Apr 20, 2012
In this era of transparency in marketing, it is our inherent duty to bring the storytelling process back to its essence. To make it more genuine. More true.
But can we still be effective as marketers by stripping the message down to basics? Is less really more?
I’d argue that less is absolutely everything.
In journalism it’s called the lead. In advertising it’s called a hook. It’s what gets your audience to commit to reading one more line, click down one more level. In this age of right-now communication and chronic impatience, it’s all about building curiosity.
As marketers, we spend too much time trying to stuff 10Lbs of shit into a 5Lb bag. We introduce supporting facts and features too soon, and we bury our lead.
In other words, we let too much information get in the way of our message.
In a breathtakingly simple short film by Sebas & Clim, basic shapes and movements break the story down into its most fundamental elements. It’s interesting that the filmmakers chose video as a media through which to tell this story, as video and interactive media tend (and have the capacity) to be overloaded with visual and verbal messages, and to overwhelm. There’s a lesson here, multimedia people.
Our clients are burdened by the curse of knowledge. They know too much about their own product/service/solution/whatever, and they want to say everything all the time. It’s our job to unburden them. That’s what they’re really paying us for, right? To do what they cannot.
We have to prioritize the information – to distill the message down to its essential story. Deconstruct. Untangle ourselves and enjoy the unobstructed view.
And let the story, in all its naked glory, tell itself.