‘ONCE UPON A TIME’ - WHY A GOOD STORY IS ESSENTIAL FOR

MARKETING.

Are you sitting comfortably? Well, I’ll begin… Ever since Goldilocks staged a home

invasion of the three bears place, we all like to be told a good story – and a well told

story on film is the single quickest way for your client to absorb, understand and

remember your message and your brand. It’s more powerful than text, a glossy

brochure – or a full page advert.

Supposing you were selling jewellery made of gold plate – its just gold plate. A

tough sell. But what happens if you tell the customer a story. Lets say its gold plate

but the 9ct gold is added by a method devised by NASA scientists for use on Apollo

11 in the first moon landings. Give one of the scientists a name – lets call him Jim

and say that he was madly in love with his childhood sweetheart, Alice. Using a ring

made of his own unique method of laminating 9ct gold he proposes to Alice, she

becomes his wife and amazingly Alice still wears her ring today. Suddenly its not just

gold plate. Actually it is - but the story gave you a moment to catch your customer’s

attention. Turn the story into a short film and you will have engaged the heart and

mind and given the customer information to share with friends. If done well the story

will contain hooks, teasers and cliff-hangers to keep eyeballs. Making a film

compelling is crucial to engage your client.

There are many reasons why a good story can motivate an audience towards your

brand. They are emotional – they create empathy. If you can get to both your clients

heart and mind, you and your brand will be unforgettable. And, in a world of visual

media who wants to read when you can watch? A good narrative on film isn’t easy –

Alfred Hitchcock said you need three things to make a good film; a good script, a

good script and a good script. Get it right and you capture your viewer with the

Trojan Horse of entertainment. Statistic, graphs, facts and figures written down make

the majority of us develop blurred vision faster than a couple of bottles of decent

burgundy and have been forgotten in half the time it takes for the morning after

headache to go-away. But offered in a story experience and your client will remember

your facts and your message and more importantly share it with others. Whatever

your company’s story it is unique to your brand – it will make you far more

interesting to a customer than any advert ever can and most of us don’t even trust

adverts anymore. A good film contains ‘Take Aways’- facts – the kind that people

love to repeat. It should also be irresistible – if well told the story will keep your

client absorbing information about you for much much longer than any advert can. A

good film works for you worldwide, day and night to sell your brand.

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