From the course: Storytelling for Advertising Campaigns
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Story adjustment and optimization
From the course: Storytelling for Advertising Campaigns
Story adjustment and optimization
- There's a truth about the story builder that can work for the benefit or detriment of the story depending on the quality of the story. Oftentimes the story builder just didn't hit all the marks the first time out. This is true of any creation. The first iteration can always be improved. Since story has no ultimate state, its subjectivity leads us to naturally iterate. Every story can be optimized to be a little better. The strongest opinion of what should be optimized in your story will always be your audience, so ask them. Ask them what could be better, what didn't make sense, and most importantly, what moved them and what failed to do so. You don't have to take every piece of feedback as a change order, but knowing how your audience perceives your story is paramount. As commercial story builders, we get so close to our stories. They make sense in our minds. But we often forget our audiences don't have our context and haven't lived with the story for nearly as long.
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