Join Roger S.H. Schulman for an in-depth discussion in this video Choosing a genre, part of Storytelling for Business Video.
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- As long as we're using fiction storytelling techniques…to make our business video more entertaining…and informative, let's not leave…anything in the toolbox unused.…I'm talking about genre,…the category of your story that…determines its overall look and feel.…Most business videos are more or less genre-less.…The time is today.…The fashions are now.…The people are bland.…And well, who cares about the rest?…Let's do better.…Hollywood learned long ago that…by giving the audience clues as to what…they're about to see, their expectations…can be set up quicker and satisfied more deeply.…
In no particular order, here's a partial list…of genres that encompass 90% of the stories…you see, hear and read.…Drama.…This is narrative in its most unadorned form.…Drama forms the underpinning of every other genre.…Straight drama is what I've been describing…throughout this course and when in doubt,…you should head straight for it.…Comedy, this is drama plus laughs.…Comedy is an extremely popular genre…for commercials, documentaries by Michael Moore…
In Storytelling for Business Video, Roger S.H. Schulman shows the tools and techniques authors and screenwriters can use to make any business video clearer, more compelling, and more persuasive. These tips work equally well whether you're trying to sell a product or service or to simply establish brand awareness.
Roger examines the specific steps it takes to build an entertaining and memorable story, first looking at the various intersections between creative storytelling and marketing. Learn how to find the heroes (and maybe even the villains) of your story and use the three-act structure of Hollywood films to communicate the message of your business in a compelling way. Along the way, Roger builds a video script for a fictitious company step-by-step, and shows how storytelling techniques make the final script better in every way.
- Defining your story
- Finding your business story
- Understanding your audience
- Drawing the dramatic arc for your story
- Discovering the moral of your story
- Authoring the "hero" of your business story
- Finding conflict and resolution
- Outlining and drafting the script for your video