So, here’s Thought Experiment #5

August 8, 2014September 18, 2018 / Editrix Steph / Leave a comment

There’s always time for lateral thinking.

One of the great and abiding tragedies of the modern world is the cancellation of a show called Firefly. This brilliant study in character and world building, helmed by Avengers director Joss Whedon, lasted a paltry eleven episodes, though fourteen were filmed.

Y’all, it was good. So good. “Best BBQ you’ve ever had washed down with an icy cold beer” kind of good.

One of the best things about the show was how it took genre expectations and tweaked them. Sure, there were spaceships and far-flung worlds and a galactic empire. But it wasn’t Science Fiction. At its heart, it was a Western.

Which brings me to my thought experiment: What genre is your business? And should you subvert it?

To return to the imaginary flower shop we’ve discussed, it would be easy to define them as a Romance (in the modern, not classical sense). But could they twist that around, set themselves apart from the competition? What about a Science Fiction approach? Easy enough to establish with imagery. Beakers. Clipboards. Very Serious People in Very Serious Lab Coats. All of that would stand out against a background of pastels and petals.

Why would I ask this?

Because you, buddy, should start thinking about intelligently subverting expectations.

Give it a think. See what occurs to you.

So, what does storytelling require, anyway? Part 2

August 5, 2014August 29, 2014 / Editrix Steph / 2 Comments

When we last left our intrepid hero on the road to narrative success, I was breaking down the four classic narrative tropes. Not just out of the goodness of my heart, though. Nope. Out of a desire to help make marketing that doesn’t suck. And as luck would have it, there is an incredible of excellent marketing that concentrates on the next trope. So let’s take a look at…

Protagonist vs. Society, ie: The Man Can’t Keep Me Down (Unless We’re Talkin’ Orwell Because In That Case Yikes), Fighting the Good Fight, Plucky Hero Battling Overwhelming Odds, Me vs. An Entire Culture Set Up For Folks Who Are Morning People Where Is My Coffee Continue reading →

So, here’s Thought Experiment #4

August 1, 2014September 18, 2018 / Editrix Steph / Leave a comment

There’s always time for lateral thinking.

Storytelling is my obsession and my life, sure, but not all stories need to be on the list of the longest novels in the English language. Ernest Hemingway famously was issued a challenge to tell a story in just six words. Here’s his reply:

“For sale: baby shoes, never worn.”

Heartbreaking, mm? All that pathos crammed into six words. Extraordinary economy.

And that’s exactly what you need in social media storytelling. Can you do it for your brand? Let’s say, for example, you have flower shop.

“You’re in trouble. We can help.”

That’s a little too easy, isn’t it? Plays to negative stereotypes about how men and women interact. Can we do better?

“Rainy days need color. Send flowers.”

That’s a little better. Reminds folks to use your service for Just Because, not just Special Events. But maybe we can do better than that.

“She’s wondering. Answer her with flowers.”

There we go. Nice. Concise. Worth the price.

Why would I ask this?

Because you, buddy, should start thinking about making your message fit the medium.

Give it a shot. See what you get.

So, can you tell me more about this brand-as-character idea?

July 28, 2014August 29, 2014 / Editrix Steph / 2 Comments

I got an email from one of you lovelies asking for a little detour. He wanted me to circle back around to an earlier concept and flesh it out. So let’s get crackin’.

Storytelling is fundamental to how the human brain understands the world — especially fundamental to how we remember information. And why would you spend money and time on marketing material, traditional or social, that’s hard to remember? There’s a reason we teach kids the alphabet with a little song that has a narrative. This happens then this happens then that. Monty Python got in on the action with their Oliver Cromwell song, which rumor has it John Cleese wrote to help one of his kiddos study for history class.

But it doesn’t take musical genius (or silly walks) to make something stick. Continue reading →

So, what does storytelling require, anyway?

July 22, 2014August 29, 2014 / Editrix Steph / 3 Comments

I’m so glad you asked! You’re my favorite. Don’t tell the others. It’ll be our little secret.

The short answer is that storytelling is narrative and narrative is driven by conflict. The long answer? Let’s dig into the guts of that.

Traditionally, conflict comes in the form of the big four: Man vs. Man, Man vs. Society, Man vs. Nature, and Man vs. Self. (But since this is 2014, I’m just going to go ahead and use the term Protagonist, or even Protag, because c’mon. There’s also some other X vs. Y ideas, and we’ll delve into those too.) What do each of these categories mean, especially in terms of marketing? We’ll take ’em one by one. Starting, in this post, with… Continue reading →

So, this is extra-crispy levels of creepy.

July 15, 2014July 16, 2014 / Editrix Steph / Leave a comment

I don’t usually blog two days in a row, but for poor Comcast, I’ve made an exception.

Slip on over to Fast Company and read about the most terrible bit of storytelling since Spiderman 3 hit us with that dance sequence.

When someone wants to cancel a contract or service, yes, by all means, ask if there’s anything you can do to help change their mind.

Once. Not for twenty minutes.

This is a serious case of narrative fail. Customer service reps have to be able to understand the customer’s desires, interpret mood and motivation. They have to tell the right story in response. Social intelligence, just as we discussed before.

I’m inclined to think this will go viral, especially since the recording is so easily shared via Soundcloud. But if nothing else, said recording certainly is instructive.

So, here’s Thought Experiment #2

July 7, 2014September 18, 2018 / Editrix Steph / 1 Comment

There’s always time for lateral thinking.

Who would you cast as the lead character for some of the businesses and brands you’ll encounter today? Who is the name above the title on the movie poster?

For example: If I were casting Tiffany & Co., I’d chose Helen Mirren. Classy, established, effortlessly elegant, strong positive associations…sounds like a natural fit.

What about your phone company? The sandwich shop you like near work? The extermination company who’s van you’re stuck behind in traffic? Maybe you’ve got a Tom Hiddleston pet grooming place nearby, or a Jet Li plumbing biz. Could be that Octavia Spencer would be the perfect fit for the salon that cuts your hair.

Why would I ask this?

Because you, buddy, should start thinking about the character that is your brand.

Think about it. See what pops into your head.

Storytelling for Success

Don't be creepy.

storytelling

So, here’s Thought Experiment #5

So, what does storytelling require, anyway? Part 2

So, can you tell me more about this brand-as-character idea?

So, this is extra-crispy levels of creepy.

So, here’s Thought Experiment #2