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5 Steps to Help You Discover the Motivation Behind Your Story

5 Steps to Help You Discover the Motivation Behind Your Story

November 28, 2013 | Opinion | by Adrienne

A good production company will help you tell your story. Answering these questions will help keep costs down for your company.  If you focus on the key points of the story you want to tell, it will help the production company save you time when it comes to scripting, shooting and editing your film. 

It’s time to talk story again. In our last post on storytelling we emphasized the importance of how a story is told.  We asked you to think of the one story about your company that would create an emotional connection with the audience.

Another important detail in storytelling is the motivation behind a story. Below are some questions that will help you through the process of choosing your story.

  1. What is the purpose of the story? Why are you making a film? Are you trying to create investor interest, recruit employees, demonstrate a product to customers, sell a product to customers, create a specific image for your company etc.?  Each of these has a different and specific audience.
  2. Who is the audience?   The audience demographic will help define the style and content of a film.  What is the age, occupation, education, current trends etc. of your audience? A film can’t be all-things to all-people. It is much more effective to choose one audience and speak directly to it. If you have several audiences it is better to create a separate version of your story for each audience or come up with a new story based on that audience.
  3. Why are you telling them the story now? Is there an action you want them to take or impression you want to make?  Do you want them to buy your product, call your salespeople, invest money, think of your company as the expert in its field, come across as a small down to earth company or high tech giant? All these decisions will affect both WHAT the story is and HOW it’s told.
  4. What is your focus? One of the key mistakes people make is trying to say or show too much in a corporate film. Decide on one or two key points for your story and tell those well.  Many enthusiastic business owners and storytellers like to tell their audience everything they can about the company or subject. Doing that dilutes the message.  Focus on one or two memorable things that make a point
  5. How do you tell your story? Don’t forget the emotional connection we talked about in our earlier blog.  Rather than inundating your audience with a lot of facts and figures come up with a way to tell your story that is memorable and connects with your audience.

If you have a story to tell, don’t worry about being a great storyteller. What you do have is a passion for your business, service, subject or idea. You know your audience.

A good production company will help you tell your story. Answering these questions will help keep costs down for your company.  If you focus on the key points of the story you want to tell, it will help the production company save you time when it comes to scripting, shooting and editing your film. 

Here is an example of a company we worked with that asked these questions to themselves. Through a process of elimination, they discovered that the heart of their recruitment video was to show the town and community of Flin Flon, Manitoba.

Adrienne Sharp

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Adrienne

Adrienne

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