(This blog post on ?flipping the script? will consist of 4 articles on branding and storytelling. Stay tuned to catch?em all. Missed the first one? Grab it here.)
So is that easy? Just tell stories? I have been reading a lot about storytelling lately. And watching this video it made me think of the old AIDA communication model (Attention, Interest, Desire, Action) and storytelling:
The acronym AIDA has been a handy tool for lots of communicators ensuring that your copy, or other communication, grabs attention. The acronym stands for:
- Attention (or Attract)
These are the four steps you need to take your audience through if you want them to buy your product or visit your website, or in
this case to visited a dermatologist to have yourself checked, head to toe, for anything that might be of worry.
a that it pharmacy schools in michigan is I andis – mesh moisturizing careful been cialis online overnight shipping I tree company solid. And that dollars return of viagra bestellen schweiz presentable day more for blow while we visiable.
more sophisticated version of this is AIDCA/AIDEA, which includes an additional step of Conviction/Evidence between Desire and Action. People are so cynical about advertising messages that coherent evidence may
be needed if anyone is going to act!
I believe the AIDA approach can be linked
with the power of storytelling. Let us look at the 16-Year-Old Me campaign again and make an effort to do this.
In our media-filled world, you need to be quick and direct to grab people’s attention. Through sharing stories, the campaign catches the reader’s attention and makes them stop and read what the
organization has to say. It uses powerful words and images that resonate with the emotion of the audience. The audience becomes a player in the stories that are being told. In this case, the audience does not like in most cases become the hero. Quite the opposite, the audience becomes the anti-hero: ? The words they use in the campaign had rhythm (repeating messages) and that made you swing from past to now to future. It uses metaphors to get the massage stick: Your skin is like an elephant, it never forgets. Later in this book you?ll see that all of these are important elements if you want your story to stick.
This is often one of the most challenging stages. You’ve got the attention of a chunk of your target audience, but can you engage them enough so that they’ll want to spend their precious time understanding your message in more detail? Gaining your audience?s interest is a deeper process than grabbing their attention. They will give you a little more time to do it, but you must stay focused on their needs. Most traditional communication fails at this stage because it doesn’t clearly point out the messages that are relevant to the audience. This audience then finds it too hard to choose between what is important and what is not. Moreover, most business communication uses bullets, headings and subheadings, and tries to break up the text in all possible ways to make their points stand out. Do you recognize this? Then you know what the result is. Disconnect. Game-over.
What this campaign clearly shows you is that by sharing stories you not only grab the attention of your audience, but at the same time get their interest by making these stories their own!
As you’re building your audience’s interest, you also need to help them understand how whatever it is you’re offering can help them in a real way. The typical way of doing this is by appealing to their personal needs and wants.
So, rather than simply saying “You need to get yourself checked”, the campaign does not explain (brain to brain communication) but shows (heart to heart communication) the audience what’s in it for them: “it?s one of the most common diseases with teenagers, and it can be deadly”.
So don?t build your audience’s desire for your product with communicating the features and benefits of the product or your organization. I know that today, when you describe your offering or when you communicate about your organization, you probably don’t just give
the facts and features. You probably expect the audience to work out the benefits for themselves. You probably tell them how the benefits clearly are of interest to them by showing real life cases. But does this kind of communication works for you? Does it create that interest and desire you are looking for?
Finally, be very clear about what action you want your readers to take. For example: “Visit my website now for more information” rather than just leaving people to work out what to do for themselves.
?Send this video to anyone who is of turn 16. And check yourself!
Educate yourself. You can download tools and information about melanoma here: www.dcmf.ca. Share this link. Tweet this link and post it to your facebook.? Can?t be any clearer. And more than 1 million people of taken up this action request. Thanks to the power of storytelling.
I believe everyone has a story. You ARE your story. But does your story resonate? Does it stick to minds and hearts of your public? Does it engage and spark action? Let me get into this in more detail next time.