That, in a nutshell, is the process a well-told story puts an audience through. And hopefully, if the climax is well done, it will trigger them to take an action: to remember your product next time they're in the store, or to go online and look it up. you have them in a state of empathy, curiosity, and suspense, you can hold them for thirtycu seconds, a minute, or more. Naturally, this arouses curiosity: how is this character going to put their life back into balance, to the positive? The change gets attention, the fact of things going out of balance arouses their curiosity, and then if you tell the story well, this protagonist, this core character, has within them some essential human quality that the audience recognizes and thinks, "that is a human being like me." Once they make the connection that this story is about someone like them, they're personally invested. (It could be to the positive, but even if it turns to the positive, it's going to become negative in a moment.) When someone is watching a story, something happens that turns the situation, usually to the negative. The way in which a story begins is a starting event that creates a moment of change. But if something around you changes-if the temperature around you changes, if the phone rings-that gets your attention. As long as things are moving on an even keel, you pay attention to whatever you're doing. Story is the most effective way to get attention because what attracts human attention is change. The way to persuade the buyer is to get their attention with a story, and that is very difficult in this day and age of distraction. They're not going to let marketers tell them something they don't necessarily believe. Then they'll go online and they will rate it.
If they're going to purchase the product or hire the service, they'd rather wait to see the performance of it. They also believe that the promises brands make may or may not be kept. They're annoyed by "We're the biggest, we're the best, we're the shiniest, we're the newest, we're better than the competition."su They find those claims doubtful at best. What have smartly realized is that the millennial generation and generation Z coming up behind them have an adverse reaction to bragging. The classic advertising technique, that literally goes back to Benjamin Franklin, has been bragging and promising. They stop promising, and they tell story. What do they do well? First, they stop bragging. Today, brand storytelling is being talked about more and more in the marketing industry as a strategy. I spoke with McKee about the shift marketers are beginning to take from investing in traditional advertising to telling stories people want to hear, as well as learning story craft. Thus, talk in stories."īut how do brands actually "talk in stories?" Alex Paufler, CEO and president of Mercedes-Benz Thailand, recently told me the value of McKee's doctrine: "Customers, business partners, and employees do not remember numbers or bullet points well, but they remember stories. John Cleese has said of his seminar, "It's an amazingly important course that I've gone back to do three times," and marketers from brands such as Kraft Foods and Pepsico have credited McKee's seminar, Storynomics, with transforming the way they reach and engage their audiences. McKee's students have collectively won sixty Oscars, 200 Emmys, and hundreds of other prestigious awards. Who is Robert McKee? According to many, he's the world's foremost educator on story form and brand storytelling.
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