Who hasn't ever told themselves a story? Who hasn't ever slightly exaggerated their holiday adventures during lunch with colleagues? Who hasn't at some point imagined another life, that of their boss, around the coffee machine? Who hasn't ever told their child a story before putting them to bed?
Stories keep growing, and brands tell their own stories too! They know this well, since the storytelling is a communication method worth knowing to engage your audience. The format and successful script? Videos combining emotion and humor… produced by the brands themselves. Club We Are COM met with Elise, a psychologist specializing in communication, to reveal the recipe for a storytelling Breathless: 4 ingredients and the right dosage!
4 essentials for building your story
#1 The context 💡
It is important to include universal benchmarks that can allow the the movie projection.
« In psychology the movie projection This is the process by which an individual attributes their own emotions, qualities, and desires to someone else. It is the ability to see one's own feelings outside of oneself and to have the sensation that they belong to the other person. "It's a reassuring mechanism for individuals. Therefore, you need to find the delicate balance between the original idea and the elements of projection common to your target audience."
#2 Who? 💃
When starting to write a screenplay, this is often the first question we ask ourselves. It's what will allow the viewer to become involved, invested in your story, and to identify to him.
“On the contrary the movie projection, the identification is the movement by which a person can find their own characteristics reflected in another. Through this, one develops what is called empathy.Empathy is our ability to understand and feel the emotions of others without attributing them to ourselves. It is powerful "Because it appeals to our emotional experiences."
Emotions have a great influence on memorization. It forms an essential part of decision-making. And they must be levers for achieving objectives. in our communication strategy.
#3 What does it do?
The action: It is the purely narrative element that will bring about rythme and reality in history. It is thanks to the elements of action that our story will have substance, depth, and movement. Let's say that this can be likened to the " reality principle » in psychology "This therefore reminds viewers of their own responsibility in daily life and reinforces the sense of identification described earlier."
#4 Why are ?
This is simply the essence of your story and what guarantees its meaning. The "why" must absolutely refer to one or more universal themes:
« The universal This is what sets it apart from the particular. It must therefore address common themes, regardless of our culture, beliefs, values, morals, sexual identity, etc., and resonate with the viewer. However, to understand it, the viewer doesn't necessarily have to have experienced it themselves. Examples: childhood or family, poverty or wealth are universal subjects.
Do you love stories? Learn how to create them! A storytelling workshop from the We Are COM Club at the#anticafe To understand the logic of fiction and apply it to brand storytelling! Thank you to all the members and to Elise for this great dose of inspiration 👏 pic.twitter.com/DmDwJnbtZ5
— We Are COM, accelerator for communicators (@We_are_com) January 23, 2020
Now create your story! Ready🖋️?
Step 1: Setting the scene
Your storytelling It can be rooted in a local or known situation. To give it substance, it must also be made universal but embodied in a specific environment. Let's get down to business!
Step 2: Formulate the who, does what, why
This is simply the essence of your story; which character will embody it and be the guarantor of its meaning?
Step 3: Create tension by contrasting the elements
It is at this moment that the story begins to come to life. A balance takes shape between the 4 elements Context – who – does what – why. The higher the tension, the more gripping the story will be. Intensity The story here is rather weak.
Step 4: Refine the details to serve the tension
By respecting the natural chronology of the story, elements can be added that complicate the main character's situation. It is the character's ability to cope with, and then be confronted again with, surprising situations that will create a connection with the viewer, and let's admit it, an attachment, even a kind of addiction.
This is exactly what we experience in our daily lives: facing unforeseen situations, finding solutions, and being called upon again. Once again, it's the whole of psychic movements (identification, projection, universality, generalization, principle of reality) which will maintain the attention and involvement of your target audience.
TOP 3 best practices identified by clubbers
1. The hero 🤠 What's important is that your reader can identify with your heroes, your brand ambassadors.
2. Emotion 💕 Bet 100% on this! If you manage to evoke a strong emotion – whether positive or negative – your message will be heard and, moreover, remembered.
3. Be creative 🖌️ You have to know when to trust your instincts (or not). Finding the right balance between reliable reference points and an idea original will allow you to gain an audience.
The replay and presentation materials
