Pack 1,000 Years of Storytelling Punch into Your Next Sales Video

August 16, 2019

Storytelling has change into synonymous with promoting. Why? People reply to tales. They’re extra partaking than a string of info, and our brains are wired to answer storytelling codecs.

Consider that billions of individuals around the globe have seen Star Wars. Millions of children faux to be Luke Skywalker of their backyards. They don’t observe tabulating spreadsheets or promoting shares—they battle lightsaber battles, imagining themselves because the hero.

Imagine, then, the ability of making your prospects the hero in your outbound gross sales movies. It’s particularly efficient in enterprise as a result of buildings don’t write checks, individuals do. Even common counsels have a way of humor and wish to see issues which might be attention-grabbing, and tales are essentially the most time-tested attention-grabbing tactic.

Your Call to (Video) Adventure

Basic storytelling codecs haven’t modified in millennia and, by following them, you’ll give your video construction. The outlines of dramatic construction from the Greek thinker Aristotle nonetheless ring true, and are recognizable from Hollywood tropes to the novels you probably learn in highschool English. They’re simple to use, and following them can result in massive payoffs out of your video gross sales pitches.

Tell a narrative, have interaction a consumer.

Let’s take a look at two storytelling buildings: Freytag’s Pyramid, and The Hero’s Journey. Anyone who’s watched any DC or Die Hard films will acknowledge these buildings, even should you didn’t have a reputation for them. And if these storytelling frameworks internet trillions of field workplace earnings, it stands to cause they may increase gross sales for you.

In truth, when you begin breaking down the components of tales, you’ll notice you’ve in all probability been following some of the ideas all alongside. But should you can streamline your story, and make it much more related to your prospect—the hero—your movies can change into that rather more partaking.

Let’s take an instance.

Say you’re promoting widgets. You know your widget is 39% lighter than the competitors, works 53% quicker, prices 13% much less, and has 29% extra assist.

Your consumer is asleep by now.

But possibly, three years in the past you had a good friend who struggled with their widget, who complained about the fee, the scale, and the way pissed off they had been as a result of a widget half broke, and so they couldn’t get any assist to repair it. So you determined to do one thing about that. And you designed this higher, cheaper widget, and have around-the-clock o-call assist, and your good friend’s firm has now doubled their manufacturing capability.

This story suits the construction of Freytag’s Storytelling Pyramid.

Mockup graphic depicting Freytag's Storytelling Pyramid

Mockup of Freytag’s Storytelling Pyramid. Icons by XnimrodX.

In this pyramid:

  • The hero is the enterprise proprietor who makes use of widgets
  • The villain is the dangerous widget maker
  • The rising motion is the enterprise proprietor’s wrestle for a working widget
  • The climax is the brand new widget
  • The falling motion/decision is how a lot this new widget has helped his enterprise

Do you bear in mind any of these preliminary stats cited at the beginning of this part? Probably not. But I guess you bear in mind the story—the issue and the answer.

That’s the ability of storytelling in gross sales. Now let’s take a look at the Hero’s Journey.

Your Customer is the Hero

As Julianne Sweat of places it, “Every good sales story nowadays should cast the customer in the hero role. Customers don’t want to be ‘sold’—they want to participate in how the plot unfolds. Focusing on features and benefits is tired and outdated. It’s the customer’s narrative and triumph over adversity that saves the day.”

They wish to be Luke Skywalker beating the Dark Side. They wish to be John McClane or Wonder Woman, leaping into a fray, being good, courageous, or artful, and rising victorious.

The author Joseph Campbell famously outlined this archetype in his many books inspecting human nature, tradition, and storytelling. He connects the dots from Homer’s Iliad in historic Greece to virtually every thing George Lucas has ever touched. (His guide, The Power of Myth, is price a learn; the PBS documentary he did within the ‘80s can also be price a watch.)

In brief, the hero’s journey is a circle. The hero is known as to journey (damaged widgets put their enterprise in danger), they battle the villain (that terrible widget-maker), obtain supernatural exterior assist (you!), and return to the place they began—modified eternally.

Diagram depicting The Hero's Journey concept

Image through the Gunn Center for the Study of Science Fiction.

Focusing a story round a hero—particularly along with your gross sales goal because the hero in your extremely personalised movies—is so ingrained in us that it elicits unconscious settlement. We prefer it—and right here’s the important thing: This most historic of all strategies makes us extra probably to answer whoever’s telling it.

To promote higher via video, take into account:

  • Who is the hero
  • Who or what’s the villain or downside
  • Who or what’s the answer
  • What exposition showcases the way you perceive the issue and how one can cause them to a logical conclusion

Even Short Stories Sell

The excellent news is narratives don’t need to be movie-length to work. If you’ve executed the analysis about your consumer and mapped out your narrative, you may create an enticing hero’s journey primarily based on the widespread Freytag or Hero’s Journey mannequin in below a minute.

And if that minute sticks in your goal’s thoughts just like the plot of Star Wars, you’re speaking a few heroic increase to responses, conversions, and gross sales.

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Matt Heinz

President of Heinz Marketing, Matt has over 20 years of advertising, enterprise improvement, and gross sales expertise from a spread of organizations. He is a dynamic speaker, memorable for his eager perception, humor, and actionable takeaways. Matt’s profession focuses on constantly delivering measurable outcomes with larger gross sales, income development, and buyer loyalty.

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