Getting your Key Messages to Connect
The best stories entertain, inspire and educate. They are written for the person who absorbs them, not the person who tells them. The narrative is created first to serve the needs and desires of the audience to be entertained, inspired and educated, and last to express the teller’s own personality and opinions, which should be allowed to come through without taking away from the original purpose of telling the story. The end goal? An engaging articulation of a message, that makes people feel so good they take it on as an expression of their own personality, which mostly in today’s world means, they share it. This is what you should aim to achieve with your key messaging.
The Psychology of Entertainment
Today’s new technologies lead us to diversify our habits for seeking entertainment and gratification. We no longer only look for the type of enjoyment we typically call pleasure. The more appropriate term for the type of reward response we seek from content today is appreciation1. When content is thought-provoking, it results in us experiencing this appreciation, and in turn that content has a more long-lasting effect on us as we will actively look for more of the same so that we may experience further gratification. A good story in the format of an explainer video engages a person’s attention and leads them to continue to browse your website looking for more to the story that they’re resonating with. Good content is in demand because as humans we want to give our attention to things that entertain us. Now that screens are held in our hands, a mobile-first storytelling strategy widens the possibilities for creating ever more deep and intimate connections between your brand and its audience, appealing to their perceived unique individuality.
Teach What You Know
What does your brand provide that helps people transform? A lot of our clients serve the healthcare industries. They give their customers the ability to provide safer, cleaner hospitals, to save their own time, to tackle the root cause of huge problems, to send hospital patients home sooner, to get a better night’s sleep. What do our other clients do? They coach businesses to reinvigorate productivity goals…they help people transform. If somebody chooses to view your brand video, they will create a story from its content to help them learn and understand what you do as quickly as possible. People like to learn new and novel things. Teach first, sell last.
Inspire the Emotional and the Rational Mindsets
Stories allow us to identify emotionally as well as learn useful information. Research suggests that stories activate the same areas of our brains that would be activated if we were actually experiencing the events. This happens to help us relate to our existing experiences and to understand the perspective of others3. In this way, you can craft a narrative that allows the audience to feel they’ve experienced the problem, the solution and the wider vision of what your brand is trying to build or make possible. In making them feel good and inspiring the idea in them, you are demonstrating the impact of your product or another offering and positioning its value2. The message should indirectly positively reinforce your brand, whilst allowing the audience to feel as though it is about them, as if they could be the hero if they applied it to their own lives.
- Appreciation as Audience Response: https://pdfs.semanticscholar.org/747e/83539c94690417ea9f427800db3f7c731586.pdf
Categorised in: DIGITAL