SlideShare a Scribd company logo
1 of 19
Download to read offline
The 4 Storytelling Essentials
Useful guidelines from an actual storyteller
and professional screenwriter.
!
Carl Hartman, Best Selling Author
President of Brand.gineering
www.brandgineering.org
1. Conflict
“The secret source of
humor is NOT joy but
pain.”
Mark Twain
Text
No conflict, no story!
Conflict is absolutely required to create drama in
any story, including marketing!
Not all conflict is a fistfight!
Marketing drama can be
as simple as a product
comparison.
Break this rule at your
peril.
Bad stories have zero
conflict.
2. Structure
“…that which has a
beginning, a middle,
and an end…”
Aristotle, Poetics
Text
3 Acts are a Requirement
Don’t break the rules. Good stories all have the
same structure. No argument.
Learn the structure first!
Act 1 - The beginning;
sets up the situation.
Act 2 - The middle; is
the complication or main
conflict.
Act 3 - The end; is the
conclusion, resolution or
catharsis.
Applies to all
communication.
A business letter, a blog or a movie script, well
conceived and written, should adhere to this structure.
Learn how to weave your message around a story with
great characters and plot.
All your ideas should have plenty of complications,
twists and turns. Those are what interests your readers
or viewers.
“In nature we never
see anything
isolated, but
everything in
connection with
something else which
is before it, beside it,
under it, and over it.”
Goethe
2. Be Visual
Text
Even words are pictures
The highest order of thinking is in pictures, even
your words must evoke visual imagery.
Visual sticks in the mind.
Stop! Before creating anything else, read Sergei
Eisenstein’s Essays in Film Theory: Film Form; the
chapter entitled A dialectic approach to film form.
Learn how imagery works. It is more than plopping
images in a slide show from a stock photo company.
The emotions imagery evoke are one of the keys to
having your message retained. Learn how to use
images properly.
NOTHING in the mind!
Set the visual stage for your viewer or reader, don’t
allow them to control the visual experience.
Stories need to play well visually and not just in your
imagination. We all need an anchor or hook so the
story sticks and that hook is always visual. However,
music can achieve the same outcome as both evoke
emotional triggers that cement ideas in our brain.
4. Sex and
Violence
Text
Everything has sex and violence!
Sex and violence is a requirement of all stories or
use their softer side, sensitivity and action.
Sex and Violence!
Even your marketing messages require these elements.
Think of a foot race as high dramatic conflict or the
sensitivity of a puppy in the arms of a child. They are
just the softer side of sex and violence.
Focus on the emotional response. Emotion is the key
to cementing an idea or message, including a
marketing message, blog or song.
The 4 Requirements of Story
Conflict (generates drama)
3 Act Story Structure
Understand Visual Language
Feelings and Emotions Generated by Sex and Violence
The 4 Requirements of Story
Why? We said it already. Emotion.
Emotions, particularly high emotions, create altered
brain chemistry that binds a message in our thoughts.
This is why we attach memories to songs; like that
song that was playing when you met your true love.
These elements are classical and taught in most good
film schools or in art. This is why artists can move you
to do or feel things.
The 4 Requirements of Story
Most people that talk about “story” don’t know story.
The term is over-used in our culture of blogging and
content marketing. What most people call“stories” are
pure information; they lack the essentials mentioned
here. A true story has a plot and structure that includes
a visual and emotional conflict between characters
(even if those characters are products).
Go to our FREE Brandgineering
Content
Marketing
School
http://www.brandgineering.org/content-marketing-school

More Related Content

What's hot

NCET Tech Bite | Mikalee Byerman, Brand Storytelling | June 2016
NCET Tech Bite | Mikalee Byerman, Brand Storytelling | June 2016NCET Tech Bite | Mikalee Byerman, Brand Storytelling | June 2016
NCET Tech Bite | Mikalee Byerman, Brand Storytelling | June 2016Archersan
 
50 Tweetable Marketing Quotes Your Followers Will Love
50 Tweetable Marketing Quotes Your Followers Will Love50 Tweetable Marketing Quotes Your Followers Will Love
50 Tweetable Marketing Quotes Your Followers Will LoveWishpond
 
Building your brand and brand story
Building your brand and brand storyBuilding your brand and brand story
Building your brand and brand storyMarie Still
 
Leveraged emotional marketing
Leveraged emotional marketingLeveraged emotional marketing
Leveraged emotional marketingAli Anani, PhD
 
Emotional marketing within B2B? Don’t make me laugh
Emotional marketing within B2B? Don’t make me laughEmotional marketing within B2B? Don’t make me laugh
Emotional marketing within B2B? Don’t make me laughB2B Marketing
 
Insane Honesty in Content Marketing
Insane Honesty in Content MarketingInsane Honesty in Content Marketing
Insane Honesty in Content MarketingVelocity Partners
 
In business bad is stronger than good
In business bad is stronger than goodIn business bad is stronger than good
In business bad is stronger than goodAllen Baird
 
Brand Storytelling: A Look at the Hero and Brand Journey
Brand Storytelling: A Look at the Hero and Brand JourneyBrand Storytelling: A Look at the Hero and Brand Journey
Brand Storytelling: A Look at the Hero and Brand JourneyKim Donlan
 
Love me by tom batchelder
Love me   by tom batchelderLove me   by tom batchelder
Love me by tom batchelderTom Batchelder
 
5 Marketing Mistakes That Even Smart People Make
5 Marketing Mistakes That Even Smart People Make5 Marketing Mistakes That Even Smart People Make
5 Marketing Mistakes That Even Smart People MakeSimplify360
 
It's All About StoryTelling
It's All About StoryTelling It's All About StoryTelling
It's All About StoryTelling Alexander Novicov
 
People Don't Care About Your Brand
People Don't Care About Your BrandPeople Don't Care About Your Brand
People Don't Care About Your BrandSlides That Rock
 
Authenticity SEE 2010
Authenticity SEE 2010Authenticity SEE 2010
Authenticity SEE 2010TargetX
 
Storytelling in business
Storytelling in businessStorytelling in business
Storytelling in businessBrandon Hoe
 

What's hot (20)

10 Ways to be a Marketing Genius Like Lady Gaga
10 Ways to be a Marketing Genius Like Lady Gaga10 Ways to be a Marketing Genius Like Lady Gaga
10 Ways to be a Marketing Genius Like Lady Gaga
 
NCET Tech Bite | Mikalee Byerman, Brand Storytelling | June 2016
NCET Tech Bite | Mikalee Byerman, Brand Storytelling | June 2016NCET Tech Bite | Mikalee Byerman, Brand Storytelling | June 2016
NCET Tech Bite | Mikalee Byerman, Brand Storytelling | June 2016
 
50 Tweetable Marketing Quotes Your Followers Will Love
50 Tweetable Marketing Quotes Your Followers Will Love50 Tweetable Marketing Quotes Your Followers Will Love
50 Tweetable Marketing Quotes Your Followers Will Love
 
Building your brand and brand story
Building your brand and brand storyBuilding your brand and brand story
Building your brand and brand story
 
Leveraged emotional marketing
Leveraged emotional marketingLeveraged emotional marketing
Leveraged emotional marketing
 
Emotional marketing within B2B? Don’t make me laugh
Emotional marketing within B2B? Don’t make me laughEmotional marketing within B2B? Don’t make me laugh
Emotional marketing within B2B? Don’t make me laugh
 
Insane Honesty in Content Marketing
Insane Honesty in Content MarketingInsane Honesty in Content Marketing
Insane Honesty in Content Marketing
 
The (Art) of Brand Storytelling - HighEdWeb Michigan 2013
The (Art) of Brand Storytelling - HighEdWeb Michigan 2013 The (Art) of Brand Storytelling - HighEdWeb Michigan 2013
The (Art) of Brand Storytelling - HighEdWeb Michigan 2013
 
Emotional Marketing
Emotional MarketingEmotional Marketing
Emotional Marketing
 
In business bad is stronger than good
In business bad is stronger than goodIn business bad is stronger than good
In business bad is stronger than good
 
Brand Storytelling: A Look at the Hero and Brand Journey
Brand Storytelling: A Look at the Hero and Brand JourneyBrand Storytelling: A Look at the Hero and Brand Journey
Brand Storytelling: A Look at the Hero and Brand Journey
 
Emotion
EmotionEmotion
Emotion
 
Lead-The power of story telling
Lead-The power of story tellingLead-The power of story telling
Lead-The power of story telling
 
Story telling-tips
Story telling-tipsStory telling-tips
Story telling-tips
 
Love me by tom batchelder
Love me   by tom batchelderLove me   by tom batchelder
Love me by tom batchelder
 
5 Marketing Mistakes That Even Smart People Make
5 Marketing Mistakes That Even Smart People Make5 Marketing Mistakes That Even Smart People Make
5 Marketing Mistakes That Even Smart People Make
 
It's All About StoryTelling
It's All About StoryTelling It's All About StoryTelling
It's All About StoryTelling
 
People Don't Care About Your Brand
People Don't Care About Your BrandPeople Don't Care About Your Brand
People Don't Care About Your Brand
 
Authenticity SEE 2010
Authenticity SEE 2010Authenticity SEE 2010
Authenticity SEE 2010
 
Storytelling in business
Storytelling in businessStorytelling in business
Storytelling in business
 

Viewers also liked

Narrative Branding for Applied StoryTelling
Narrative Branding for Applied StoryTellingNarrative Branding for Applied StoryTelling
Narrative Branding for Applied StoryTellingLuthras
 
StoryTelling: Your Story, Their Stories
StoryTelling:  Your Story, Their StoriesStoryTelling:  Your Story, Their Stories
StoryTelling: Your Story, Their StoriesFUSE Marketing Group
 
How to: Viral Marketing + Brand Storytelling
How to: Viral Marketing + Brand Storytelling How to: Viral Marketing + Brand Storytelling
How to: Viral Marketing + Brand Storytelling Elle Shelley
 
Transmedia Storytelling as a Content Marketing Strategy
Transmedia Storytelling as a Content Marketing StrategyTransmedia Storytelling as a Content Marketing Strategy
Transmedia Storytelling as a Content Marketing StrategyPamela Rutledge
 
Drop The Dead Donkey - Storytelling in Marketing & PR
Drop The Dead Donkey - Storytelling in Marketing & PRDrop The Dead Donkey - Storytelling in Marketing & PR
Drop The Dead Donkey - Storytelling in Marketing & PRvinspired
 
The Power of Storytelling: Marketing Your Brand's Purpose
The Power of Storytelling: Marketing Your Brand's PurposeThe Power of Storytelling: Marketing Your Brand's Purpose
The Power of Storytelling: Marketing Your Brand's PurposeAlina Sutherland
 
Storytelling: marketing as a story
Storytelling: marketing as a storyStorytelling: marketing as a story
Storytelling: marketing as a storyMadalina Balaban
 

Viewers also liked (8)

Narrative Branding for Applied StoryTelling
Narrative Branding for Applied StoryTellingNarrative Branding for Applied StoryTelling
Narrative Branding for Applied StoryTelling
 
StoryTelling: Your Story, Their Stories
StoryTelling:  Your Story, Their StoriesStoryTelling:  Your Story, Their Stories
StoryTelling: Your Story, Their Stories
 
How to: Viral Marketing + Brand Storytelling
How to: Viral Marketing + Brand Storytelling How to: Viral Marketing + Brand Storytelling
How to: Viral Marketing + Brand Storytelling
 
Transmedia Storytelling as a Content Marketing Strategy
Transmedia Storytelling as a Content Marketing StrategyTransmedia Storytelling as a Content Marketing Strategy
Transmedia Storytelling as a Content Marketing Strategy
 
Drop The Dead Donkey - Storytelling in Marketing & PR
Drop The Dead Donkey - Storytelling in Marketing & PRDrop The Dead Donkey - Storytelling in Marketing & PR
Drop The Dead Donkey - Storytelling in Marketing & PR
 
The Power of Storytelling: Marketing Your Brand's Purpose
The Power of Storytelling: Marketing Your Brand's PurposeThe Power of Storytelling: Marketing Your Brand's Purpose
The Power of Storytelling: Marketing Your Brand's Purpose
 
Storytelling: marketing as a story
Storytelling: marketing as a storyStorytelling: marketing as a story
Storytelling: marketing as a story
 
Brand Storytelling
Brand Storytelling Brand Storytelling
Brand Storytelling
 

Similar to 4 Storytelling Essentials for Your Marketing Message from a Professional Storyteller

How effective is the combination of your main product and ancillary texts?
How effective is the combination of your main product and ancillary texts?How effective is the combination of your main product and ancillary texts?
How effective is the combination of your main product and ancillary texts?ToniL21
 
How to Use Story Theory to Create Brand Affinity
How to Use Story Theory to Create Brand AffinityHow to Use Story Theory to Create Brand Affinity
How to Use Story Theory to Create Brand AffinityJim Signorelli
 
Week 6 lecture notes_COM370
Week 6 lecture notes_COM370Week 6 lecture notes_COM370
Week 6 lecture notes_COM370Olivia Miller
 
How To Write An Essay Paper
How To Write An Essay PaperHow To Write An Essay Paper
How To Write An Essay PaperMelissa Dudas
 
Definition Essay About Love. College Essay: Love definition essay examples
Definition Essay About Love. College Essay: Love definition essay examplesDefinition Essay About Love. College Essay: Love definition essay examples
Definition Essay About Love. College Essay: Love definition essay examplesMimi Williams
 
5 Ways to Write a Damn Good Sentence
5 Ways to Write a Damn Good Sentence5 Ways to Write a Damn Good Sentence
5 Ways to Write a Damn Good SentenceCopyblogger.com
 
Writing for motion picture
Writing for motion picture   Writing for motion picture
Writing for motion picture Mutagubya Nelson
 
Comparison Contrast Essay Samples. Compare and Contrast Essay II Secondary S...
Comparison Contrast Essay Samples. Compare and Contrast Essay II  Secondary S...Comparison Contrast Essay Samples. Compare and Contrast Essay II  Secondary S...
Comparison Contrast Essay Samples. Compare and Contrast Essay II Secondary S...Alexandra Saunders
 
Evaluation Question Two
Evaluation Question Two Evaluation Question Two
Evaluation Question Two ToniL21
 
ENG366 Week 2 Narratives_Updated.pptx
ENG366 Week 2 Narratives_Updated.pptxENG366 Week 2 Narratives_Updated.pptx
ENG366 Week 2 Narratives_Updated.pptxDr. Russell Rodrigo
 
Essay For Cheap - College Homework Help And Online Tutoring.
Essay For Cheap - College Homework Help And Online Tutoring.Essay For Cheap - College Homework Help And Online Tutoring.
Essay For Cheap - College Homework Help And Online Tutoring.Monique Davis
 
Essay On Anna Hazare In Hindi. Online assignment writing service.
Essay On Anna Hazare In Hindi. Online assignment writing service.Essay On Anna Hazare In Hindi. Online assignment writing service.
Essay On Anna Hazare In Hindi. Online assignment writing service.Beth Garcia
 
Film Unit I
Film Unit IFilm Unit I
Film Unit Ijamarch
 

Similar to 4 Storytelling Essentials for Your Marketing Message from a Professional Storyteller (20)

poetry and advertisement
poetry and advertisementpoetry and advertisement
poetry and advertisement
 
How effective is the combination of your main product and ancillary texts?
How effective is the combination of your main product and ancillary texts?How effective is the combination of your main product and ancillary texts?
How effective is the combination of your main product and ancillary texts?
 
Essay On Deception.pdf
Essay On Deception.pdfEssay On Deception.pdf
Essay On Deception.pdf
 
How to Use Story Theory to Create Brand Affinity
How to Use Story Theory to Create Brand AffinityHow to Use Story Theory to Create Brand Affinity
How to Use Story Theory to Create Brand Affinity
 
Scripting to win
Scripting to win Scripting to win
Scripting to win
 
Week 6 lecture notes_COM370
Week 6 lecture notes_COM370Week 6 lecture notes_COM370
Week 6 lecture notes_COM370
 
How To Write An Essay Paper
How To Write An Essay PaperHow To Write An Essay Paper
How To Write An Essay Paper
 
Definition Essay About Love. College Essay: Love definition essay examples
Definition Essay About Love. College Essay: Love definition essay examplesDefinition Essay About Love. College Essay: Love definition essay examples
Definition Essay About Love. College Essay: Love definition essay examples
 
5 Ways to Write a Damn Good Sentence
5 Ways to Write a Damn Good Sentence5 Ways to Write a Damn Good Sentence
5 Ways to Write a Damn Good Sentence
 
How to write a damn good sentence
How to write a damn good sentenceHow to write a damn good sentence
How to write a damn good sentence
 
Writing for motion picture
Writing for motion picture   Writing for motion picture
Writing for motion picture
 
Comparison Contrast Essay Samples. Compare and Contrast Essay II Secondary S...
Comparison Contrast Essay Samples. Compare and Contrast Essay II  Secondary S...Comparison Contrast Essay Samples. Compare and Contrast Essay II  Secondary S...
Comparison Contrast Essay Samples. Compare and Contrast Essay II Secondary S...
 
Evaluation Question Two
Evaluation Question Two Evaluation Question Two
Evaluation Question Two
 
ENG366 Week 2 Narratives_Updated.pptx
ENG366 Week 2 Narratives_Updated.pptxENG366 Week 2 Narratives_Updated.pptx
ENG366 Week 2 Narratives_Updated.pptx
 
Pre-Production
Pre-ProductionPre-Production
Pre-Production
 
Personal Memoir Essay.pdf
Personal Memoir Essay.pdfPersonal Memoir Essay.pdf
Personal Memoir Essay.pdf
 
Analytical Essay Thesis Example
Analytical Essay Thesis ExampleAnalytical Essay Thesis Example
Analytical Essay Thesis Example
 
Essay For Cheap - College Homework Help And Online Tutoring.
Essay For Cheap - College Homework Help And Online Tutoring.Essay For Cheap - College Homework Help And Online Tutoring.
Essay For Cheap - College Homework Help And Online Tutoring.
 
Essay On Anna Hazare In Hindi. Online assignment writing service.
Essay On Anna Hazare In Hindi. Online assignment writing service.Essay On Anna Hazare In Hindi. Online assignment writing service.
Essay On Anna Hazare In Hindi. Online assignment writing service.
 
Film Unit I
Film Unit IFilm Unit I
Film Unit I
 

Recently uploaded

Colgate Palmolive Human Resources Management .pdf
Colgate Palmolive Human Resources Management .pdfColgate Palmolive Human Resources Management .pdf
Colgate Palmolive Human Resources Management .pdfArunPagare2
 
Jesse Saez: A Journey of Dedication and Success in the Automotive Industry
Jesse Saez: A Journey of Dedication and Success in the Automotive IndustryJesse Saez: A Journey of Dedication and Success in the Automotive Industry
Jesse Saez: A Journey of Dedication and Success in the Automotive Industryjesse Saez
 
SES London 2009 Beyond Linkbait Greg Jarboe.ppt
SES London 2009 Beyond Linkbait Greg Jarboe.pptSES London 2009 Beyond Linkbait Greg Jarboe.ppt
SES London 2009 Beyond Linkbait Greg Jarboe.pptGreg Jarboe
 
How to Track, Measure & Communicate SEO Results
How to Track, Measure & Communicate SEO ResultsHow to Track, Measure & Communicate SEO Results
How to Track, Measure & Communicate SEO ResultsMunene Kelvin
 
The Impact of lift advertising Screens in elevator Advertising
The Impact of lift advertising Screens in elevator AdvertisingThe Impact of lift advertising Screens in elevator Advertising
The Impact of lift advertising Screens in elevator AdvertisingVikasYadav194549
 
A quick journey across brands, industries and people.
A quick journey across brands, industries and people.A quick journey across brands, industries and people.
A quick journey across brands, industries and people.Stacey Cost
 
The Wide-Format Experience | PrintAction
The Wide-Format Experience | PrintActionThe Wide-Format Experience | PrintAction
The Wide-Format Experience | PrintActionVictoria Gaitskell
 
Content Segmentation for Organic Visibility
Content Segmentation for Organic VisibilityContent Segmentation for Organic Visibility
Content Segmentation for Organic VisibilityTony Robert
 
NexGen Alignment: ABM’s Role in Uniting Marketing and Sales
NexGen Alignment: ABM’s Role in Uniting Marketing and SalesNexGen Alignment: ABM’s Role in Uniting Marketing and Sales
NexGen Alignment: ABM’s Role in Uniting Marketing and SalesDemandbase
 
SocialMedia Marketing Plan for TheSparksFoundation
SocialMedia Marketing Plan for TheSparksFoundationSocialMedia Marketing Plan for TheSparksFoundation
SocialMedia Marketing Plan for TheSparksFoundationnoufiraahmd
 
The Wealth of a Homeonwers association is analogous to the wealth of a Nation
The Wealth of a Homeonwers association is analogous to the wealth of a NationThe Wealth of a Homeonwers association is analogous to the wealth of a Nation
The Wealth of a Homeonwers association is analogous to the wealth of a NationJoseph Lewis Aguirre
 
Mastering Topical Authority for SEO Success
Mastering Topical Authority for SEO SuccessMastering Topical Authority for SEO Success
Mastering Topical Authority for SEO SuccessJomer Gregorio
 
Wide Format Resource Guide | PrintAction
Wide Format Resource Guide | PrintActionWide Format Resource Guide | PrintAction
Wide Format Resource Guide | PrintActionVictoria Gaitskell
 
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...Prof. Marcus Renato de Carvalho
 
Snapshot of Consumer Behaviors of April 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of April 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of April 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of April 2024-EOLiSurvey (EN).pdfEastern Online-iSURVEY
 
Being a PMM with a multi-product portfolio - Product Marketing Summit
Being a PMM with a multi-product portfolio - Product Marketing SummitBeing a PMM with a multi-product portfolio - Product Marketing Summit
Being a PMM with a multi-product portfolio - Product Marketing SummitPieter Brinkman
 
Decentralized Physical Infrastructure (DePIN) Explained.pdf
Decentralized Physical Infrastructure (DePIN) Explained.pdfDecentralized Physical Infrastructure (DePIN) Explained.pdf
Decentralized Physical Infrastructure (DePIN) Explained.pdfnehapardhi711
 
Japanese Sauna Hat Trends - Totonoete Inc.
Japanese Sauna Hat Trends - Totonoete Inc.Japanese Sauna Hat Trends - Totonoete Inc.
Japanese Sauna Hat Trends - Totonoete Inc.SejuTakayama
 
Ash By Ash Benson Rebrand Creative Direction
Ash By Ash Benson Rebrand Creative DirectionAsh By Ash Benson Rebrand Creative Direction
Ash By Ash Benson Rebrand Creative DirectionMark Milutin
 

Recently uploaded (20)

Colgate Palmolive Human Resources Management .pdf
Colgate Palmolive Human Resources Management .pdfColgate Palmolive Human Resources Management .pdf
Colgate Palmolive Human Resources Management .pdf
 
Jesse Saez: A Journey of Dedication and Success in the Automotive Industry
Jesse Saez: A Journey of Dedication and Success in the Automotive IndustryJesse Saez: A Journey of Dedication and Success in the Automotive Industry
Jesse Saez: A Journey of Dedication and Success in the Automotive Industry
 
SES London 2009 Beyond Linkbait Greg Jarboe.ppt
SES London 2009 Beyond Linkbait Greg Jarboe.pptSES London 2009 Beyond Linkbait Greg Jarboe.ppt
SES London 2009 Beyond Linkbait Greg Jarboe.ppt
 
How to Track, Measure & Communicate SEO Results
How to Track, Measure & Communicate SEO ResultsHow to Track, Measure & Communicate SEO Results
How to Track, Measure & Communicate SEO Results
 
The Impact of lift advertising Screens in elevator Advertising
The Impact of lift advertising Screens in elevator AdvertisingThe Impact of lift advertising Screens in elevator Advertising
The Impact of lift advertising Screens in elevator Advertising
 
A quick journey across brands, industries and people.
A quick journey across brands, industries and people.A quick journey across brands, industries and people.
A quick journey across brands, industries and people.
 
The Wide-Format Experience | PrintAction
The Wide-Format Experience | PrintActionThe Wide-Format Experience | PrintAction
The Wide-Format Experience | PrintAction
 
Content Segmentation for Organic Visibility
Content Segmentation for Organic VisibilityContent Segmentation for Organic Visibility
Content Segmentation for Organic Visibility
 
NexGen Alignment: ABM’s Role in Uniting Marketing and Sales
NexGen Alignment: ABM’s Role in Uniting Marketing and SalesNexGen Alignment: ABM’s Role in Uniting Marketing and Sales
NexGen Alignment: ABM’s Role in Uniting Marketing and Sales
 
SocialMedia Marketing Plan for TheSparksFoundation
SocialMedia Marketing Plan for TheSparksFoundationSocialMedia Marketing Plan for TheSparksFoundation
SocialMedia Marketing Plan for TheSparksFoundation
 
The Wealth of a Homeonwers association is analogous to the wealth of a Nation
The Wealth of a Homeonwers association is analogous to the wealth of a NationThe Wealth of a Homeonwers association is analogous to the wealth of a Nation
The Wealth of a Homeonwers association is analogous to the wealth of a Nation
 
Mastering Topical Authority for SEO Success
Mastering Topical Authority for SEO SuccessMastering Topical Authority for SEO Success
Mastering Topical Authority for SEO Success
 
Wide Format Resource Guide | PrintAction
Wide Format Resource Guide | PrintActionWide Format Resource Guide | PrintAction
Wide Format Resource Guide | PrintAction
 
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
 
Snapshot of Consumer Behaviors of April 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of April 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of April 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of April 2024-EOLiSurvey (EN).pdf
 
Being a PMM with a multi-product portfolio - Product Marketing Summit
Being a PMM with a multi-product portfolio - Product Marketing SummitBeing a PMM with a multi-product portfolio - Product Marketing Summit
Being a PMM with a multi-product portfolio - Product Marketing Summit
 
Decentralized Physical Infrastructure (DePIN) Explained.pdf
Decentralized Physical Infrastructure (DePIN) Explained.pdfDecentralized Physical Infrastructure (DePIN) Explained.pdf
Decentralized Physical Infrastructure (DePIN) Explained.pdf
 
Japanese Sauna Hat Trends - Totonoete Inc.
Japanese Sauna Hat Trends - Totonoete Inc.Japanese Sauna Hat Trends - Totonoete Inc.
Japanese Sauna Hat Trends - Totonoete Inc.
 
Media Wall Street | Best Branding And Marketing Agency In Chandigarh
Media Wall Street | Best Branding And Marketing Agency In ChandigarhMedia Wall Street | Best Branding And Marketing Agency In Chandigarh
Media Wall Street | Best Branding And Marketing Agency In Chandigarh
 
Ash By Ash Benson Rebrand Creative Direction
Ash By Ash Benson Rebrand Creative DirectionAsh By Ash Benson Rebrand Creative Direction
Ash By Ash Benson Rebrand Creative Direction
 

4 Storytelling Essentials for Your Marketing Message from a Professional Storyteller

  • 1. The 4 Storytelling Essentials Useful guidelines from an actual storyteller and professional screenwriter. ! Carl Hartman, Best Selling Author President of Brand.gineering www.brandgineering.org
  • 2. 1. Conflict “The secret source of humor is NOT joy but pain.” Mark Twain
  • 3. Text No conflict, no story! Conflict is absolutely required to create drama in any story, including marketing!
  • 4. Not all conflict is a fistfight! Marketing drama can be as simple as a product comparison. Break this rule at your peril. Bad stories have zero conflict.
  • 5. 2. Structure “…that which has a beginning, a middle, and an end…” Aristotle, Poetics
  • 6. Text 3 Acts are a Requirement Don’t break the rules. Good stories all have the same structure. No argument.
  • 7. Learn the structure first! Act 1 - The beginning; sets up the situation. Act 2 - The middle; is the complication or main conflict. Act 3 - The end; is the conclusion, resolution or catharsis.
  • 8. Applies to all communication. A business letter, a blog or a movie script, well conceived and written, should adhere to this structure. Learn how to weave your message around a story with great characters and plot. All your ideas should have plenty of complications, twists and turns. Those are what interests your readers or viewers.
  • 9. “In nature we never see anything isolated, but everything in connection with something else which is before it, beside it, under it, and over it.” Goethe 2. Be Visual
  • 10. Text Even words are pictures The highest order of thinking is in pictures, even your words must evoke visual imagery.
  • 11. Visual sticks in the mind. Stop! Before creating anything else, read Sergei Eisenstein’s Essays in Film Theory: Film Form; the chapter entitled A dialectic approach to film form. Learn how imagery works. It is more than plopping images in a slide show from a stock photo company. The emotions imagery evoke are one of the keys to having your message retained. Learn how to use images properly.
  • 12. NOTHING in the mind! Set the visual stage for your viewer or reader, don’t allow them to control the visual experience. Stories need to play well visually and not just in your imagination. We all need an anchor or hook so the story sticks and that hook is always visual. However, music can achieve the same outcome as both evoke emotional triggers that cement ideas in our brain.
  • 14. Text Everything has sex and violence! Sex and violence is a requirement of all stories or use their softer side, sensitivity and action.
  • 15. Sex and Violence! Even your marketing messages require these elements. Think of a foot race as high dramatic conflict or the sensitivity of a puppy in the arms of a child. They are just the softer side of sex and violence. Focus on the emotional response. Emotion is the key to cementing an idea or message, including a marketing message, blog or song.
  • 16. The 4 Requirements of Story Conflict (generates drama) 3 Act Story Structure Understand Visual Language Feelings and Emotions Generated by Sex and Violence
  • 17. The 4 Requirements of Story Why? We said it already. Emotion. Emotions, particularly high emotions, create altered brain chemistry that binds a message in our thoughts. This is why we attach memories to songs; like that song that was playing when you met your true love. These elements are classical and taught in most good film schools or in art. This is why artists can move you to do or feel things.
  • 18. The 4 Requirements of Story Most people that talk about “story” don’t know story. The term is over-used in our culture of blogging and content marketing. What most people call“stories” are pure information; they lack the essentials mentioned here. A true story has a plot and structure that includes a visual and emotional conflict between characters (even if those characters are products).
  • 19. Go to our FREE Brandgineering Content Marketing School http://www.brandgineering.org/content-marketing-school