Tip 6. Every good story has a certain emotion
Be aware of your audience: don't tell them what you want to tell them, but tell them something they are waiting for (or at least something they could appreciate). In other words: be relevant to your audience. One of the ways you can do that is by creating an empathy map. Discover what they are concerned about, what sentiments are at play. Then you can determine how you can trigger them to take action. You do that, Waldron states, by triggering an emotion in them. In fact: there is no persuasion or seduction without emotion involved.
A great practical example is a video from Google, in which they show the practical applications of Google by means of a story. The video was viewed five million times in twelve hours, which is incredibly impressive for a video that shows applications of a company. The video below is therefore a must see .
It is a common complaint of content marketing agencies. A company has ordered a TV commercial, likes it very much and wants to push it via social media and YouTube. But that does not work. Each platform has its own dynamics and therefore its own rules. The dilemma, in short, is context versus content. Respect the dynamics of the platform.
Nike understands this. They made an impressive video (emotion!) about equality. The video in full length can be found on YouTube, because there is more time for longer messages. On Instagram, they are very short videos and pictures. Nike started a community on Facebook again, to get the conversation going. So play into the trends hong kong business mailing list and habits of the platform and follow those laws.
Tip 8. Become a story archaeologist
There is a chance that you are sitting on a goldmine of beautiful, distinctive and appealing stories, but that you do not see them yet. That is why Waldron advises you to actively search for these stories, by becoming a story archaeologist.
GE did that for example. They went deep into their organization and discovered the stories that were already there. That way you (re)discover what your passion (as a company) is. The idea is very much based on Sinek's Why (shame on you if you don't know it, but do look it up ). If you work with software (what), it can actually be about keeping people safe (why). Of course, it is also easier to find other storytellers than to create stories yourself. So become good at story listening and translate these stories into content.
I hope you (like me) are excited by these tips from the experts at Prezi and VICE. But of course, it is also possible that you are reading this piece and think that there are tips missing. What would they be.