Join Roger S.H. Schulman for an in-depth discussion in this video Two sides of the globe, part of Storytelling for Business Video.
- Here's what happened when we visited the executives…at Globe International Bank…with our idea for their business video.…We presented a great story about the aspect of Globe's brand…we think is most important, trustworthiness.…The Globe execs paid close attention,…asked several penetrating questions,…then gave us their conclusion.…They hated it.…They explained that the story we had presented…had the right message but for the wrong audience.…Our story focused on the executive team at Globe,…showing their personal values…of integrity, altruism, and commitment,…and demonstrating how those values filtered down…into the bank and its branches all over the world.…
We hoped to communicate the message…that the folks who run Globe care about people…and so could be trusted to care about you and your money.…The Globe execs were flattered but taught us…that typical Globe consumers don't give a darn…who ran the company, no matter how upstanding they were.…No, the customers wanted to know…that they could give their money to Globe easily,…
AuthorRoger S.H. Schulman
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
Skill Level Beginner
Foundations of Video: The Art of Editingwith Norman Hollyn3h 47m Appropriate for all
1. What Is Story?
2. What's Your Story?
3. Out There in the Dark
4. Creating Your Hero
5. Building Your Story
6. Writing Your Story
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