Earlier this year (2018), we filmed some videos with Life Media UK. We wanted to tell our story and tell everyone what we were all about. The guys (and girls) there are absolutely amazing to work with, so we thought we’d get them to write a guest blog for us! After all, sharing is caring.
Here’s what they have to say about using video to tell your story…
Firstly, let’s start with why stories are so important. Stories are vectors for emotion and we know that emotions play a massive part in decision making. So, when we look at purchase influencing factors, the way we influence emotion is key in getting the desired outcome. Stories work so well because they allow us to place things into context, they absorb our attention and they are memorable. Those 3 factors mean they are great at building trust, strengthening relationships and delivering key messages.
Video should be part of everyone’s marketing arsenal. The facts and figures show that video is extremely effective and communicating your story through video is something you should to doing to market yourself or your business.
The other benefits of video, other than that fact it’s extremely popular, are the convenience and accessibility of video. If you have lots of information to deliver or want to tell a story that would be quite lengthy as a post or blog, then video is an incredibly powerful alternative.
What types of story and where to start?
Now you know why stories are important and why video is important let’s focus on some key methods on how to tell stories using video. The best place to start, is to firstly think about what your story actually is. There are 4 extremely easy stories that we all have to our disposal. These 4 types of stories are great because they don’t require you to be any good at creative writing. These stories are all factual and that is what makes them perfect as a starting point.
4 Stories you need to leverage in business
1) Your story
Your story is important to build trust with prospects. People like to know a bit more about you, your background, how you got started, what drives you, what your ‘why’ is, why is your business your passion etc. This type of story helps paint a picture of what makes you, you. It also provides an opportunity for you to share your vision, dreams and paint a picture of what’s next.
2) Customer Story/ Success Story
This story is all about providing evidence that you can do what you say you can do. Client stories are great to generating more business as they instantly provide social proof, they place what you do in to the kind of context that a prospect understands and they showcase the type of people you want to work with, which is crucial when trying to attract more.
3) Employee Story
Maybe you don’t have employees yet but if you do, then this is another great way to leverage their story. This type of film is all about communicating the culture of your company and showcasing some of the values that drive the business. This film will improve the perception of your business as it will prove that you’re not trying to hide your staff and actually take pride in them.
4) Day to day life story
What I mean by this is the day to day things that happen in your life, that you probably take for granted. An example being, ideas you had during a client meeting, a new challenge or obstacle you’re facing for the first time, a win or success, a horror story and how you recovered, the list goes on. But over the course of a week, I bet there’s loads of stories waiting to be told!
How to construct your story
There are lots of various ‘rules’ around building a story but I’m just going to give you 3 quick pointers that will help you to shape your story. It’s important to remember, that even the stories that are true, still need structure in order for them to be effective.
1) Beginning, Middle and End
Sounds really obvious doesn’t it? Have a beginning, middle and end. It may feel silly to remind yourself of that but just how many stories lack pace, clarity, structure and feeling because there’s no clear beginning, middle and end? Mapping out the three sections also gives you an opportunity to plan out the content of the story, leave out any unnecessary junk and keep everything concise.
2) Emotional switch
Emotional switches are when things simply go from good to bad to good again. An emotional switch is key to making a story exciting. I mean a story of a superhero not risking everything to be victorious, not facing any adversity or challenges, is just very boring. So every main character within the story faces at least one emotional switch which makes the whole story have some depth, have some meaning and will be a lot more exciting for the client.
3) A character we care about
The final part I would suggest, is to have a character we actually care about. Build some trust, rapport and love because otherwise, we don’t care about the character going through the emotional switch. If we don’t care about the character, we stop caring about the story and completely switch off. So choose your character carefully, describe them and ensure the audience understands that this character matters!
There are a few different types of video you can use, which have various pros and cons. We won’t get too bogged down in the granular details of the ups and downs because each business is different and a lot depends on your audience and of course, your budget.
1) Real Life Video
Real life videos could be broken down into many sections but I’ve listed some sub-section ideas here.
a) A video blog
b) An interview
c) Mini documentary
d) Short film
Real life videos are great for different reasons but my personal favourite thing about them is that they really do well for humanising brands. If your audience doesn’t see many humans in your communication, this is probably a great way to start.
Animation can be expensive but there are lots of online tools that will help you create your animated story yourself. These tools are sometimes free but they always cost time. Creating a good-looking animation can eat up a lot of time, so just be aware of that.
3) Photo slide show
Not something I’d recommend massively but something that Youtubers do quite well. These videos are basically just one photo after another with some narration over the top. Like I said, they don’t always look that great, but they can get the job done.
So, there you have it. 4 types of stories with 3 strong pointers and 3 different ways to utilise video. Hopefully you’ll go out and kick some butt with your newly formed stories! If you want more content like this, why not check out our blog page!
Special thanks to Sunjay, Will and the whole team over at Life Media UK. If you’d like to see some of the video’s we created together, click here to visit our YouTube channel.