Sometimes, as creatives, it’s all to easy to forget what it is that we actually do.
Maybe you’re on a deadline to come up with the most stunning ad visual out there, maybe you’re trying to come up with the perfect identity that will transform the perception of that dull old client, or maybe you’re coding some CSS3 that will energise the web pages of the latest mobile offering from your dream client, don’t get too carried away with your own genius to forget what it is that you’re really doing…
…Telling a story.
Because in every ad, in every logo and in every mobile friendly, HTML5/CSS3 fuelled, parallax scrolling web page there’s a story. Even if you’re writing a couple of lines for a Google ad you’re writing a micro story that aims to grab the attention and emotions of its audience. Emotions that will drive an action. And and action that will get a result.
If you don’t know how to tell a good story, then I’d suggest you learn. And why not learn from one of the best – Ken Burns. After all you’ll never stop listening to stories and, as a creative, you’ll never stop telling them – in whatever medium you work, so you’d best be as skilled in the art as you are in your chosen profession.
So find out how to empower your creative ideas with Ken’s powerful storytelling formula 1+1=3.
For me that means – tell a relevant true story and you’ll sell a truly meaningful experience. That might sound a little manipulative – but isn’t that the point!
