Every single spot should tell a story! As advertisers we are the storytellers and for our clients we build spots that create a story. This month, some of the Denver office attended a “Pitch Lab: How to tell a compelling story”. Some of the takeaways we took from this class was the emphasis on drama and the importance of every story having a conflict followed by a resolution. As a writer for BLM, I try to incorporate 3 key elements to every story in radio, tv, and more.
Voice. Establish a voice! Each client has their own voice, nailing down that brand specific voice is the tricky part. Getting to know the client and their personality is key. Do they want to speak to their community, convey a strong sense of family, or just get the word out? Writing stories flow very smooth when you know the client and the voice they want to portray. Then I figure out a way to use that voice to get the message across all platforms.
The Build-Up & Objective. What are you trying to say? And, are you building it up to create excitement? Many of our clients highlight their objectives based around events, promotions and services. Making sure to mention the where, what, when and whys are important for the story. Details are what give a story life, without the details there is no call to action, no conflict followed by resolution.
Remember? A story should stand out, have a little bit of drama. Everyone remembers certain jingles, commercials, logos, etc. Not always because they were clever, artistic, or funny. Sometimes you remember an ad because it was super annoying, you couldn’t get the jingle out of your head…the point is you REMEMBER it. Chris Brooks highlights that point pretty often, jingles are super prevalent today because there’s an aspect of repetition and a melody or verse will always be stored in your mind. Do you remember Mr. Six with Sixflags, the Opera Singers for J.G . Wentworth, or the Bud-Weis-Er Frogs? You might not have bought the product or service, but their brand recognition will forever be ingrained in your mind.
Don’t forget to add a Little “Poppy” of personality to the story. Every story needs a pop of personality at the end, beginning or peppered in the middle. Just something to show a bit of originality in your story. This should tie in to the voice, objective, setup and resolution. You’ll see an example of “Personality Poppy” below….
PS – Happy Bottom Line Marketing Founder’s Day! Thank you to Chris and Annette for everything you’ve done for BLM. A BIG thanks for everything you’ve taught me when it comes to advertising, creative writing, and being an overall good person!