Brands love to tell stories.
Why? Because people love hearing them (if they’re told well, that is). Stories are ingrained in the human psyche because they help deliver a core message in a flow the keeps people engaged throughout every stage.
However, while stories are as old as history, the typical story arc has changed - and your audience has changed it.
It’s time to adapt or get ignored. I know which option you’d probably prefer!
What’s the traditional story arc everyone knows?
You know the traditional story structure.
It’s in every novel and movie. This narrative arc consists of a bell-shaped curve that offers a comfortable sequence of sequential events, designed to keep people entertained throughout.
Typically, there is an initial introduction where the scene is set. Then, an incident occurs, there is rising action, followed by a climax. Success (or failure) ensues, the action falls and there is a resolution.
Marketing and adverts typically followed the same sequence.
A lead in which builds to a climax, then a product or service solution, completed with a brand and call to action about what to do next. Think about a typical advert or marketing piece that you’ve seen over the last few years.
For instance, consider this marketing story example.
It makes logical sense because that’s what we’re all so used to. It’s how it has always been and it’s comfortable. But that’s now all changing!
So, why change the creative storytelling arc?
Well, I didn’t!
You did – as a customer. We all have. Our attention spans have changed; and by that, I mean significantly shortened. We’re also far more selective too.
In truth, it’s not just humans that have changed their preferences.
New platforms and mediums like TikTok, YouTube and Instagram have also been a catalyst. These encourage a different way of consuming content because of their very nature. They provide quick “shots” of entertainment and people have generally grown accustomed to this method of instant gratification. When a story takes too long to kick in, it’s too easy to just swipe onward.
Additionally, the abundance of free choice just one click away means that people don’t have to simply “tolerate” content they aren’t enjoying.
All of this means that the typical storytelling arc has changed, mostly without most brands even realising it. While this applies to all marketing storytelling now, adverts especially need to be paying attention to this.
What’s the new marketing story arc shape?
You can probably guess it, but this is what it typically looks like now.
Welcome to the new creative story arc!
There you have it.
It’s strange, isn’t it? And yet, it makes sense when you think about it.
Take your marketing hat off for a second and put on your customer hat. You’d probably prefer to get your information in this way too – instant relatability and brand incorporation first, then more information second once you’re comfortable.
That’s what your audience is looking for. So, make sure you give it to them if you want them to notice your brand.
So, let’s bring back the advert example from above
That’s why you have to hit the action fast- because people today give you all of 3 seconds to determine if they want to stick around or simply move on.
How does this new creative story arc affect content?
While it may sound like this is just for videos or adverts, it changes the game for all content that tells a story- from audio podcasts, to written content, landing pages and even case studies.
You need to cut straight to the relevant proof so you “tick that box” for them and earn your audience’s precious attention. Otherwise, they’ll move straight on.
Think about all of your content – do you need to shift things up a bit now?
How can Melotti Media help you tell a good story?
To engage your customer and achieve ongoing business success today, you need a powerful message, quality copywriting and consistent content. However, this is easier said than done.
Perhaps you’re time poor and spread thin, or writing may not be your expertise.
So, let us take care of your message marketing, copywriting and content marketing needs!
For more information or to speak to a quality marketing copywriter to get the results your business deserves, contact me now at email@example.com.
Our Message Marketing services can sharpen your words to achieve your goals, today.
Melotti Media | Copywriting & Message Marketing Bureau