Storyteller Secrets

Hidden Stories

58b876ae0795aI came across an old newspaper from the 1920’s and was surveying the want ads when I spotted a business looking for a computer to help out in their accounting department.  A computer in the 1920s? A computer then was a human who had excellent math skills.  In fact, in the movie, “Hidden Figures,” the women working for NASA in calculating data were also called, “computers.”  Imagine, the original IBM 360 cost $5 billion dollars and had a processor that could perform 34,500 instructions per second.  Now compare that to today’s laptops that can cost a few thousand dollars and process two billion instructions per second?!

 

Farmer Sowing by HandBack in the 1700’s, a farmer sewing his fields had to take a handful of seeds from his pouch and then as hard as he could he would cast them out into his field as he walked —hence the word broad casting.  The word changed in the 1920’s, as radio towers began to cast out their radio waves to a broad area.  Today, broadcasting is used when you use your cell phone with an app like Google Live, Periscope, Streamup, YouNow, LivesStream and other App software.  Except your broadcast is no longer local but literally globally.

Periscope-broadcast

Building-a-Proper-Wood-Fire-in-Your-Home-FireplaceBack in the 1600’s, the backlog was quite literally “the largest log, located toward the back of the fire.”  It was a way to keep the fire burning.  A few centuries later the meaning came to be known for “something stored up for later use.”  Today, backlog has the meaning, “that things are being held up,” but it has started to evolve into a TODO app to help organize schedules, times, and orders.  So, maybe it’s still a way to keep the fire from burning out.

MV5BNzQzOTk3OTAtNDQ0Zi00ZTVkLWI0MTEtMDllZjNkYzNjNTc4L2ltYWdlXkEyXkFqcGdeQXVyNjU0OTQ0OTY@._V1_UX182_CR0,0,182,268_AL_In the 1300’s, a matrix was a “pregnant animal” or “breeding female.”  The word later became known as the womb or enclosure.  This seems to be the strongest sense at play in the 1999 film, “The Matrix: humans trapped inside the ‘womb’ of the Matrix. . .their bodies forced to pump bio-electricity to generate its power.

 

 

 

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Thousands of years ago, Hindu mythology talked about their gods descending their world into ours and changed their spirit bodies into material forms called avatars.  Interesting enough James Cameron’s Avatar came from a game in the 1980’s called Habitat.  This was the first large-scale online role-playing game in history.  People interacted with others in this virtual world through their avatars.  Interesting enough the movie, ‘Ready Player One,’ almost seems to be a playoff of the 1980 Habitat.

An Egyptian boy writing. Scribe, hieroglyphs, symbols denoting meaning. Carving in stone or painting. System of sign language. Ancient Egypt.TB1X_x4RVXXXXX6aXXXXXXXXXXX

 

 

 

 

 

In the 1300’s, before paper, tablets were made of clay, wax-covered wood, or a soft surface to write on.  One generally used a stylus to etch words into the clay or soft surface.  Interesting enough we still use a stylus to draw or write with on an electronic surface of light.  How does this differ from medicine tablet?  That’s another story.

I hope you found this reading interesting, it’s always fun to find hidden treasures that bring enlightenment and discovery.   Because, in the end, it’s still about the story.

Storyteller Secrets

Digital Storytelling-P2

Walt_Disney_storyboardsBetween 1931 and 1968, Walt Disney won 32 Academy Awards and still holds the record for most individual Academy Awards won.  Walt was known for pushing the envelope in storytelling and making animation an entertainment for both children and adults.

The storyboards that were created by Disney artists were more than just good artwork, they served another special purpose.  Walt used his storyboards to tell his story to his artists.  He used voices and body gestures to act out the whole story as it appeared on the storyboard.

sketching-painting-digital-animation-softwares-classes-in-delhi1You might be thinking, okay that sounds good, but I’m not making a movie or animation.  True, but you are telling a story and  digital storytelling  opens up a multitude of digital multimedia choices.  But it all starts with the storyboard.

 

spielberg-storyboardsA storyboard is a pre-production map showing your story beginning, middle and ending.  Steven Spielberg is known as being a great storyteller.  All you have to do is see any of his movies from E.T. to Jurassic Park.  Spielberg even has his storyboards out on location so that he can prepare and direct his shots.

As I stated in yesterday’s blog, a storyboard is like a cartoon strip showing a quick shot of a scene, its action, dialog, and what music or sound effects are going on.

Here is a simple student’s storyboard.  You can follow the story as you work through each frame from 1 – 14.

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 Putting these image together creates the story in action.  Like below.

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You can draw your own storyboard or pick up a template like the one above online.

To learn how a storyboard works study this 30-second commercial.

This 30-second commercial has only four scenes.  Sometimes it helps to turn off the sound and just watch the visual action.  What’s the message?

The message is water is essential for your health.  The majority of the commercial is on a young male who appears to quenching his thirst after a workout.  The commercial ends with a bottle of water.  This commercial does not sponsor any particular water company.

A storyboard is absolutely necessary if you want to make a good digital story.  A storyboard helps in the post-production stage; making sure the images have continuity; deciding which music selection best works;  if any sound effect needs to be added; choosing the best text font to communicate the story’s theme; and making sure your message is clear.

Every image must be able to tell the story without the help of words or sound.  Remember a good story is passed on while a poor story is passed by.  What changes would you make in the above water commercial?  Which image needs to be changed to drive the point that power drinks and sodas are not helping the body to quench its thirst?

Tomorrow and the next few days, we will discuss Timing in regards to how long each scene should be, and the supporting actors like color, music, and sound effects choices.  If you have any questions send me an email.

Storyteller Secrets

Strategic Storytelling-Branding 3

When Branding, it is important that you deliver one simple message.  That message must be clear and carry emotion.  As any stand-up comedian will testify to, humor is a hard topic to develop.  As a comic, you are constantly trying to figure out what will make the audience laugh.  Audience mood, subject matter, timing, and occasion are all elements in preparing humor.

On the other hand, you would think human emotion would be more straight forward.  However, humor also has, like in law, a statute of limitations.  A good example is William Shakespeare’s, “Merchant of Venice.”  In the court scene, Shylock, a Jew, will lose his fortune and must convert to Christianity.  Today, when this scene is played out, there is sadness; however, 500 years ago, the audience was belly laughing at this scene.

There are still some forms of humor that maintain, like slapstick, a more physical humor that has been played out for centuries.  Humor based on a play of words can be dated as the meaning of the words or expression change in time.  Whereas, a single tear, still has the emotional response expected.

Generational family topics can be moving like the following video.  No words needed to be spoken and you understand what the company is branding.

This is another military topic where generations having shared similar ordeals and threats meet in an unlikely location.  This video also shows that sex and race are not a criteria for anyone who has served in the armed services.

Did you note that both videos use a single piano to set the emotional tone?   Music can set the tone and mood for the response expected.  Music is a powerful emotional element to add to any video.  Music must be chosen on how you want the audience to react and experience, not what you like.

 

In the Food City video, when the young man starts to walk up to the house his face is bright and happy as he looks around, then he sees the older soldier dressed up in his full-dress uniform.  The young man’s face slowly changes to a more respectful serious look, dropping his bag, as he moves slowly towards the older solder.  The witness to all of this is one woman who turns to see the two solders meet.  The embrace of the soldiers is the signal for all to encircle the two soldiers and it ends.

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In the American Airlines, a young black female dressed in camouflage fatigues is asked to board first.  The room is crowded, but there are older men who take special attention to this young soldier as she walks forward.  She walks between a row of people but spots one older man who has stood at attention  presenting her a salute.  She humbly acknowledges it with a shy smile and a nod.  The narrator’s words are unnecessary,  the message is clear.

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The piano is a string instrument.  How would an acoustic guitar change the mood in these videos?

Strategic Story

Strategic Storytelling-Branding 2

After yesterday’s Story-branding, I decided to look for videos that could be critiqued and even possibly improved if they were changed to a story.  It didn’t take long for me to find one.  Before I say anymore, look at this Real Estate video.

 

 

The video was published on July 20, 2017.  The message for this video was to announce a First-Time Home-buyers Seminar that was scheduled for August 16, 2017.  The message took 10-seconds.  So, first let’s go over what’s wrong with this video.

First, it should have already been taken down after Aug. 16th.   This is out dated information.

Humor is a great attention grabber IF it makes a point–this one didn’t.  This group is hosting a First-Time Home-buyers Seminar.  What will be discussed?  What do I need to know in order to buy my first home?  What will I get out of this seminar when I leave?  Of course, none of these questions were asked.  What I observed were five well-dressed RE agents doing out-of-date 1980 dancing in the lobby of their office.  Here is an alternative for a one-minute story presentation.

INT.  KITCHEN   {Wife hands a letter to her husband}

HUSBAND

                                                  What’s this?

WIFE

Our rent is being increased again

HUSBAND

[ANGRY AND FRUSTRATED]

{Reads the letter and then crumbles it up and throws it into the trash}

This is never going to stop.  If we owned a home, like our parents, we would be better off.  But I just don’t think we can afford it.

WIFE

I’m not sure if we could even qualify.  They go by credit scores and how much money you got in the bank.

HUSBAND

I’ve gone online, but there just too much information and education to figure it all out.  I just wish we knew someone we could talk to.

INT.  [CAMERA PANS TO RIGHT] TO RE AGENT BEHIND THE COUPLE.  CAMERA ZOOMS IN SLOWLY ON AGENT AS HE SPEAKS.

AGENT

Let us help you answer these and other questions you might have at our free First Time Home-buyers Seminar.  Come with your concerns and questions and you’ll leave not only with answers, but who knows, maybe with an idea where you might just buy your first home.  Let us be your guide and take you through the steps.  We’re here for you.

A window to click to reserve your free seats could have helped in getting customer information.  This group overlooked several opportunities to collect intel and future leads.

Now, let’s end with this advertisement for Ubiquity World Network.  Remember Hitchcock on the visuals setting the tone, communicating the message, and transferring the emotions.  You will find all three in this one-minute clip.  I especially enjoyed the transitions between scenes.  This is not hard to do, it just takes time to plan it out.  The story has a beginning with the architect designer, how the company differs from cable companies, and ends with a united family using the Net.

 

AfterEffects software can do both these transitions and animations.  Worth thinking about.

Storyteller Secrets, Strategic Story

Strategic Storytelling-Branding 1

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Strategic Stories can be transmitted through a variety of presentation formats.  Today, we will look at Story Branding.  You find this format mostly on Websites to Social Media.  Digital Storytelling should be kept at the 1 – 3-minute mark, beyond three minutes takes more creativity to keep the viewer to the end.

The two stories that follow is a second level of Strategic Storytelling we call, “ Storytelling Branding.”

Patek Philippe’s one minute commercial creates both the brand and image by using visual metaphors.  The black and white photography creates an air of sophistication and drama.  The video highlights five major cities that represent the five major UTC Time Zones.   Each time zone is equal to 10-seconds of video time.  In each of the five segments an adult is wearing a Patek Philippe watch, and the adult is always paired with a son or daughter image.   The last ten seconds explains the whole message: “You never actually own a Patek Philippe, you merely look after it for the next generation.”  This is more than just a watch to tell time, it is an investment in technology and fine art.  The music is soft, classical, and subtle.   It ends with, “Begin your own tradition.”  The Brand is set like a museum piece of fine art and the whole video plays into this concept.

 

 

The second commercial says absolutely nothing about the product, “Red Bull Stratos.”  The video was edited down to 1:30 minutes.   It is the historical documented highest free-fall jump ever done—24 miles in altitude.  The video went viral and has been seen more than 41,500,000 million times. The only brand icon visible was on top of the parachute.  Brilliant!  Red Bull, in the past has spent over $75 million per year advertising and marketing its product in the U.S.  However, the viral video, “Red Bull Stratos,” rose sales 17% to $1.6 billion dollars in the United States. Globally the company sold 5.2 billion cans, which was a 13% increase.  Red Bull’s slogan: ‘Red Bull gives you wings’.

 

Storytelling Branding has a beginning, middle, and end.  It differs from Strategic Storytelling, which is more of a persuasive argument.  The purpose of branding is to identify your product-service customer’s values.  If done correctly, the story will do most of the work.  Story Branding must build trust, confidence, and inspire emotion.  Without the emotional element, the story will end when the video ends.  Shut the sound off and see the video again, and then think about what Alfred Hitchcock once told his apprentice.  He said, “Even if they shut off the sound to my movies, the images will still deliver the message and emotions.”  This is good advice when developing your video storyboard.

Images must convey meaning through their actions and expected emotional response.  Background music should never over power, but act more as a supporting actor.  The story must lead the viewer to a conclusion on your Brand’s strength: Trust, Confidence, Reliability, or Leadership.  Which of these two videos would you use as your branding template?

 

Strategic Story

What is Strategic Storytelling-Part 5

Yesterday, we talked about how to build up curiosity as a hook to grab a reader’s attention.  Now that you got the attention it’s time to tell the story.

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There are several books teaching storytelling for business; storytelling your brand; storytelling your personal story available for purchase.  They all present the elements of storytelling:  Theme, plot, setting, character development, conflict, and tone.

Strategic Storytelling uses a persuasive argument in a story format to engage and motivate the reader towards a specific action.  Unfortunately, that is not what these books are teaching.  They are teaching their readers how to develop a story script.  I feel as I’ve returned to my English 101 high school class to learn writing comprehension—not persuasive arguments.  So, what does a Strategic Story look like?  Let’s look again at Droiple’s story and break it down.

Droiple doesn’t begin their story with their history, victories, and awards. They start off with identifying the clients present concern, anxiety, or fear in investing more money into a market that continues to change and fluctuate daily:

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“You want more paying customers but you’re afraid your marketing won’t work and you’ll lose money.”

The analytics say you are getting the clicks, so where are the customers?  If you got them to visit your site how come they aren’t following through to the last step?

“When a potential customer visits your website they’re interested in your products or services and should become your customer, right? But they don’t, why not? It happens because life’s busy and they need a reminder that they’re interested in doing business with you.”

This next agreement step is important because it builds a relationship of understanding.  It’s your money and time and you are not getting what you paid for.  Let us help show you how to lead the same customers that drifted away back to you.

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“You invest time & money to get potential customers to your website, only to see them drift away & simply forget about your business. Don’t let this happen anymore. We’ll help your business turn website visitors into paying customers.”

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“The process is called re-marketing. It’s affordable and you need to start doing it. Otherwise you are losing business.”

The story ends with light at the end of the tunnel.  This process will not only make money for you but also act as marketing insurance (a visual analogy).

“Re-marketing will make you more money and protect you from losing customers. It’s like marketing insurance.”

So, let’s summarize the major points:

  1. Identify the needs, problems, fears or anxieties of the client.
  2. Identify the frustrations the client has already experienced.
  3. Build a relationship of empathy and goodwill.
  4. Introduce your solution to your client’s need or solution desired.
  5. End as a mentor\guide with the assurance you have what the client needs.

Remember, the Strategic Story is not about you, it’s about building a relationship with your client. Identifying client fears and their needs.  Do you have any questions?  Let me know.  I’m also available for private consultation.

chechireCat

 

Strategic Story

What is Strategic Storytelling-Part 3

“The human species thinks in metaphors and learns through stories.”

We think in Metaphors.  A metaphor is a form of figurative language which applies non-literal descriptions in order to draw comparisons between two otherwise unrelated things.  Neuroscience brain research has demonstrated that we think in pictures not in words.   Words are abstract like numbers.  Metaphors, on the other hand, create a vivid image that people immediately connect to emotionally.

SpicesA picture of spices with its wide range a vivid colors, textures, and tastes can add flavor to your brand, product or service.  Spices add  piquancy, and sometimes a little heat to a meal.  If you were given the above picture to describe your product or service how would you connect it?

KnightImages play instantly into the imagination of your viewer.  For example, in the above image, do you see just chess pieces, or do you see your company facing your competition and pausing to develop and craft your strategic story, which indicates your next strategic move.

RhinoAsk yourself what would happen if another animal like a cheetah, elephant or hippopotamus were used instead of the Rhino.  What does the Rhino stand for in this image?  What would the other three animals represent?  How would that change the metaphor for the car’s construction, comfort, strength, and durability?

Artwork

Metaphors help in giving your audience a different perspective on the benefits you offer.  Sometimes people only see the same product\service that can be bought through different companies.  For example, if you are a real estate agent.  You help people buy and sell houses.  But there are hundreds of agents doing the same thing (center object).  What separates you from the others is your story.  How does “The Thinker,” from Rodin differ from the statue of Venus De Milo?  The metaphor of the image is connected emotionally to your product or service.

ShoesTwo shoes one dressy the other relax.  They look about the same size so they represent one person’s life style.

What does the shoe on the left represent as oppose to the shoe on the right?  Did you notice that the dress shoe is on the left side and could represent the left brain:  Logical, abstract, linear thinking, business, facts, mathematics, and thinking in words?  On the other hand, the right side represents the right side of the brain:  Imagination, intuition, rhythm, day dreaming, holistic thinking, the Arts, and fun.  As you can see, there are many creative ways to interpret the images to your needs.

In the end, it is about bringing more visibility to your site or business and thereby increasing your leads for future sales.  It is also understanding how to add emotions through the use of metaphors.  Your task is now to review your sites and decide if the theme is being played throughout your marketing campaign.  Go back to the question, “Why?” your product or service is important, then ask, “Does this metaphor represent me, or who I want to be, or who people think I am?”

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