How to tell the right story

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If you know about our company, you probably know we are big on telling stories. (See homepage).

After writing nearly a hundred stories for different companies, I’ve learned something very insightful and seemingly backwards:

The best story for your company probably isn't even about your company.

The videos that do the best job of explaining are the stories that revolve around the person watching it. People don’t care about your company, people care about themselves. But there is still hope for you! (Keep reading).

Let’s say your company has a web-platform for real estate agents. Your video’s primary audience will be real estate agents. And therefore your video should be about a real estate agent.

Instead of telling a story that simply boasts your features:

  • Full Feature Search Platform

  • Natural Language Email Marketing

  • Light-weight CRM

  • Blah blah blah

Tell the story of how a real estate agent benefits from these features. The story is really about them and how their life or their career has been transformed. But they couldn’t have gotten to that point if wasn’t for your awesome product… and that’s enough to make people start caring about you.

It sounds simple, and it is. But remember that a good story also has a healthy dose of creativity. Here is the story we told for RealScout (a web-platform for real estate agents):

(video embedded with Embetter)

Interested in getting a video for your company? Talk to us.

Making videosJeremy Wick