Story telling-tips

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    22-Nov-2014
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great story telling tips!

Transcript of Story telling-tips

  • 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. Conict The secret source of humor is NOT joy but pain. Mark Twain
  • 3. Text No conict, no story! Conict is absolutely required to create drama in any story, including marketing!
  • 4. Not all conict is a stght! Marketing drama can be as simple as a product comparison. Break this rule at your peril. Bad stories have zero conict.
  • 5. 2. Structure that which has a beginning, a middle, and an end Aristotle, Poetics
  • 6. Text 3 Acts are a Requirement Dont break the rules. Good stories all have the same structure. No argument.
  • 7. Learn the structure rst! Act 1 - The beginning; sets up the situation. Act 2 - The middle; is the complication or main conict. 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 Eisensteins Essays in Film Theory: Film Form; the chapter entitled A dialectic approach to lm 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, dont 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.
  • 13. 4. Sex and Violence
  • 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 conict 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 Conict (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 lm 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 dont know story. The term is over-used in our culture of blogging and content marketing. What most people callstories are pure information; they lack the essentials mentioned here. A true story has a plot and structure that includes a visual and emotional conict between characters (even if those characters are products).
  • 19. Go to our FREE Brandgineering Content Marketing School http://www.brandgineering.org/content-marketing-school