Remember when Jennifer Beals jumped through her ballet audition, or when we wanted to call home with ET or… oh, so 80S? Okay, what about when Spider-Man shoots webs out of his fingers or Wonder Woman shields incoming bullets with her gladiator arms?
We all love to get lost in a great story. And when we’re presented with a compelling character on screen, on stage, or on the page, we just do it. Step into shoes or a foot warmer or a jet and explore another world — face seemingly insurmountable obstacles and win. We love to learn from someone we can root with and with whom we can travel along.
It is narrative transport. Consumers want it in their Netflix shows, and they even want it in your marketing content. They want to see how other people solve their problems, face challenges, win, and live their best lives.
A script is rewritten an average of 33 times before going into production. Who has such time in marketing? And how can we apply the concept of storytelling to effectively connect with audiences the way Daphne Bridgerton and Simon Basset did in Bridgerton?
In short: character.
Table of Contents
First of all, Binge is legal
Characters are an important part of convey the story , i.e. readers, listeners and viewers step into the shoes or inside the world of the story and accompany on the journey. No characters, no connections, no excitement, no stepping stones, and therefore no “transportation” —ie., Stories without characters are the road to nowhere.
Character is important in this because it is what activates all seven regions of our brain. When that happens, the two most powerful hormones in our bodies spike: oxytocin and dopamine. Literally it’s like a drug and biologically we want more of that.
How to create playable content in 4 steps
1. Departure from Pleasantville
Pleasantville is the perfect city. No one buys it, no one watches it, and no one solves any real problems there because nobody has one. Break out of the classic, mundane, over-themed, over-themed marketing jargon and jargon safely and into real stories with three-dimensional characters — er… customers and customers — with dialogue. really.
2. Dialogue, not monologue
Your team, writers, lead writers, marketers, customer service agents, and every customer segment, small and large, are the characters in your organization’s story. If you don’t acknowledge each of them in your process, you have a void that needs to be filled.
Check this out Menu of the Montreal restaurant , where the dishes are described in “owner’s words”. They are labeled as such and forewarned for keeping it real with descriptions revealing candid comments about things like the fatness of pork, his surprise that some customers still order the dish, that the menu is new and he hasn’t tried it yet.
Feigang Fei, restaurateur and lead writer, did a great job, and the results show it. NYT reports that since an admiring customer tweeted the menu just a month ago, he’s barely been able to keep up with demand for takeaway meals. With 11.5k retweets and 75k likes, talking in reality works in the restaurant business like the movie business.
That’s not to say that every writer needs to pinpoint themselves in the content, but rather to ask: on the spectrum, are you closer to actual conversations or boxed monologues with your audience? your item? Monologues are taboo in screenplay, and they should also be in your marketing and customer experience.
The lead writer on your team needs to be “in” for your customers, characters, and audience. That way, they can find an authentic voiceover that leads to engaging dialogue and, if you’re like Feigang Fai, tens of thousands of likes and retweets to keep it real.
3. Speak the local language.
Speaking of monologues, remember the King’s Speech? Unless you’re representing the monarchy (who are you?!), you probably won’t speak the King’s English at your breakfast table or networking event. So why are we (royal of course) suddenly getting all the solemnity in our content? Is it a throwback point from 5th grade English are not? Scary red pen, decent bleeding all over the page? Our marketing in the 90S? Do not do that.
Keep it real. See more examples of how other creators have successfully overcome the wall of form to speak and write their customers’ languages, including implementing COVID safety measures at this EBooks .
4. Being a Deep-Dive (Character) Client
Amazing TV and movie characters are life-sized. That’s why it’s so easy to put your feet in their shoes in the story. Gaining that dimension means we know their strengths, weaknesses, superpowers, and flaws. Not one of those things, not three of those things, all of that. Personal work and client profiles are a great start, but that’s not enough in the current environment, as it’s not deep enough.
We are in a time when we – you, your client, me and my client – are competing for attention with series and shows featuring SWAT writers and actors. franchises behind them.
Consider Johnny Lawrence, whose one-way 80 villains become the lovable 2020 protagonist. What changed and followed the wildly successful THIRTY-FOUR years later?
Character. The screenwriters and producers went deep and addressed his flaws.
In 1984, we saw, quite literally, a side of Johnny: the rich, powerful, bully. The armchair-psychologists among us know that he must have felt inferior for some reason, and in 2021 we find out why: he has a family life He had a difficult family with a harsh stepfather who looked down on him and he was never satisfied with himself. We may not forgive him, but we understand him.
In 2021, we see Johnny pursuing a worthy goal: making something of his own and teaching karate to a neighborhood kid. Read Johnny Lawrence’s full character analysis in our ebook, “How to Be Yours 2021 Engaging Content, Lessons from Karate Kid and Cobra Kai. ”
The proliferation of television and movies, their consumption, and the percentage of us consuming programs have tripled in the past 10 years of solitude. This has dramatically impacted and changed the way consumers relate to all content. If your story isn’t about the character, nor your story, and as a result you’re leaving eyeballs and dollars on the table.
To create compelling marketing content, you must delve deeper into your own personality analysis: your company, your writers, and your customers. Leave the ideal of perfection behind – it doesn’t exist anyway. Aim for dialogue with your customers, not just monologues and speak their language. Finally, let’s dive into all the characters, including their strengths, weaknesses, superpowers, and obstacles. In doing so, you’ll create a dimension that stimulates all seven brain regions, making your content more memorable and truly connecting with your audience.