Join Roger S.H. Schulman for an in-depth discussion in this video Moral: Heavenly values, part of Storytelling for Business Video.
- Marketers call the takeaway of your business video,…the message we've been talking about,…your value proposition.…There, I snuck another bit of jargon in.…The value proposition tells your audience…why they should do what you're telling them to.…In the world of advertising and marketing…that why usually has to do with…how your product or service will solve…a pressing problem and do it better than any other way.…A value proposition is not the same thing as a slogan…which is a snappy catch phrase that summarizes…the feeling behind the value proposition.…
Here's the value proposition for the high tech…taxi company, Uber.…"Uber is the smartest way to get around.…"One tap and a car comes directly to you.…"Your driver knows exactly where to go.…"And payment is completely cashless."…But here's a slogan for Uber.…"Your day belongs to you."…That's a snappy catch phrase that sums up…the feeling behind the value proposition.…Your value proposition is all important…to your business video.…But I don't want you focusing on your value proposition…
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