A tip to create unique stories
This post is dedicated to Stephen Hawking. RIP.
"Look up at the stars and not down at your feet. Try to make sense of what you see, and wonder about what makes the universe exist. Be curious." - Stephen Hawking
Are you worried about your stories sounding the same as everyone else's?
Today we'll share tips on how to stay unique and get attention.
You may have heard that there are only seven types of story. Just think of movies that are similar to each other. For example, when The Force Awakens hit theaters in 2015 some people attacked it for being too similar to the original Star Wars.
You don't want to sound the same as your competition.
I recently read an article by J Barbush: Are stories dead - or just the way we tell them? Five ways advertisers can tell new tales.
"The stories we tell are beginning to look the same." - J Barbush
Barbush was focused on advertising. Yet the concern spreads beyond ads to all forms of marketing execution.
To avoid mimicking others you need to focus on two key things:
- Story structure
- Story content
Story structure is key to trigger all the irrefutable neurological elements that make a story so powerful for sharing and retaining information.
Story content is where your magic happens. If it is honest, authentic, and engaging it will set you apart from the competition.
Story content isn't just your story. It can be customer stories, founders stories or relevant fiction crafted to drive your point home.
The key is starting by asking 'why.' That will shape your hunt for authenticity. Here are some examples. Ask the question. Then use the nine whys technique to dig deeper.
WHY does this person/company struggle with what we can help with?
WHY did I choose to work at this specific company?
WHY do our customers get up in the morning?
Once you identify your unique story content you can deliver it in content shaped by story structure.
Here is an example to help illustrate the point.
There is a famous race track in Belgium called Spa. Home to countless races including dozens of F1 competitions over the years. Same track. Same corners. Same straights. Different drivers. Different cars. Different rivalries. Story structure is important, it's your track, but story content is your secret sauce to create unique, competitive stories.
Barbush makes a great point when talking about the craft: both cameras and the medium (e.g. TV vs. Phones).
"The key is to start with the story. If narrative is not the nucleus, the expression is merely a stately façade." - Barbush
With enough practice story structure will melt into the background.
With due diligence, your authentic, unique story content will rise to the top, grab attention, get you heard and inspire those to act.
On to this week's links!
It's the subject of this article, don't forget to read it
For those of you marketers looking to up your machine learning game as it becomes increasingly relevant to marketing. Now freely available.
As VR continues its march towards mainstream we have to consider all the ways it can be used in content experiences in the customer journey. This article is interesting because of Ready Player One's VR subject matter it's a great excuse for VR experiences to market the movie. Now, imagine that you tap into such experiences in your marketing and storytelling.
Go Narrative is a marketing consultancy that assists business leaders in technology firms to build and implement advanced marketing strategies. Our secret sauce is storytelling for business growth and transformation. We can help you cut through the noise and improve your reputation. We love helping business leaders understand, use and apply storytelling in business via writing, presentations, video, strategy and actionable plans. Get attention. Be heard. Make an impact.
More about what we do, download the PDF.