As introduced in the post content writing instructions, many times I insist that the art of storytelling (story telling) plays a very important role in content creation. For sharing this time, I would like to translate a useful content on copyblogger for you to understand and make good use of story telling.
We are surrounded and intrigued by countless stories 24/7.
It is present in various sources. In many news announcements, podcasts, email inboxes and blog comments. At coffee shops, meeting rooms, bars, Netflix and even in sleep.
While stories affect every aspect of life and focus attention on every aspect of economic life, story telling is crucial when you want to reach your target audience.
Since ancient times, stories have always been connected with people.
Since the advent of language, the art of storytelling has been at the center of our development process.
For thousands of years, before the text was written, stories have been passed down from generation to generation through songs and epic poems.
"The story of the world is at the heart of mankind, because they form the imagination of the people, which is the first necessity for progress." According to Byron Reese, The Fourth Age: Smart Robots, Conscious Computers, and the Future of Humanity
Without story telling, it is almost impossible to arouse imagination.
The story trains the brain & envision solutions to problems, and civilizations built on this ability.
So what makes your story memorable?
Every story has its own unique breath - depending on how we tell it. But all the great stories all share the same DNA.
There is an important core to the art of storytelling, and it often involves a blueprint. Each scriptwriter will tell you this.
After being nurtured, protected and accompanied, stories are what we most need in the world.
A great story can be related to society
A high school chemistry teacher and his family were very hard because of that meager salary. Their son has cerebral palsy and his wife just became pregnant.
When he was diagnosed with end-stage lung cancer, he had to face conscience, moral issues alone.
Should he commit a crime to earn enough money to support his family and to get treatment?
A story that can inspire
A university coach was frustrated because the current facilities were not competent to provide the right footwear for their athletes. After being inspired by a promising sprint, he turned to business investment to try to create a better running shoe.
His initial efforts failed, but he kept trying, and he put all his effort into the producer, but he never gave up. He persevered to create a homemade solution that he had originally stitched into the bottom of a pair of shoes.
His first experiments with shoes made hits, they kept growing.
From selling shoes on the sidewalk, to launching his own line, all his efforts were paid off. Those shoes were used by super athletes around the world.
A story can start with a tragedy but have a happy ending
At a very early age, a boy witnessed the death of both his parents by a criminal.
He grew up to be an influential billionaire industrialist, and secretly trained himself to become a hero fighting crime and protecting the weak.
In a city of corruption and crime growing exponentially, he embodies hope for the weak.
Heroes do not always wear robes
In the first story, Vince Gilligan's a Breaking Bad is considered one of the best TV shows ever made.
The hit hit won 16 Primetime Emmy awards and 58 nominations, Guinness world record as the most critically acclaimed show of all time, and had 10 million unmatched viewers for the night. That made it one of the most-watched television shows in America.
The second is the brand story of Nike, Inc. Their story is the backbone of the world's largest supplier of sports shoes and apparel, and it is used as a corporate holiday home.
In fact, Nike has a storytelling culture in their business model. They tell their story to every employee, viral it as if it were company culture.
The third is the story of The Dark Knight, aka Batman, a multi-billion dollar comic book character built based on the imagination of a number of artists and writers.
(You probably realize that the structure of this story is extremely familiar, it narrates the plot of the Batman movie that your kid would still watch.)
The story shook the reader
What helped make these simple stories a lasting brand?
Those stories stick with us because they tap into the core deep within us - Emotions.
Follow serious research psychology on how the story affects the human mind. The results show our emotions (like attitude, fear, hope) is strongly influenced by the story.
"In fact, fiction seems to be more effective at changing beliefs than content specifically designed to convince through arguments and evidence.. ”- Jonathan GOTTSCHALL,‘ Why Tell A Story Is The Ultimate Weapon ’
Psychologist Michael Grybko discussed with me the research behind the amazing storytelling on The Writer Files podcast, including how empathy makes storytelling an effective tool, why Hollywood continually touches on a hero's journey and how the blueprints help writers connect with their readers.
Empathy, sharing emotions and the theory of the mind
Remember that the potential market lurks in your conversations and that they all have to sound natural.
What makes us remember or share a story is empathy, which makes readers and listeners feel like sharing emotions with the narrator.
That's why TED talks are more engaging than the information you hear from young people trying to sell you modern furniture.
In Five Stars: The Secret Secrets to Get from Good to Great, author Carmine Gallo references the work of a research team at Princeton using fMRI brain scans to study topics that involve storytelling.
Their research shows that as a story has been told, the listeners' brain waves are synchronized with each other and with the narrator.
Why does the story synchronize our brains?
Neurons allow us to be part of the story's structure, and Mr. Grybko reasoned that they evolved this way because that was the most efficient way that humans could transfer knowledge to each other. .
Similar research also reveals the types of stories that synchronize listeners most effectively:
An easy-to-understand story can activate the connection between all listeners. In addition, only when we use the full, compelling, coherent story will the feedback spread more widely.
The researchers' conclusions confirm that the listener's brain reflects the speaker's brain when the speaker is telling a story about real experience.
The stories of sunset highlight the common point between the two that trigger a greater connection in brain activity between the speaker and the listener.
Conclude: Storytelling is like a flight simulator, but to be effective, it needs to be trustworthy, narrative and emotional.
How to find a topic that catches your imagination and gets readers to act
We are all competing with the busyness and hurdles of digital infotainment.
Two of my favorite quotes from OG Madman David Ogilvy put them together:
Tell the truth, but make the truth fascinating.
You cannot stop someone from being bored with your product; You can only attempt to care for them so they are interested in buying it.
Research will help you get to know your readers and understand their mood when they find your story.
Then study the great storytellers of our time. You certainly got off to a good start if you read novels or watch Netflix.
Think like a screenwriter, a television writer or a thrilling writer.
If you consider your content to be a series, your readers may find it intoxicating like an addictive TV show or a thrilling novel series - you can attract and keep the attention of surname.
These three simple models will help guide you successfully in storytelling.
1. Model of movie studio
Formerly a graphics company founded in the late 70s with 4 extremely talented founders. It was originally just a Computer Graphics Laboratory (CGL) but after gaining popularity thanks to Lucasfilm, it became known as Pixar.
Together with George Lucas, the company grew into a conglomerate in 1986, with the sponsorship of Steve Jobs, co-founder of Apple Inc., (one of the largest shareholders). Disney bought Pixar in 2006 for a valuation of $ 7.4 billion
One of Pixar's storytelling artists shared the company's 22 Storytelling Rules, which caused a fever on Twitter.
You can choose random or all rules to appeal to your own story.
One of the highlights that is immediately relevant is Daniel Pink's best-selling author under The Pixar Pitch.
One of my favorites is called ‘The Pixar Pitch.’ It turns out that every Pixar movie has an identical story structure that you can identify in six sentences. This is how you come up with your ideas like a Pixar producer
Let's see what he said about:
Once upon a time there was ___. Everyday, ___. A day ___. For that reason, ___. For that reason, ___. Until finally ___.
Pink did a great video on how to get it working here.
2. Model of TV manufacturer
As a huge fan of the controversial television writer community and host Dan Harmon, I wrote about his visual method to help you apply almost anything to the story.
Harmon created a condensed version of Joseph Campbell's Hero Journey, an algorithm he used to distill a success story in just eight simple steps, putting the protagonist on the journey. discover yourseft.
- The main character finds himself in the comfort zone (normal life).
- They want something (to satisfy their wishes or solve a problem).
- They enter a strange situation (a call for adventure). They have to adapt to it (and overcome resistance and objections).
- They get what they want (a mentor appears to guide them and provide the key to solving their problem or satisfying their wishes).
- But pay for it (call to action).
- They return to their familiar situation (they apply the solution you provide)
- They have changed (for the better).
The TV producer has applied his story algorithm to almost every creative project he has done and it has earned him admiration and a recent Emmy Award for the animated series. Figure Rick and Morty.
3. Novel series model
It is difficult to ignore the 10 Rules of Writing by Elmore Leonard, from his book of the same name.
You may remember some of his best work including: Get Shorty, Out of Vision, or Rum Punch (adapted into the movie Jackie Brown).
His short stories were also made into movies (3:10 to Yuma, The Tall T) and I was a big fan of his FX TV series.
Here are the simple principles he has used for his stories:
These rules I have chosen throughout the process to help me express rather than tell what is happening in the story
Do not open the book with the weather
If it's just for the atmosphere and doesn't show the character's personality, you don't want to continue for too long. Readers will look for something new in other writers.
Avoid cliché words
An introduction after the introduction can make readers feel bored. These are often found in superficial genres. The prologue in a novel is the plot, and you can drop it wherever you want.
Do not change the narrative of the character
Never use an adverb to modify a verb
That's what he seriously advised. In this case it is a serious mistake. The writer is currently presenting a serious context, if using a distracting word, it can disrupt the rhythm of the conversation.
Use exclamation points in a controlled manner
You are allowed to use no more than two or three exclamation points per 100,000 prose words. If your specialty is to use it, show it well.
Never use the "abrupt:" switch words, or all hell broke down.
This rule requires no explanation. I have noticed that writers use the word "abrupt", which tends to be less controlled in applying exclamation points.
Use regional dialect, patriot, save
Once you start spelling words in phonetic conversations with single quotes, you won't be able to stop.
Avoid detailed descriptions of the characters
In Ernest Hemingway's White Elephant Hill, what do the Americans and the girl with him look like? She took off her hat and placed it on the table. It was the only reference for a description in the story, but we saw the couple and knew them through their voice, not the descriptive words.
Don't dive into the detailed description of places and things
Unless you're Margaret Atwood and can paint a scene in language, but even if you're good at it, you don't want the description to bring action, the flow of the story, to a standstill.
Try to ignore the part that readers tend to skip
Think about what you missed when reading a novel: thick prose texts with lots of word repetition errors. What the writer is doing, he is writing, perhaps another broadcast in the weather, or has entered the character's head, and the reader may know what he thinks or doesn't care. But I bet you don't skip the conversations.
The first requirement of copywriters is imagination and enthusiasm. You will be the script writer for the dreams of your potential customers.