7 Powerful Storytelling Formulas · 2018. 12. 27. · 7 Storytelling Formulas •AIDA •Three-Act...
Transcript of 7 Powerful Storytelling Formulas · 2018. 12. 27. · 7 Storytelling Formulas •AIDA •Three-Act...
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7 Powerful Storytelling Formulas
Walter Lim
Chief Content Strategist
Cooler Insights
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Clients & Partners
Over 50 Companies and 1,800 trainees in 4 years
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The Five Elements of a Story
1. Message
2. Conflict
3. Characters
4. Plot
5. Setting
SETTING
Extracted from “Storytelling: Branding in Practice by
Klaus Fog, Christian Budtz, and Baris Yakaboylu”
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Establish Your Setting (Context)
VS
Fiction Non-fiction
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Themes: Story Archetypes
#1 David and GoliathHow a small and delicate enterprise can beat the 800 pound gorilla through sheer ingenuity.
#4 Hare and TortoiseHow steadfastness and determination helps a small company like yours to win the race.
#2 Dennis the MenaceAn unconventional and sometimes controversial approach which surprises incumbents and helps to win hearts.
#5 Robin HoodHow your company acts as the bastion for all things good, fighting for justice despite its relative obscurity and powerlessness.
#3 Ugly DucklingHow the “black sheep” which nobody thought would ever be outstanding become a major force to be reckoned with.
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What Is His Theme?
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Definition of a Plot
A Plot describes the events that make up a story, with events that relate to each other
in a pattern or a sequence.
https://literarydevices.net/plot/
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Theme vs Plot
THEME
“What does this story have to say about life?”
“What is your key message?”
PLOT
“What happens in the story?”
“What does the excitement depend on?”
“Universal truths”
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7 Storytelling Formulas
• AIDA
• Three-Act Structure
• String of Pearls
• Star-Chain-Hook
• Freytag Pyramid
• StoryBrand Plot Structure
• The Hero’s Journey
(Monomyth)
Shorter Social Media Content Formats
Longer Social Media Content Formats
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#1 AIDA
• Attention: Attract with attention-grabbing image or headline
• Interest: Stimulate interest by describingmain benefit
• Desire: Deepen desire by providing further benefits
• Action: Provide a clear Call To Action (CTA)
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AIDA Example 1• Attention: Video of a
Google search is eye-catching
• Interest: Stimulate interest with main benefit No admin fees
• Desire: Further benefits of earning KrisFlyermiles, 28” luggage, and S$170.
• Action: Clear sign up details and CTA in link.
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AIDA Example 2
• Attention: Red coloured visual with a robot-looking figure
• Interest: Stimulate interest with main benefit being fluent in Chinese
• Desire: Further benefits real-time conversation, ask it anything, learn at home
• Action: Pre-orders at 50% OFF!
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• Act I: Setup where stage is set and characters introduced• Act II: Confrontation and conflicts• Act III: Resolution of the problem with your product or service
#2 Three-Act Structure
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A Different One Minute
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Three-Act Structure Example 2I. Set-up:
Divorce and property ownership
II. Confrontation: Stress of selling home
III. Resolution: Selling home fast to move on
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3-Act Structure Eg. 3
1. Act I (Setup): Company want to branch into take-home soup packs
2. Act II (Confrontation):14-day shelf life of soup packs too short
3. Act III (Resolution): SPRING’s CDG helped them extend shelf life of products to 120 days
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#3 String of Pearls
String together a series of details which act as “selling points” one after another.
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String of Pearls Example 1
• DBS Bank’s images and benefits to strengthen value proposition to SMEs
• Presented on a Facebook Carousel Ad
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String of Pearls Example 2
Singapore Police Force highlights heroic attributes of police officers in recruitment ad
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# 4 Star-Chain-Hook
Developed by Frank Dignan, this works on the following basis:
• Star – Attention grabbing opening focused on your product idea
• Chain – Series of facts, sources, benefits (similar to Chain of Pearls)
• Hook – The Call To Action (CTA)
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Star-Chain-Hook Example 1
All in just one Tweet (140 characters or less)
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Can You ID the Star-Chain-Hook?
• Star: Eye-catching visuals and Headline
• Chain of benefits:
1. Escape heat
2. Gorgeous markets
3. No long haul flight
4. Best picks
• Hook: From $24/ night
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#5 Freytag’s PyramidCreated by Gustav Freytag and comprises 5 parts1. Exposition: Provide
background/ context2. Rising action: Build
conflicts and challenges leading to…
3. Climax: Most exciting ‘fight’ and turning point
4. Falling action: How conflict is resolved
5. Dénouement: A happy ending
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Example of Freytag’s Pyramid
Exposition (Context)
Rising Action
Climax + Falling Action
Dénouement
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Another Example…
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Source: https://www.thinglink.com/scene/583708387175301122
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#6 The StoryBrand Plot
Donald Miller
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Example: Star Wars Story Plot
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Example: IT Solutions Provider
• Your Hero: Owner of small business.• Faces Problem: Spends a lot of time
keeping records manually. Loses track of his financial accounts. Stressed!
• Meets Guide: Smart Wizard software• Who gives a Plan:
1. Fill in this assessment form2. Use our software FREE3. Speak to our friendly consultants
• Calls hero to Action: ”Try our software FREE now!”
• With a Happy Ending: “You can spend more time growing your business. And with your loved ones.”
• Inaction leads to Tragedy: “Don’t Waste Your Precious Years!”
Image source: http://asiarisingtv.com/tag/asian-business/
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GIVE THEM A PLAN FOR ACTION!
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#7 The Hero’s Journey
Created by Joseph Campbell and known as the Monomyth.
Biblical stories, LOTR, Star Wars, Harry Potter and other many others.
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#7 The Hero’s Journey
Total of 17 stages, with 3 main acts:
1. Departure (Separation)
2. Initiation (Descent and Initiation)
3. Return (with Reward)
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Example of Hero’s Journey
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Source: https://www.scoop.it/t/serious-play/p/1804500338/2012/05/18/karl-with-a-k-hero-s-journey-template
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7 Storytelling Formulas
• AIDA
• Three-Act Structure
• String of Pearls
• Star-Chain-Hook
Longer Stories
• Freytag Pyramid
• StoryBrand Plot Structure
• The Hero’s Journey
(Monomyth)
Link Posts, Tweets, Facebook/Instagram Photo Posts, Infographics, short videos, Instagram Stories
Longer form videos, Blog articles, LinkedIn posts, customer stories, branded series (eg DBS Sparks), Website Copy (eg About Us)
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Crafting a Storyboard
• Visual sequence of each frame
• Ensure key plot points covered
• Include text overlays
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Storyboard Example
http://scff.info/example-of-storyboard-powerpoint/
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Another Example…
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Storyboarding Tools
• Canva.com
• Storyboard That (https://www.storyboardthat.com/ FREE version has limited functionality)
• Storyboarder(https://wonderunit.com/storyboarder/)
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Craft Your Stories
1. Create Your Characters and theirContexts
2. Choose Storytelling Formula
3. Craft a Story Board for your Story!
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What is the correct sequence for this story structure?
Question
A
B
C
D
EF
G
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Answer:
C, G, A, B, F, D, E
Answer
A
B
C
D
E
F
G
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BONUS: Free Writing Guide
Download a free guide with 28 writing secrets used by professional writers.
http://bit.ly/coolwritingguide
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Connect With Me
coolerinsights.com
Facebook.com/coolinsights
Linkedin.com/in/coolinsights
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Start with a Hook;
end with an Action
STEP ANSWERS THE QUESTION STORY SPINE
Transition In
(Hook)
Why should I listen to this? Have you always wanted ______
and ______?
Context Where did this take place?
When did it take place?
Who is the hero?
What did the heroes want?
Back in _______, at ________,
there was ______, and they were
trying to …
Challenge What was the problem/
opportunity?
Then, one day _______
Conflict What did you do about it? So they _______, and then
________, and so they ________
Resolution How did it turn out (for
everyone)?
Eventually…
Transition Out
Lesson(s)/
Morals
What did you learn? What I learned from that was…
(That’s when I realised … That
explains why … What I’ve since
come to realize is ….)
Recommended
Action (s)
What do you think I should do? And that’s why I think you
should…
From:Sell With A Story by Paul Smith