We recently produced a video for Frank Caruso of Caruso’s Natural Health. They sell a great range of vitamins and other health products. Frank recently changed the name of his company from Totally Natural Products to Caruso Natural Health because he realised people connected with his personal story.
Stories enable people to understand what motivates you, what pushes you and what you put into your service and product. And stories are repeatable. We remember them and engage with them. We tell people about them. We can picture what was happening for the person who is telling their story.
At a time when information is coming to us at a phenomenal rate, interesting stories cut through the noise. They take the audience on a journey, they build community and they can be retold.
Everyone has a story inside them. When we tap into that our customers understand us better, feel more connected and are more likely to engage.
Valerie Khoo, from the Australian Writer’s Centre and a mentor of the Key Person of Influence program talks about four stories :
- The Success Story – this can be about a successful customer and how you’ve helped them (a case study).
- Your Passion Story – why do you love what you do?
- The Triumph Story – how you overcame the obstacles on your journey.
- Benefits Story – how does your product or service improve the lives of people around you
So consider what’s your story and then how can you portray that on video.
Geoff Anderson is the owner of Sonic Sight, a video production facility in Sydney.He is an author, presenter and a video producer.
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