In the twenty-first century, companies and consumers live more in digital worlds than in reality. However, every information-rich content doesn't perform well. Why? Well, they are BORING!
But how can you make historically dull topics like construction statistics, finance planning, and legislative terminology interesting?
In a consumer-first economy, every Tom, Dick, and Harry is providing free information and knowledge. What sets Unicorns apart from the norm besides ingenuity and skills? The art of storytelling.
You don't need to write Hollywood-worthy scripts for your blogs, but incorporating the classic structure can do wonders.
Every decent movie, show, or novel follows the same three-part outlay:
1. The Setup:
Ideally, the opening scene gives the audience an insight into the writer's view of their surroundings. It defines the current paradigm and perspective of the author while hinting at the problem.
2. The Problem:
While setup and wireframe are often neutral-toned, the problem usually leverages and highlights negative emotions such as anger, frustration, distrust, stress, and anxiety. It keeps the audience on the edge of their seats contemplating what's next.
3. The Plot Twist:
Lastly, we have the plot twist. The narcissistic Tony Stark giving up his life for humanity in Marvel's Endgame, the jump scares in Annabelle, and the last-minute saves in every rom-com are the primary drivers of these blockbusters.
Nonetheless, every Instagram reel and blog can't be a full-scale story, right? What we can implement, however, is Derek Halpern's famous three-sentence rule.
Besides drawing inspiration from the above, it addresses the growing concern about shorter attention spans. Audiences love conflict. Once you generate curiosity and deliver quality content, you have won the battle.
The only word of caution, get to the conflict fast! Your introduction, as such, in any written piece should contain three short and impactful lines - setup, discovery incident, and problem.
1. The Setup:
The first sentence defines what your paradigm looks like to the viewer.
'In the twenty-first century, companies and consumers live more in digital worlds than in reality.'
2. The Discovery Incident:
The second line guides the audience towards an obstacle while hinting at the problem.
'However, every information-rich content doesn't perform well. Why?'
3. The Problem:
The last line delivers the punch and highlights the core issue.
'Well, they are BORING!'
The rest of the article or content breaks down the issue and provides a resolution with actionable tips.
Plethora IT is a leading digital marketing and social media agency based in Thailand with an in-house team that specializes in storytelling. Our storytelling acumen, innovative visual content, and ingenious graphic designing capabilities form campaigns that enthrall your audience and leave a lasting impact. We help you narrate your tale.
Still, need help getting started? Reach out to our team today!