SPECIFIC DETAILS

SO, USE CHARACTERS PEOPLE CAN IDENTIFY THEMSELVES WITH. IN OUR FIRST EXAMPLE WE HAVE PETER, A NORMAL GUY, WITH A NORMAL JOB IN A NORMAL SITUATION.

GIVE AUTHENTIC EMOTIONS TO YOUR CHARACTERS: PETER IS FRUSTRATED AND WE CAN TOTALLY UNDERSTAND WHY AND MAYBE WE ARE ALSO FEELING THE SAME IF WE RELATE WITH THE SITUATION.

IN YOUR STORY THERE SHOULD BE A SIGNIFICANT MOMENT, USUALLY IS WHEN YOUR PRODUCT OR SERVICE COMES IN. IN OUR CASE THE CONVERSATION BETWEEN THE TWO FRIENDS.

FINALLY, DETAILS: IF YOU CAN ADD SOME DETAILS TO YOUR STORY, IT CAN MAKE IT EVEN MORE REAL AND RELATABLE. IN OUR CASE WE HAVE A DETAILED SITUATION WITH THE KEYS.

LET’S SUM UP!

A STORY HAS TO HAVE A NORMALITY, AN EXPLOSION, AND A NEW NORMALITY.

AND IT’S BETTER IF IT HAS ALSO IDENTIFIABLE CHARACTERS, AUTHENTIC EMOTIONS, SIGNIFICANT MOMENTS AND SPECIFIC DETAILS.

I HOPE THIS HELPS YOU FIGURING OUT HOW TO DEFINE YOUR BRAND STORY!

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CIAO!