Let Your Film Stand Out!
I’m still doing the research, but my best guess is we see 300–700 marketing messages per day, including the ad overload we get from the Internet and video gaming. That is a huge number. Paul Verna, an eMarketer senior analyst said, “Ad blocking is a detriment to the entire advertising ecosystem, affecting mostly publishers, but also marketers, agencies and others whose businesses depend on ad revenue.” In the past, most of our interaction with ads was done while our brain had no specific task in mind. We were open for entertainment. Scanning through television channels is a good example of that. It means our brain is accepting the advertising content coming our way.
While we are online, we are usually looking for something specific. There is a task logged into our brain and anything that comes in the way of that is a distraction.
Optimal Foraging Theory
In this mode, our brain is constantly filtering our environment so that it can stay relevant to our intent. Make sense? It’s why we ignore ad banners, pop-ups, and even messages appearing on our social feeds. This filtering happens subconsciously based on a primal engine: the promise of reward or the frustration of failure.
This information is important because you need to learn that storytelling is becoming more and more difficult. Scientists, in the midst of researching the topic of storytelling, have discovered that certain words and phrases have lost all storytelling power. Figures of speech like “tough day” are so familiar that they are treated simply as words and no more.
Target Audience Emotions With Stories
The brain’s frontal cortex (the area of your brain responsible to experience emotions) cannot be activated with meaningless words. Your audience does not choose their emotions and that’s a good thing! Here is something very important to remember: Our feelings influence our thinking way more than our thoughts influence our emotions. Keep this in mind while you are trying to tell your next story, produce your next video, or post something on social.
Storytelling is one of the most powerful techniques we have as humans to communicate and motivate. We all love a good story, whether it’s a novel, a movie or simply a friend sharing a new experience with us. You are a filmmaker so storytelling should come natural to you.
What are your goals for telling stories as a filmmaker? I’d love for you to tell me in the comments below!