How to write a good story
Every good story has a firm foundation. It should be effective and one that the audience could resonate and empathize with.
It is no wonder then that writing story for an ad has been the go-to for any brands ever since it became a trend. You’ll see popular and well-known brands go to presenting commercials in story format. And this becomes the norm especially when the holidays go around. But, is that all there is to it?
Nope. It is after all, still story-telling amidst the brand’s marketing ploy. The story written for that brand should still be well-written in order to be useful.
Here are some ways on how to write a good story:
Set it all up
In order to achieve a well-written story, it is in a writer’s best interest to set everything up before diving into writing your creative piece. The theme, story structure, characters, setting, and style and tone should be determined and established before writing a story. Of course it can’t be avoided to change things up mid-way while writing, but having a rough draft of your story (even if it’s a bit all over the place) can give you an acceptable starting point in writing your story.
Hook and reel in your audience
Every writer knows they need to retain their audience’s attention (I still have yours right? Your attention, I mean). Before engaging your audience with your story, you must get their undivided attention. Creating a hook that entices their curiosity works. A hook is a phrase or sentence found in the early part of your story that grabs your audience’s attention. You can make one by asking a question or using descriptive words. Follow that with a well-structured plot and story, you’ll have your audience sticking throughout the end.
Immerse and relate with your audience
Every great story-teller have one thing in common and that is immersion. Immersion plays a key role in a good story. Be it a long, adventure-filled narrative or a short one, if you’re able to snatch your audience into the own world you created, rest assured your story is on the right track. Immerse and connect to your audience by engaging the five senses. Visual descriptions are also key especially if you’re describing a place. It is essential for writers to place themselves in their audience’s shoes to further relate and connect with them.
Settle for subtle
This applies for stories targeted to market a product. You’ll notice that lately, it’s been a trend among brands to sell their product through story-telling. So the question is, how does one make a story that doesn’t revolve around their product? Subtlety. Famous brands don’t necessarily put all the focus of the audience in the product they’re trying to sell. They either build the story around it then advertise their product usually at the end of their ad.
With all of that laid out, it’s undeniable that you have thought of countless brands that have achieved great story-telling in their ads.
But when it comes to brand and story-telling, Nike commercials automatically come to mind. Nike has built an empire and a cult-following and their branding plays a role with that. Quite honestly, with a very iconic tag line, there’s no question there.
Nike though, has come through and delivered with their commercials as well.
Paired with their iconic slogan, Nike’s story-telling make for an effective ad campaign as they exactly know who their target audience is. It’s a common theme in most of their commercials to “do the impossible” and to empower upcoming athletes and even regular people.
Nike shows that they are more than just a brand and in the short span their commercials run, they are able to engage their audience. And with their revenue increasing per year, who’s to argue that their short stories don’t work?