Use Your Marketing Skills To Structure Story
As a marketer you write 'case studies'...
You know, Problem, Solution & This be the results - well, so it is with your plot structure as follows:
How to structure your story with a clear beginning, middle, and ending, and leverage the role of each. Watch this brand story as an example of how One Girl structures a compelling emotional arc (using the MUSE Storytelling process).
The father is introduced immediately in the beginning to hook the viewer into the Hero fo the story. I'll leave it to you to view this and experience the middle and ending, with impact!What is this impact? Can you work it out??
The vast majority of compelling stories have a structure with three basic sections: a beginning, middle, and end.
The beginning, middle, and ending of your story work together to grab hold of your audience, take them on a journey, and above all else, move them emotionally.
Did you see how you got hooked, then taken on a journey and came to an emotional high at the end understanding the message? Let me know your thoughts.
Understanding the function that the beginning, middle, and ending of your story serves will help you arrange the right Plot Points in the right order to create a captivating emotional brand experience for your audience.
In a perfect storytelling world, the beginning is the first 25% of the story, the middle is the next 50% while the end is the last 25%.
These are approximations, of course, and powerful stories can still deviate from this, but this is a really sound ratio to shoot for in a three-act story. Here’s why:
If the beginning of the story is too long, your audience will get bored wondering "where's this going?".
When the middle of the story is too short, the end doesn’t have nearly the impact it needs to have.
And, if a story’s ending drags on for too long, your audience will again start to wonder, tune out, or drop off.
So, while it is possible to craft a structure outside of the 25-50-25 ratio, adhering to it is the easiest way to ensure maximum engagement from your audience.
It’s up to you, as the marketing storyteller, to decide what Plot Points to include in your story, and in what order to arrange them in your 25-50-25 ratio from beginning, middle, to ending.
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