3 Reasons Why Strong Narratives Sell

This film was devised for our client Isoperla to promote their app, Birdsong Id. Isoperla understood that bird watching was popular amongst the older generation and so they wanted to appeal to the family unit who would also benefit from the sharing, fun and educational aspects of the app.

Regardless of an audience’s demographic it is always worth considering these three things when using story for your short film or commercial.

1. We all need to be understood
A moving story is one that evokes an emotional reaction and a heightened sense of engagement; it is that special something that an audience identifies with. Narrowing down your demographic is a good place to start when finding this, but true empathy can only be found in those smaller actions and gestures that are universal to us all.

• What are their desires?
• Where do they want to be?
• Who do they want to be?
• How can a few simple actions convey this?

For the Birdsong Id app we focused on technology and the generation gap between users. Our film starts with a daughter resisting time out with her Dad and we finish the film with him becoming a hero; he exists in the digital age and still has a lot to teach his daughter.

2. We are all looking for a solution
Whether we are a child, an adult or an elder, we are all focused on improving our lifestyle. When telling a story through the medium of short film, take time to list every possible solution that your product or service offers. Consider the relationship potential of each solution and the questions your client may ask, such as:

• Will this service or product free up more of my time?
• Will it make me a better person?
• Will it protect me and my family or support us?

3. We all want to feel good
When introducing story into your video marketing think carefully about your company values. There are numerous genres such as comedy, drama or even documentary for your storytelling style and your values will help you to decide which is the most effective. Your audience wants to feel good, they want to be distracted from the mundane and be entertained. Brave commercials with strong stories achieve this and will always find a place in the heart of an audience.

Originally published at www.doubleshot.tv.