Nimble Thoughts

Micro thoughts and minor insights.

A collection of storytelling nibbles by:

© Cole Akins

Storytelling [For Marketing] in 47.8 seconds...

Storytelling is:

Language

Problem/Solution

Intention/Obstacle

Contains A Hidden Structure

Transformative (Character/Audience start and end in a different place)

Informative and Entertaining (No matter the platform)

Promotes Intentional Feeling

Successful storytelling focuses on incorporating the following elements to enhance audience attention:

Access

Takeaways

Talent 

Nostalgia/Heritage

Aspirations

Accessibility

Escapism

Unique/Timely Events

The audience is both ignorant and bright. Intelligent and dumb. Concepts should be translated into messaging simple enough for a 7 year-old to understand. Take heed the nuance of the collective audience as a whole, and the individual pair of eyes. 

There are lots of books on storytelling geared to marketing. All marketing is storytelling, yet marketing didn't invent storytelling. Storytelling is a craft. An art. So to understand the craft, be aware of the masters.

Start with Aristotle. "Poetics" has been studied by storytellers long before marketers started pitching The Hero's Journey. Read James Blake. Go to a free museum. Value diverse experiences and observations.

Audience attention = currency. The new goal is to get people online to get offline. Empathy 1st, data after. No ego.