Whatever happened to Cinderella's shoe? Who knows? It didn't go viral. Put another way: Story generation and the way we develop content has changed, and you must change with it.
Once upon a time, every brand and entrepreneur had a story to tell. The story line largely followed the same format. As in an elementary school English assignment, storytellers would introduce readers to the big five: characters, setting, plot, conflict, and resolution. Every story ended the same, too: "And they all lived happily ever after as leaders in the industry."
But frequently, the heart of the story—the meat that would resonate with consumers—was lost in the telling. Awareness might have been the key goal, but relevance and engagement with the target audience were often elusive. We just didn't dive that deep. And we couldn't. We were telling the story through 30-second broadcast spots or—when PR was employed—through earned media with word count restraints and editorial gatekeepers....
Via Gregg Morris
Once upon a time, every brand and entrepreneur had a story to tell. The story line largely followed the same format. As in an elementary school English assignment, storytellers would introduce readers to the big five: characters, setting, plot, conflict, and resolution. Every story ended the same, too: "And they all lived happily ever after as leaders in the industry."
But frequently, the heart of the story—the meat that would resonate with consumers—was lost in the telling. Awareness might have been the key goal, but relevance and engagement with the target audience were often elusive. We just didn't dive that deep. And we couldn't. We were telling the story through 30-second broadcast spots or—when PR was employed—through earned media with word count restraints and editorial gatekeepers....
Via Gregg Morris
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Storytelling for consumers.