Imagine sitting through a forty-minute rough cut once where the product never appeared until minute thirty-eight. Nobody in the room cares. That’s  the whole trick, and almost nobody gets it.

Every brand says it wants storytelling. Then the first draft arrives with a logo in the opening frame, a list of features in the middle, and a call to action bolted onto the end. The audience checks out in the first eight seconds. Here’s the promise: by the end of this article you’ll have a working method for building a story that carries a message without announcing that it’s carrying one.

The reason this is hard isn’t that people lack good intentions. It’s that a sales pitch is safe and a story is not. If you’re working with a video production company utah, ask them early which version of your script they think will actually work. The answer usually tells you whether you’ve hired a filmmaker or a vendor. Continue reading How to Tell a Story That Sells Without Sounding Like an Ad →