Are you a business or nonprofit that wants to create a video? You may have an idea on what you want to convey but are a bit lost when it comes to structure and focus. Stories can be told by almost anyone, but memorable stories are told with purpose. Have you ever known someone who rambles on and on and you do not know what the point of their story is? You do not want to be that guy, especially when you are creating a brand story for your business. It’s important to get your point across in an efficient manner without adding confusion. I will outline two story structures that can benefit your business or nonprofit. I have learned the following information from Muse Storytelling.
An origin story – An origin story focuses on a brand, business or idea that came about. Thereare six steps to this process.You need to choose a character that was involved in creating the brand or business. Choose wisely, and pick someone who has heart and passion, this will go a long way on camera.
Find an early conflict that occurred during the building process of your brand or business. What kept you from your desire? Without conflict you really do not have a strong story, so find the conflict and how you overcame the conflict. When you choose your conflict be specific. Details will help you personalize the conflict within the story. What was the first hurdle that allowed you to overcome the conflict? Next, try to remember a few major events that occurred on the way to overcoming the conflict. Last, focus on the takeaway. What do you want people to do or remember from the story? Think of this as the conclusion and make it strong.
An Impact story – These stories are best for nonprofits.Base your story around you client or customer. Instead of a CEO telling the story, use someone who has benefited from the service of the nonprofit. People will identify with someone who has benefited more than they will a CEO. Once you find your character you want to use for your story have them talk about the problem they faced before they received the nonprofit’s help. Then have the character talk about why they needed help. The character can then talk about the steps they took in finding a solution, this is the journey they went through. Next would be the character’s experience with the nonprofit. They can talk about the service they received and how it made a difference in their life. The last step of the video would be the call to action. What do you want the audience to do? Do you want them to donate money? Share the video?
There are several other story structures you can use, but I feel these are a great start. If you have any questions or need help with telling your story feel free to email me or call me.
I have been working in television and media for over 18 years. My experience includes news photojournalist, editor, producer and storyteller.