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Storytelling: An Age-Old Love Affair

Ever wonder if video is part of our genetic code? It resonates so well as a communication tool. OK, so it may not be genetic, but it is 100% part of the human evolutionary story.

Since the beginning of time we have used visuals as a storytelling tool. The Egyptians’ entire language of hieroglyphics was based solely on visuals and then there were cave drawings (where do you think the Mad Bear Cave reference came from). We even use emoticons to express ourselves today. The truth is we respond strongly to visuals because the human brain has evolved that way. As lyrical as the written word can be, nothing helps tell a story better than impactful visuals.

We all simply love a good story. Does this come from thousands of years of tales being told by the village elders? Aristotle knew the deal. He outlined 7 Golden Rules of Storytelling. Stick to the basics and you can’t really go wrong. Samsung got the memo and executed it beautifully in one of their latest VR ads.


So the equation is arguably simple. Couple visuals with a great story, and it’s like candy for our brains. You’re grabbing a viewer on multiple levels: visually, intellectually and emotionally. That’s what video does and our brains crave that kind sweet engagement.

Whether it’s sharing a mission or inspiring a commitment to performance, storytelling is a powerful tool that can mean the difference between extraordinary status and being just another brand. Business communication doesn’t just have to be bullet points, simple statements, or rhetorical rants. A dose of the human element, emotions, and branded thinking can result in a memorable message. Check out what we mean and click on the video our Team just completed for a financial consulting firm. The video is not just an advertisement, it is a story of who they are and why you should care.


Just like the example above, when you use video to tell a story, you are not “talking at” the viewer, you are taking the viewer on a journey. You are generating an emotional response. When you tell a story, you shift the viewer from being “marketed to” to being entertained while simultaneously being subtly educated about a brand. So if you can saddle the power of video on the horse of a great story, you’re on the trail to developing a great bond between the viewer and your brand.

Happy storytelling!

 

What’s your story? We want to help you tell it.  Reply below and ask us how.
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About the Author: Roshni Hannon
Contact: roshni@madbearproductions.com

Her name means “light” and that is what she is… high energy, bright and fast. And yes… she does run regularly. While we’re not sure what she is running from (perhaps her two young kids) we know she’s covered a ton of ground. She was the Executive Producer for an award winning and number one rated morning show in Tampa for years. And now, she uses her unique blend of organization, storytelling and curiosity to help Mad Bear clients find their stories. Think of her as an architect, a story architect.

A Feeling I Get

Not too long ago I pulled off the impossible. A surprise party. Months and months of covert planning, secret phone calls and shady behavior all came together for one purpose: A Reaction. It was priceless. Watching raw emotion and excitement unravel as a result of something you had a hand in, is in a word: AWESOME. I’ll remember that moment always.

 

I get the same feeling when I sit in an audience and watch a room full of people react to a video our Team produced. My heart skips a beat. I love nothing more than hearing people laugh at all the right places, take pause when it counts and rise to their feet, and clap at the end. It’s like watching someone unwrap a present that you know they will love, and then watching them freak out when they see it for the first time. We recently produced a series of videos for the Girl Scouts of West Central Florida’s annual “Women of Distinction” event. To sit amongst hundreds of people – including the women and their families- and watch them react, was a feeling I won’t forget.

We are all hardwired to remember events that are more emotionally charged. Good marketers know how to leverage this fact. You need to help people feel an emotional connection towards your brand, and there’s no medium more emotional than video. It lets you convey so much more than words. Facial expressions show people your excitement, tone of voice tells a compelling story, and sometimes music alone can get people fired up about your product. Like this one we produced for BMW of Freehold.

Look for different ways to leverage this emotional opportunity. If your support team is interacting with customers via email, phone, and support ticketing, use a video to introduce those team members in a new way. You can even create an emotional connection to your product. If you use case studies as part of your marketing mix, try a video case study. Here’s an example from Wilson HCG.

Emotional connections are important because they help people remember you. The goal is to make people feel inspired, delighted, or joyful when they see your content. In remembering you positively, they’re more likely to buy from you, come back as a repeat customer, and even recommend you to someone else. An emotional connection will help you stay memorable and drive more sales your way.


About the Author: Roshni Hannon
Contact: roshni@madbearproductions.com

Her name means “light” and that is what she is… high energy, bright and fast. And yes… she does run regularly. While we’re not sure what she is running from (perhaps her two young kids) we know she’s covered a ton of ground. She was the Executive Producer for an award winning and number one rated morning show in Tampa for years. And now, she uses her unique blend of organization, storytelling and curiosity to help Mad Bear clients find their stories. Think of her as an architect, a story architect.