Join Roger S.H. Schulman for an in-depth discussion in this video Global conflict, part of Storytelling for Business Video.
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- As I explained in a previous lesson,…we've ended up with two scripts for Globe Bank,…one that targets consumers, the other aimed at businesses.…Both offer the same message that you can trust Globe…to take care of your money,…but each script storytells in a different way,…like the differences between Groundhog Day…and Edge of Tomorrow.…The consumer script attacks its mission conventionally.…First we see our normal world…and the problem it poses for our main character.…She tries to bring order to her financial house,…but it doesn't work,…causing her fear, anxiety and uncertainty.…
Then we meet Globe Bank and see how it may help the woman…overcome her financial and emotional insecurities.…The woman joins the Globe Bank family…and finds that she can trust Globe…the way she might trust her own family, happy ending.…The business script goes for the same…overall emotional and practical message,…trust Globe Bank to take care of your money.…By the way, don't think that because our potential customers…are business people, they're always business-like.…
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