Storytelling [For Marketing] in 47.8 seconds...
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:
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.