The Elements of Drama – By Aristotle and AtelierIMD

The essential elements of drama were first defined some twenty-three centuries ago in a treatise called “Poetics” by none other than that famous Greek philosopher himself – Aristotle!

Now “Poetics” doesn’t mean what you think it does. It’s not rhyming verse – as in…

When I mention Aristotle
no one wants to hear it…
They just want to grab a bottle
of their favorite spirit.

“Poetics” in Aristotelian terms referred to drama, though many ancient plays – including those of Shakespeare – were written at least partially in verse.

So maybe he did know what he was talking about.

What he was talking about was the essence of dramatic storytelling, and he broke it down in to six elements.

“Plot” – the “structure of events.” Or - what happens in the story. Interestingly the Greek word for plot is “Mythos” – the root of mythology, an ancient story term still used in TV and movie development in the twenty-first century.

“Character” – in terms of both, an actor in a play and – a person with integrity.

Aristotle believed a character should be “good” – the Greek word for character was “ethos” – the root of the word ethical. He thought it inappropriate for a “villain” to be the hero. If they had HBO in his day, we’d never have heard of the man.

In addition to “good” he thought a character should be “appropriate” – that a wise man, for example, shouldn’t be young.

Today we’d call it a stereotype – a fixed, often simplified, version of a particular type of person - i.e. blonds are ditsy, or doctors are smart. The term “stereotype” as we use it today – originally referred to printing from a fixed metal plate as opposed to using moveable type.

Aristotle thought a character should be “consistent” – as he put it - “a soldier can’t be afraid of blood,” as it’s inconsistent with the nature of his occupation.

If however, a character changes - it needs to be because he’s “consistently-inconsistent.” In other words – a character that changes his mind needs to be indecisive by nature.

“Thought” – what a character believes that leads to his behavior. The soldier may be bloodthirsty – or the wise man driven by arrogance and overconfidence. It’s what we would think of today as motive.

“Diction” – the language (dialogue) of the story. We wouldn't expect a New England Socialite to deign to utter the words – “I was runnin’ like a nekkid man in a west Texas hail storm!” George Bush on the other hand… The point is – the language should fit the character.

“Melody” – Literally meaning music. Greek dramas had a “Chorus” used to set the scene and offer narration – usually by singing. We still use narration today - and most movies have musical themes that reinforce the story. A gentle string motif can signal that a romance is about to begin – or a dominant brass hit warns us of impending danger.

“Spectacle” - the technical aspects of production. To Aristotle this meant scenery and costumes. Today it means everything from photographic aesthetics to editing style.

So that’s “Poetics.” As you can see most of it still applies on some level.

But, the world has moved on. We now live in a world of anti-heroes like Tony Soprano and Nucky Thompson - people as flawed as they are heroic. Motives are muddled and gray areas broadened. It’s hard to tell the good from the bad, especially when news looks like entertainment – and politicians are reality TV stars.

So I’ve tweaked Aristotle’s “Poetics” list a bit.

My list looks like this:

Theme – or thesis (see I kept a little of the Greek) in other words what the story means – in addition to what happens.
Goal and Desire – what the hero wants personally - and what he/she needs to achieve in relation to a particular story.
Character – including the anti-hero – and all his myriad motives and inconsistencies.
Plot – what happens to the hero and how it relates to Theme, Character, Goal and Desire.
Dialogue – pretty much the same as Aristotle but with urban slang and cursing! Emoji’s still not allowed. But, the day’s young.
Style – including production technique, graphics design, music, and yes even your brand image!

So that’s my list. The AtelierIMD Elements of Drama!

Over the next few weeks we’ll break these elements down and see how they work – and more importantly - in the age of complex storytelling. How they all relate to one another and to your brand.

Yes! I’m revising Aristotle – But, I’m not arrogant or anything…

Wait!

Have you been talking to my ex-wife!?

Story Structure – Part 2

In part one of “Story Structure” we looked at the basic three act format of a beginning, middle and an end - otherwise known as Acts I, II and III.

We explored Act I and it’s four main functions -

Introducing your hero(es).

Declaring a goal for your hero – one – singular goal.

Stating the theme – in other words - what this story means.

Establishing the world of your story.

We also looked at some strategies for applying these to your movie.

If you want to revisit Part 1 scroll down.

So, that means it’s time to dig in to Acts II and III – and the ever fascinating world of plot.

Plot is all about drama – and drama is the aspect of a story that keeps the audience interested. You could (many have) make a beautifully photographed movie, about a multi-layered character, who’s the most interesting man in the world. But, unless that character does something – no one’s gonna care.

The main character in your movie is your brand, and you want – need - people to care about it.

And, plot – though not in the Agatha Christie, “The bridge is warshed out. Nobody be goin’ nowhere tonight!” sense – is an excellent way to make people care.

So let’s take a closer look.

Act II

Remember that goal you established in Act I? Well, the second act is where most of the action, of achieving that goal, takes place - it creates the drama of the story.

All drama is generated simply by throwing adversity in the path of the hero - blocking his/her way to obtaining their goal.

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Story Structure – Part 1

We’ve already established that - Story Is Everything! But, if story is everything - “Story Structure” is everything else.

It’s what makes everything work.

Story structure constitutes the essential ingredients that every story - no matter how simple or advanced - must have. Without structure you don’t have a story. Without story you don’t engage the audience - and without engaging the audience - no one cares about what you have to say – or what you’re selling.

If you follow these guidelines your story will turn out clear and concise - and more importantly - in a format that the audience already understands. From, childhood stories, to movies and TV (even reality TV is assembled in a classic configuration), we're all familiar with story structure. We just don't realize it until we encounter something that breaks convention.

To apply structure to your story – you have to understand what the essential elements are and - how they work. Since we’re exploring stories for film – we’ll look at how some of the masters did it.

We’ll also look at how to apply this to your brand as we go and then again specifically at the conclusion.

Basic Story Structure

The essential elements of story structure are, not surprisingly - a beginning - middle and - wait for it - an end.

In story terms they’re known as Act I - Act II - and Act III.

You can start in any order you want - at the end - like Citizen Kane - or in the middle like - Pulp Fiction. But, you have to touch base at all three places for your story to connect.

While these basic components seem obvious, they each serve a specific and important purpose in engaging an audience.

This article will look at the first act – then give you some thoughts about how to apply it to your brand. Act I is a lot to digest so - we’ll pick up with Acts II and III next time.

So from the top. And... Action!

Act I

Act I has four primary functions.

Introducing your hero(es). i.e. show the audience who your story is about and what they desire
Declaring a goal for your hero – one – singular goal. (If you have a second goal it needs to be a second movie!)
Stating the theme – in other words - what this story means – not what happens – that’s plot – theme is about what it means to the characters - and the audience
Establishing the world of your story – meaning any conditions and rules your story needs to function properly

Whew! That’s a lot.

But, if we don’t show those things up front – the audience won’t know what and who the story's about - even worse - they won't care.

So let’s look at these functions in a little more depth.

Introducing the Hero

In a business film – your brand – or someone who represents your brand – is the Hero. Always! There’s no reason to make a corporate movie, otherwise (or, one could argue, be in business at all).

The viewer wants to see the hero early in the story. So show your brand - if not first – soon after you begin. Usually – your brand will share a dual “hero role” with the audience/customer. This story is about them too - who they are - what they desire – what it means to them – and what their goals are?

Answering these questions for the audience creates an enormous benefit, which we all know, is one of the driving factors in making a sale.

Your desire is implied. You want to make money! You know it and the audience knows it! Anything else like - more customers, increased web traffic, brand awareness, etc… are goals.

This is probably a good time to point out that in a movie - Goal and Desire aren’t the same thing. Luke Skywalker desires adventure. He's stuck on a boring, desolate planet, where everyone else his age has already joined the Rebel Alliance. His goal is to destroy Vader. Luke doesn’t particularly want to destroy Darth Vader – especially after he finds out his nemesis is his father.

Or, if you like - Desire is what your hero wants - Goal is the purpose of a specific movie (or letter, ad, sales pitch, etc...). Your Desire – is to make money – Your Goal may be to drive traffic to your website, or make a sale.

Declaring a Goal

All stories are about one thing and one thing only. Your entire plot will revolve around it.

Indiana Jones wants to find the lost Ark - That’s all. Michael Dorsey (Tootsie) wants to prove he’s a great actor (actress?). Luke Skywalker wants to defeat Darth Vader.

One single objective. That’s it!

One more thing - the goal you set and the nature of your hero (i.e. you and your customer) are inextricably linked. The character should match the task at hand. Meaning - it takes a character like Indiana Jones to search for the lost Ark. Can you really see Urkle doing it? (It would make a good comedy sketch, though!)

If you’re a muscle car repair shop – A story about teddy bears probably won’t work for you. If however, that's the audience you wish to appeal to - try Power Puff Girls! “Sugar – spice and a can of whup ass!” I can see that!

Stating a Theme

Now that you’ve shown us who your story is about – their goal - and what they desire – you have to reveal what it all means.

Theme and plot are different things. Plot is what happens to your characters on their way to the achieving their goal.

Theme is what it means to them.

Or, if you like – plot is what they say and do –theme is how they (and we the audience) feel about it!

For example the overarching theme in “Raiders of the Lost Ark” is – “There are some things we’re not meant to see!" Like the face of God! Indy says it himself, as Belloq opens the Ark – “Don’t look Marion!” That’s theme - the plot was finding the Ark in the first place.

In “Tootsie” Michael (Dustin Hoffman) states the theme of “self-improvement” in one of his last lines in the movie. He’s standing on the street talking to Julie (Jessica Lang) when he confesses – “I was a better man with you, as a woman, than I ever was with a woman as a man!” Dressing in drag was the plot!

The theme of StarWars is one of the simplest and oldest around – “Trust in a higher power and good will triumph over evil.” The plot was destroying the Death Star!

Notice how plot and theme are linked. If Indy doesn’t find the Ark we don’t have the opportunity to learn that it means “Don’t look Marion!” If Michael doesn’t put on the dress – we – and he - never get the chance to become a better man by being a woman.

I often begin a story with just a theme and work backwards to who the hero is and what they do.

In a business film, your brand and your customer are always the hero. But, if you know what you want your story to mean – you can select plot actions that reveal that theme.

Establishing Your World

Act I is also where you set the scene - tell everyone where your story takes place - and establish any rules needed to make your story believable. The rules can be based in reality or in the supernatural - like - magic is real at Hogwarts - or race cars can talk - or most people, droids and even aliens from other galaxies - speak English - at least in StarWars.

It’s called the suspension of disbelief – the audience sets aside their doubts and dives in - because ultimately - they want to believe in your story.

But, you can only use one rule. If you start with talking race cars – adding magic will be too much for us to believe. If you start with reality – Santa Claus can’t swoop in at the last moment to save the day.

And, to an audience - there’s really nothing worse than being yanked right out of a story they’ve been absorbed in for several minutes, hours, days or weeks!

A business story has to allow the audience to suspend their disbelief too. Any good salesperson can tell you that there’s a moment in every transaction where the buyer has to “suspend their doubt” (usually over cost) and come to believe that the benefits outweigh the expense.

The audience wants to believe! And a good story will help them along.

So that’s ACT I –

Introducing your hero(es).
Declaring a goal for your hero – one – singular goal.
Stating the theme – in other words - what this story.
Establishing the world of your story.

Now let’s look at how Act I works for your organization?

To begin your story –

First - Introduce your brand/product – who you are and what you desire. (Desire – to make a profit - is always implied so you don’t have to specifically state it.)

Second - Establish any rules that govern your story. For a business, rules could be market trends, government regulation, even hiring a new CEO. You’re establishing the environment in which your present story takes place. Remember to follow the rules. If government regulation is a rule – deciding to “magically” ignore it at the last second will make your story seem unbelievable – and that’ll be the least of your problems.

Third - Declare a goal – “Make a sale – Drive traffic” – or whatever your needs determine at the time.

Finally - add any attributes that differentiate you from the competition and benefit your customer. This is your theme. “We benefit you because...”

Remember - the customer is the co-hero of this movie. Make sure you focus on how your brand benefits them and helps achieve their goals and desires.

They’ll suspend their disbelief and dive in!

There you have it – an outline for Act I.

Cut, Print - Moving on!

What Kind of Story Should I Tell?

When it comes to "What Kind Of Story " to tell, it’s no secret that I’m partial to movies. The numbers tell us that business communication is increasingly headed in that direction too.

"YouTube reaches more US 18-49 year-olds during prime time than the top 10 TV shows combined." (ReelSEO 2016) Teens spend 9 hours a day using media (CNN 2015). By this time next year – May 2017 – those teens, born in the new millennium, will be heading to college – or into the workforce. And, they don’t remember a world before internet, new media and mobile technology.

But, movies aren’t the only way to tell your story. There! I said it!

In fact – in the grand scheme of storytelling – motion pictures are babes in arms.

We've been telling verbal stories since caveman days. In the 14th though 19th centuries the preferred storytelling method was shared between the novel and the play. In the 20th century, I was surprised to learn, the novel still held the top spot! Movies were a novelty for the first third of the century, and television didn’t make a charge until the final third. As for new media – in 2016 – YouTube is only nine years old – Twitter – ten, and Facebook – the old man in the game – a staggering twelve years old.

Storytelling itself though, has survived since the dawn of civilization. The medium changes from time to time. But, verbal recitations, cave paintings, scrolls, moveable type, radio, TV, and now digital media – are all, in the end, just tools for telling stories.

One reason a lot of people (especially those of us over thirty) aren’t all that impressed with the Billion Facebook videos we watch every day, is that the vast majority of those clips don’t tell a compelling story! Cats playing the piano just can’t stack up to Marley’s Ghost!

So what kind of stories should your organization be telling?

There are four main types of story in widespread use today.

Novels
Plays
Motion Pictures
Verbal Stories

While at a glance some of them may seem ridiculous as business tools, I assure you they are invaluable and they each work in different yet overlapping ways – so let’s take a deeper look.

The Novel

A novel is a way to tell a story from a particular characters point of view. It’s an internal story. The author can take us inside the hero’s mind, describing his thoughts and desires. There is no other storytelling method that allows this – first person – kind of experience.

“But, everything - word, thought and action - has to be meticulously described.” said Alan thoughtfully.

The internal experience is also why the movie is never “as good” as the novel. It can’t be – ever. It’s a different kind of story altogether. A movie can be better or worse than the novel – but never the same – because a movie, play, or even a verbal story is an external experience - meaning they can never get inside a characters mind, and see the world through the hero’s eyes, thoughts and feelings.

The Play

A play, a story told with action and dialogue, is an external storytelling tool. The audience “witnesses” what people say and do to each other. But, they aren’t intimately part of things – they remain on the outside looking in. They don’t share the characters thoughts and feelings unless they’re specifically “told” what they are.

It’s a voyeuristic experience - and even then the audience can’t easily see everything. For example – If your hero gets a letter – the only way for the audience to know what it says - is for someone to read it aloud. You can’t just hold it up and say – “See!” The closest audience members are thirty feet away.

The Motion Picture

A movie is a story told with images. You’re “showing” the audience your story – as opposed to “telling” them. Films don’t even have to be moving pictures. A perfectly irresistible story can be told with a series of still photographs.

Movies are similar to plays in that they too are a voyeuristic experience with dialogue and action, but far more intimate, because we can get in close enough to see the emotion in a characters eyes and feel like we're part of things.

While dialogue isn’t required, most movies have at least some spoken words that advance and support the story. “Advance” and “support” are the key words here – because the real story is what’s being shown. What people "say" supports what we see. If you’ve ever seen a movie of just people talking, then you know that it gets old fast.

Visual storytelling is the primary strength of film. A movie can show the audience important story details that other characters may not even know. Like a knife behind the bad guys back! - Or, a close up of that pesky letter from the aforementioned play.

This ability to “show - not tell” – also offers the viewer an opportunity to make his own decisions about what things mean. It’s a subtle way to communicate that you trust them to make their own decisions about what you offer. Allowing the audience to make their own decisions makes them feel like they’re part of your story – and playing an active role is one of the best ways to generate brand loyalty.

Movies have all the advantages of a play, with far greater intimacy and the ability to show the audience specific items of importance. But, unless you resort to some cheesy narration to explain the hero’s feelings or thoughts - you can’t get inside their brain. Film remains an external experience.

You can use narration effectively though – the way the ancient Greeks used the chorus – to set the mood and comment on the action. But, it rarely works well as a means of getting inside a character.

Verbal Stories

A verbal story is, of course, a story spoken directly to another person, or persons. I’ve saved it for last because - We already do it every day, and have for thousands and thousands of years.

Your elevator pitch is a verbal story. So is a sales call. Every time you answer the phone, you’re engaged in verbal storytelling. Or should be!

It’s probably worth the time to make sure you’ve got an engaging verbal story – delivered consistently – by everyone in the company. It’s one of the easiest ways to shape your message - attract new business - and keep existing customers interested.

But, how do you use the other forms of story to support your business?

The kind of story you tell depends on the story itself.

If your story is primarily from a personal perspective – i.e. about your opinion, thoughts or feelings – it’s probably best suited as a “novel” type of story. In business that translates to an article, open letter, or blog post. Write the novel if you want. But, make it entertaining.

If you want to tell a story primarily with words, it should be a play. Now, I know you’re not likely to write a play about what your business is saying or doing. Though, I’ve done that very thing for large conferences – with great success! Plays work best with smaller audiences - like a conference. In fact, a well written speech is a "recitation" - a type of theater which was wildly popular in the 19th century. "Corporate Theater" is how we, at AtelierIMD, refer to most speeches we get involved with. So if you have something to "say" a speech is probably best.

The most common option, in the new media age, is to “show” your story using motion pictures.

Remember - with a movie you can show things that aren’t obvious at a first glance - focusing the attention on exactly what you wish. You can also use dialogue or narration to advance and support your story. While you can’t really get into a characters grey matter – you can get in close enough to read their eyes. And, that’s almost the same thing.

My first two classes in film school prohibited the use of sound. We had to tell our stories using images only. (At first just photographs) Though it took a little practice to get good at it – it’s still one of the best tools I know for telling an engaging story.

I have to go now. I have this deep, sinking fear that I forgot to turn in a final. Yikes!

What Should My Movie Be About – Part 4 of 4 – The Personal Collection

Before we begin our look at the "Personal Collection" -

Cue the broken record:

Previously we discussed how important telling the story of your business is to your success, because it sets you apart from your competitors, engages customers and makes you memorable.

And, we introduced four main categories business video using the simple analogy of building a house –

First you start with the foundation

Then frame some walls

Top it off with a roof

Finally, you fill the place with personal items

We also reviewed the –

The Foundation Collection with its Testimonial Videos and Brand Doctrines.

Then we looked at the Frame Collection – A behind the scenes look at more information on - how you do – what you do - complete with, tutorials, DIY and staff features.

Our third installment looked at the Rooftop Collection – films with an emotional appeal – those special things you want to shout from the roof top.

If you want to review further you’ll find recent articles listed in the sidebar to the right of your screen. Or, you can just scroll down.

This has been a test of the AtelierIMD emergency broadcast system. We now return you to your regularly scheduled program – already in progress.

The Personal Collection

In this fourth and – thank god… final – installment of our “What should My Movie Be About?” series we’ll look at the Personal Collection.

Remember the house we’re building? Well - with the roof firmly in place – we’re ready to move in! And, that means we need some curtains – and furniture - and assorted tchotchkes – in other words… personal items.

And, that’s what the Personal Collection is all about - films with direct, one on one connections for your most valued friends, donors or clients.

You won’t always post these publicly – they’re mostly for email or social media messaging. Because – wait for it – they’re personal.

You could never actually do Personal Collection movies for all of your customers. That would be a full time job in itself. These movies are for your best, most loyal customers – or new customers you want to move into your best, most loyal customer club.

It’s a nice way to say – “Hey! I remember you! Here’s a little reminder so you’ll remember me too?”

Personal Collection movies are usually inexpensive and easy to create – gather your staff in the break room and record a Birthday Song – or an Anniversary Message – (Remember “Happy Birthday” is protected by copyright – at least for the moment.) Then, wrap said message in a graphics package with your logo and a brief message. i.e. “Congratulations from – Your Logo Here” and hit send.

The real value in the Personal Collection is that you took the time to create it yourself!

These movies can celebrate anything – holidays, graduations, milestone achievements in “their” lives like – winning an award – shooting a hole in one – or even - finally having that pesky gallbladder removed.

They’ll love it because, it’ll make them feel special and most importantly - they won’t have to click another “LIKE” among the twelve hundred birthday greetings on Facebook. And, your message won’t get lost among all the - people they don’t remember from high school.

And, oh yeah - They'll share it with everyone they know!

Taking the time to record and send a direct personal message says you’re paying attention – that you value their business.

It can even rescue you from a faux pas – like something you promised, but forgot to deliver. It’s the business equivalent of a dozen roses.

Which brings up another point.

Avoid being too familiar! They’ve already got one creepy uncle in the family. You can be personal and still stay appropriately generic. And, make sure you keep up with what’s going on in their lives. There’s nothing worse than getting a “Happy Anniversary” message on the same day the divorce papers arrive.

In other words - Please post responsibly!

Things like holiday messages, that we all celebrate together – can be posted publicly! If in doubt - send it privately and let them decide. They almost always share it themselves anyway!

If you want to celebrate Groundhog Day though – just remember to celebrate the “day” and not the movie – or you’ll find yourself recreating the same post day – after day – after day…

As with home decorating, the Personal Collection should have its own consistent style – one that reflects your style as a company. My office is decorated in Early Big Lots – though WalMart Provincial is nice too!

So, how do I create a style for my movie? You ponder pensively!

Remember that graphics package I mentioned earlier?

That’s the quickest, easiest way of creating a style that retains and reinforces your brand. Every movie you’ve ever seen opens with a motion graphics package featuring the studio’s logo. The studios refer to this device as a "vanity plate!"

A vanity plate identifies your brand - from the opening frame. It also acts as a kind of sorbet, cleansing the palate for what’s to come – giving the audience time to settle and focus – all while staring at your logo!

You can get a professionally designed vanity plate for a few hundred bucks. That may seem like a lot - but consider this - a generic “We’re Celebrating at…” or “Congratulations from “YOUR LOGO HERE” animation graphic – wrapped around a personal message – reusable for a couple of years – will cost you about the same, per customer, as a good round of drinks.

Before the protests begin - I know - nothing will replace face to face attention with your clients. But, you can’t always be there on the day – and not all of us need that second round of drinks anyway.

This is a good alternative – until you can make that next face to face.

But, how do I put the graphics and the video together?

Here are some options.

The BigLots version - You can create a lo-fi parody of an existing media icon. For example – you could type up some text in your favorite word processor –angle your laptop screen at a 45 degree angle - point a camera at the screen and using the scroll bar, create a parody of the StarWars crawl from the start of each movie – tilting up at the end to reveal your staff ready to perform.
It may take a little practice but, this kind of parody can be quite funny as long as the viewer gets the reference – and it’s not too cheesy.

You could, of course, parody your own logo - I work with one client who hung a plastic globe from a string – spinning ridiculously fast. It is, of course, meant to parody the Universal Pictures vanity plate. What makes it so funny, is that the client is Universal Pictures.

Which leads me to another point - I really only recommend using this approach with people who already know that you’re brand conscience, professional and are sure to get the joke without thinking – “Wow these guys are terrible!”

(Note: Parody is protected speech, as a "Fair Use" - meaning it's not a copyright infringement. If you parody someone else's logo however, you could still be looking at an infringement - depending on the Courts latest interpretation of Fair Use. You could also face a trade mark violation or - a possible libel action depending on the nature of said use. Contact your legal department for clarification.)

Of course, you can hire a professional to design graphics package then - if you - or someone on your staff has the ability – assemble the piece yourself – what I call the IKEA, flat pack version. It can save you money and still looks great.

Or you could bring in a film crew and do a professional shoot and edit session – the Henredon Version.
Let’s be honest - you probably don’t want to spend that kind of money on a Birthday Message. Though, I’ve done it! (Note: If the subject of said movie accounts for 70% of your Billion dollar annual revenue – by all means – bring in the posh director! Who wouldn’t like a birthday message directed by Steven Spielberg – or narrated by Morgan Freeman? Trust me. It’s been done!)

But, most likely – you’re gonna want something in between - the “Rooms to Go” version. You shoot the greeting yourself and hand off the assembly to a third party – preferably at bargain basement prices. If in doubt – use a professional.

So where do I find these magically delicious prices?

Frequently – if you just ask – the production company you already use can help. If it turns out that you’re one of their best, most loyal customers – you might even get the service at cost – or even sometimes free – It’s our version of a gift card – for those special clients.

Hey! It never hurts to ask!

It also never hurts to advertise – So! If we at AtelierIMD can be of any assistance please give us a shout! Thank you!

So that’s the Personal Collection – the tchotchke of corporate motion pictures - reaching out on an individual basis - helping your brand stay relevant to your most loyal customers - and keeping you well ahead of the competition.

And, we all have that shelf full of tchotchkes from somewhere or another. We save them and revisit them time and time again – in spite of the fact that they are ostensibly worthless – at least in monetary value. In personal value thought, they’re priceless and become some of our favorite possessions.

So let’s hear it for the tchotchkes!

Gesundheit!

What Should My Movie Be About? The Rooftop Collection Part 3 of 4

The Roof Top Collection

Before we begin our look at the "Roof Top Collection" -

We interrupt this program to bring you this important AtelierIMD bulletin:

De de da de de de - De de da de de de - De de da de de de -

Last time we discussed how important telling the story of your business is to your success, because it sets you apart from your competitors, engages customers and makes you memorable.

And, we introduced four main categories business video using the simple analogy of building a house –

First you start with the foundation

Then frame some walls

Top it off with a roof

Finally, you fill the place with personal items

We also reviewed the – The Foundation Collection with its Testimonial Videos and Brand Doctrines and the Frame Collection – A behind the scenes look at how you do – what you do - complete with, tutorials, DIY and staff features.

If you want to review further you’ll find recent articles listed in the sidebar to the right of your screen. Or, you can just scroll down.

Now! - Back to our regularly scheduled program.

The Roof Top Collection

The Roof Top Collection is the place for all of those things you “feel” strongly about – as opposed to providing information and facts. This is where you announce innovations; celebrate anniversaries and milestones; share awards and tributes; or anything else new, bright and shiny you wish to shine a spot light on.

This is the place for broad, grand gestures of success and achievement.

Roof Tops are rare – but very special – so keep an eye out for them.

Simply put the Roof Top Collection features things that make you want to - sing and dance on the roof!

Where are Tevye and Lazar Wolf when you need them? If you’re a musical theater fan, you get the reference from “Fiddler On the Roof.”

If you’re not a musical theater fan I strongly suggest you become one – because musical theater – from opera to book shows – embodies the spirit of the Roof Top Collection like nothing else - because, both musical theater and Rooftop films are about making emotional connections. And, we all know emotional connections lead to loyalty.

Now, I know musical theater is the butt of many a joke – “Two musical theater fans walk into a bar..! Wait! You found another one?”

Sorry –

Musical theater, as we know it today, is a four hundred year tradition that instantly accomplishes something we all want from our media. Instant emotional engagement!

“How does it achieve this - magical and much desired - emotional affiliation?” - by creating what Julian Woolford in his book "How Musicals Work" calls a unique “theatrical” language with those of us in the audience. Every musical (and film for that matter) has its own language – that guides the experience.

Do the characters sing, dance, talk - or - all of the above? Are they human, alien, talking cars or animals? Are they good, evil, moral or immoral, and do we care? The specifics are irrelevant – good musical theater – much like your story - begins teaching its unique language from the moment the lights come up.

But, as storyteller,you have to be consistent. Remember, you’re teaching us your personal language.

Woolford puts it like this -

"Having taught them, you would then tell a joke and... change to a different language for the punchline? ...that would be lunacy."

You have to be consistent from the first moment.

What’s really amazing though is how desperately we, the audience, want to learn this new language - and how quickly we begin to understand it in terms that relate to our own lives, and hopes, and dreams - and how quickly we are willing to suspend our disbelief.

I was in a meeting once with the executive committee of a well known company. Some how or another, we got to talking about animation and I started to play an animated film I had made as a Christmas card the year before. To me it was just a "Hey! Maybe we could do something like this kind of moment." When I looked up however, I found a room full of career executives who were, every bit, as mesmerized, as a five year old on Saturday morning - by a cartoon! We all want to believe.

A well written opera or Broadway show does this beautifully – it grabs us by the heartstrings and begins teaching its unique language from the opening note! We want to learn and believe so badly – that we proceed to spend the next couple of hours in a semi-dark room where “normal” people, break out in ballad when their emotions become too great for mere language.

In other words – we completely buy into the experience.

In fact, we buy time and time again – spending hundreds of dollars for a ticket each and every time the show’s in town. That’s loyalty!

Why are we so loyal? Because it reaches us emotionally – instead of just rationally!

Against all logic - we want to believe that Professor Harold Hill can really teach music. We trust that Danny Zuko want’s more from Sandy than a little “Summer Lovin’.” And, we hope beyond hope - that there really is a naughty Sandy, in black spandex, awaiting us somewhere! “Tell me about it. Stud!

Okay! I’m back now! The chandelier of reality just came crashing down on the stage of fantasy!

All of the musicals I just referenced have made their way into our collective consciousness.

In new media terms - they went viral!

But, more importantly - they stayed viral. Professor Harold Hill and the Music Man – premiered almost sixty years ago! Grease – forty-five years ago!

And, that famous crashing chandelier – Well, it’s said that at any given moment – somewhere in the world – there is a performance of Phantom of the Opera in progress. It’s done over $6 Billion dollars at the worldwide box office, more than seven times its closest competitor “The Lion King.” More than double the box office of “Avatar” – the highest grossing film of all time.

Phantom of the Opera is the most valuable piece of art ever created.

I guess there are more than two fans of musical theater out there. And, we’re clearly loyal.

Opera’s been up to the same thing for centuries. We just don’t realize it today.

Admit it – What most of us know about opera comes from Bugs Bunny cartoons.

Even there, we want to believe that Elmer Fudd won’t really “Kill the Wabbit! Kill the Wabbit!!!” The tune is – of course - “Ride of the Valkyries,” from the opera Die Walküre by Richard Wagner.

I bet most of you will recognize this – even in this form!

Dah dat da, dah dat.
Dah dat, dah dat.
Dah dat da, dah dat - da dah dat –
dah diddly dum!

It’s the main theme of a comic opera by Gioachino Rossini – called “The Barber of Seville.” It premiered in 1816, and it’s still part of our social lexicon - after two hundred years. Though most of us born in the twentieth century will always associate it with Bugs and Elmer!

The point is – I’m not talking about your last social media update – I’m talking about centuries! How’d you like to stay viral – or even relevant - for that long?

While, no one can tell you precisely how to create a viral video – The Rooftop Collection of films is your best chance - because this is where all the emotion is – and emotion is what we cling to and remember. It’s emotion that we crave and share!

And, it’s emotion that connects an audience to your brand.

Now, I know I’ve been going on – and on – and on - about musical theater. I’m not suggesting that your CEO deliver the next quarterly report as a patter song. (Though, I’d pay good money to see that!)

It’s worth mentioning here, that in our - often far too serious world – breaking into song at the most improbable moment could be funny. And, funny has a value of its own. But, that’s another article entirely. (Coming soon to a theater near you)

What I’m saying is - the lessons musical theater can teach us about emotional connections and loyalty are beyond value. And, the Rooftop Collection works in much the same way!

It's how you can tell your story, in your own theatrical language, with a gentle tug at the heartstrings. You don’t have to literally sing, or dance, or even play an instrument, to "Be musical." The Rooftop Collection can - Make your story sing!

How many of you get a little teary eyed during the Final Four’s “One Shining Moment” video? Admit it. It’s okay to cry in basketball! It’s baseball where there’s no crying allowed – (Well… that’s what Tom Hanks said in “A League of Their Own!”)

“One Shining Moment” is basketball set to music. It plays, on screen like ballet – graceful, elegant moves, in pristine slow motion - punctuated by dramatic, slam dunks, alley oops and three point bombs. It moves hard boiled, grown men to tears every March. And, with a little thought and imagination, you can do it with your brand.

Here’s an example of a Rooftop piece I created for the hundredth anniversary of Firestone. In those distant days of yore – before HD. (By the way - This was created from existing footage and stock photos.)

So that’s The Roof Top Collection – stories that sing in your unique language - that create an emotional connection to your customers.

Now I’m not suggesting that you - each and every one - have to produce “Your Brand - The Musical.” Music is just a very good tool for connecting emotionally. There are plenty of other ways to get there. Simply telling a great story is one! Just make it sing – at least metaphorically!

And – if you can sing and dance – for heaven’s sake do it! Then take a bow. People will love you for it!

Now, I’m off to the fun house to look for naughty Sandy! See ya next time!

What Should My Movie Be About? The Frame Collection Part 2 of 4

Before we begin our look at the "Frame Collection" let's review!

Previously on AtelierIMD:

We discussed how telling the story of your business is critical to your success, because it sets you apart from your competitors, engages customers and makes you memorable.

And we introduced four main categories business video using the simple analogy of building a house –

First you start with the foundation

Then frame some walls

Top it off with a roof

Finally, you fill the place with personal items

And, we discussed the first category – The Foundation Collection with its Testimonial Videos and Brand Doctrines.

If you want a quick review – CLICK HERE

Now that we’re all caught up…

In Part 2 of “What Should My Videos Be About?” we’ll look at – wait for it – the second element of our home construction analogy– The Frame Collection!

“Frame” is an interesting word. Dictionary.com lists thirty-six definitions for it.

Among them are – “To set apart with a border” like the frame of a picture. It can mean – “physical structure or skeleton” as in the frame of a house or a man. It can be used as a portal, or point of entry – as in “door or window frame,” or an outline sometimes called a “frame-work.” One can conceive or “frame” and idea – or compose/frame an image with a camera.

And, it’s in these definitions that we find direction for the videos in “The Frame Collection.”

You can have as many videos in this collection as you can imagine – on a wide variety of subjects. The Frame Collection expands on the “testimonial and brand doctrine” videos of the Foundation – by showing your organization in action – and delving further into specific details.

So let's add the next level to our house. The frame – or walls – of a house define the space where you live - where the day to day activities of your life – (or business) take place. It's where innovation is born, and the secret ingredients, that make your business special, are added.

But, if we don't add some windows and doors it can get pretty dark in there!

That said - the Frame Collection is a great place for a behind the scenes look at how you do - what you do.

Think of this collection as the special features disc of your brand DVD. It's all about additional information - details that go beyond - and expand on the "testimonials" and "brand doctrines" of the Foundation Collection - the deleted scenes if you will.

If the foundation movies were your elevator pitch - designed to get you in the door. The Frame Collection is the message you want to communicate once you're in. It's more expansive and detailed info on how you do - what you do!

Like those “making of” clips from the “Lord of the Rings” Trilogy - it’s okay to be a little technical here, as long as you stay entertaining. But, unlike Peter Jackson - please wear shoes on camera!

I like to balance hard info with a little humor. We'll l take a serious look at humor in a future series. But for now - don't worry. It won't make you look silly or unqualified. In fact, it humanizes you!

Still. If you strongly feel the need to wallow in technical jargon and information, consider a tutorial or DIY video. They fit nicely in the Frame Collection too! And, your most ardent customers will be grateful for the information.

A frame – as in “picture frame” - is an excellent tool for highlighting what makes your brand special. It’s why we frame art – to set it apart from the world around it.

The Frame Collection is an excellent device for helping your brand stand out. As humans - we naturally tend to focus our attention on what’s inside the frame - ignoring all else – at least temporarily. In other words – inside the frame - the focus is on – your brand.

You can even use these pieces of media to narrow the conversation – leaving things you want to ignore outside. Like those pesky weaknesses from your last SWOT analysis. Just remember – when you turn those weaknesses into strengths – they fit here too!

The Frame Collection also creates an opportunity for features about innovations, ideas, future plans and goals, even staff profiles – personal stories about those special people who make your brand successful.

It’s like a back stage pass to meet the band, and I’m betting somebody on your staff is a closet musician, artist, writer, actor or volunteer philanthropist! Share their stories with your customers – It’s a win, win win!

Remember the door frame? Well that’s how these videos work for your business – like a portal inviting the world to experience a glimpse of the inner sanctum of your organization. It makes all of us "outsiders" feel included. "Ain't that right Ponyboy?" Sorry - I couldn't resist.

When we "outsiders" feel like we’re part of the show – we feel special - and when we feel special we remain remarkably loyal.

And, "brand loyalty" is the brass ring - because we all know how much cheaper is it to retain an existing customer than it is to develop a new one.

By telling the stories of your day to day activities - and the people who fulfill them, “The Frame Collection” helps with both customer retention and new client development by expanding on the foundation videos while broadening and deepening your appeal.

If on the other hand, you choose to overlook the “Frame Collection” - and your boss finds out!

You can always “frame” someone else for the oversight!

What Should My Movie Be About? The Foundation Collection Part 1 of 4

Telling the story of your business is paramount to success. Your story sets you apart from your competitors, engages customers and makes you memorable.

But, what kinds of stories does your business need to tell? Pray tell!

Well, I believe there are four main categories of movies every business should be using.

To explain I’ll use the simple analogy of building a house –

If the “Three Little Pigs” had used these categories their lives would’ve been much less stressful.

But, enough huffing and puffing – and back to building the house.

• First you start with the foundation – obviously!
• Then frame some walls – preferably not made of straw.
• Top it off with a roof – this is a great place to howl at the moon.
• Finally, you fill the place with personal items – I recommend a large cauldron, boiling in the fireplace!

So let’s get down to details – ‘cause it’s not that easy to share a house on social media.

In this article we’ll focus on - The Foundation Collection of movies. These films are the elevator pitch of movies - what you'd say if the perfect client, investor, donor - whatever, stepped onto an elevator with you - and you suddenly have until he or she gets off, to make your case. The messages here help you turn a chance encounter into a thirst for more of your brand.

→

What Should My Movie Be About? – Introduction

In our previous post we established that “Story is Everything!” It’s a key ingredient for success because it sets you apart from the herd – engages your audience i.e. customers – and it makes you unforgettable!

The numbers tell us that -

96% of B2B businesses use video marketing
As many as 3 out of 4 people who watch a testimonial video actually make a purchase based on that experience
65% of all customers are visual learners

It’s clear. You need media about your business, out there working for you.

But, what should your media be about? Talking about yourself is hard and uncomfortable. You don’t know what to say. Worse yet, you’ve seen some of what’s already out there - and you really don’t want “that” representing your brand. And, even good media is no guarantee.

The bottom line is - You don’t want to spend money on something that looks pretty, but does little to help your organization achieve its goals. While there’s no guarantee - you want to know that what you’re doing has a good chance of success.

When done well, using media is like having a twenty-four/seven – personal referral service. You sales staff will love it – it makes developing new customers a snap, because once a potential client sees your media – you’re not cold calling anymore!

Which leads me to our four part series – “What Should My Movie Be About?”

Before we begin in earnest, I want to make a universal point! It's really more of a rule in my opinion. And it is -

Never shoot a frame of film until you know what your story is about!

Smile! I just saved you thousand of dollars.

So let me repeat - Never shoot a frame of film until you know what your story is about!

If you hire a film production company – make sure they understand and agree with this - and make sure they can help you craft your story, and shape your message, before production begins.

Paying for a writer is well worth the investment. We are, after all, talking about your brand.

Believe me, I’ve done – far too much corporate media – that was written by some committee or other within the organization. While there are always exceptions – these pieces mostly come out repetitive, wandering and without a clear objective.

Your staff has to be involved. Intimately! It’s your story that has to be told. But, a good writer will shape that story into a focused tool for achieving a specific goal. And, as an outsider – a writer brings, not only experience, but a fresh point of view – and they won’t be subject to protecting departmental turf.

So that’s my soapbox for today. Never shoot before writing!

It should be obvious – but, everybody in the business has done it. We’ve all gone off on a brilliant idea – shot some beautiful footage – only to spend twice the budget – trying to piece together a single message out of a thousand. A message that rarely ends up saying what you’re started out to say in the first place.

And, what you should be saying, is the very reason we created the – “What Should My Movie Be About?” series.

There are really four collections of films that every business needs. Each collection supports the next, creating an “integrated media” point of entry into your world.

Courtesy of videoblocks.com

We’ll use the analogy of building a house, to help understand the purpose of each of these collections - starting with the foundation, then framing some walls, adding a roof, and finally moving our personal items in!

This integrated media approach works because the pieces each have a specific goal – and lead to another piece with a specific goal. For example – the Foundation Collection – is designed to introduce your brand to new and potential clients, and engage their interest. The two movies in the Foundation Collection have proven to be successful, by businesses the world over.

Once you’ve got their attention. Potential customers are gonna want more information! That’s where the Frame Collection comes in. It’s the place for information.

But, not everybody likes cold hard facts – so the Roof Top Collection is more emotional in nature.

And, finally the Personal Collection – is about – you guessed it – growing and maintaining person connections.

Over the next four weeks we’ll examine each of these four collections in detail. Helping you understand what stories you should be telling and how you should tell them. It’ll also help you communicate your ideas effectively to a writer, or production company.

Just remember – this is a hard hat area!

Story Is Everything!

Story is everything.

A compelling story makes you unforgettable. It differentiates you from your competitors and engages your customers emotions - and while a sale may be purely a commercial transaction - the decision to buy, at what level and when, is largely emotional.

So I’ll say it again... Story is everything.

As a species - we’ve been telling stories for tens of thousands of years. From cave paintings and oral histories, to Shakespeare and You Tube, story is ingrained in our DNA. It’s how teachers first open a child’s world to learning, logic, even morality.

In fact I believe that it’s among the key evolutionary developments that separate us from the other primates - right up there with controlling fire and walking upright.

→

As Always - If AtelierIMD can help, please get in touch!

But, movies aren’t the only way to tell your story. There! I said it!

So what kind of stories should your organization be telling?

But, how do you use the other forms of story to support your business?

The Personal Collection

The Personal Collection

Photo Credits:

The Roof Top Collection

Before we begin our look at the "Roof Top Collection" -

We interrupt this program to bring you this important AtelierIMD bulletin:

The Roof Top Collection

Photo Credits:

The Frame Collection

Before we begin our look at the "Frame Collection" let's review!

Previously on AtelierIMD:

In Part 2 of “What Should My Videos Be About?” we’ll look at – wait for it – the second element of our home construction analogy– The Frame Collection!

“Frame” is an interesting word. Dictionary.com lists thirty-six definitions for it.

And, it’s in these definitions that we find direction for the videos in “The Frame Collection.”

You can have as many videos in this collection as you can imagine – on a wide variety of subjects. The Frame Collection expands on the “testimonial and brand doctrine” videos of the Foundation – by showing your organization in action – and delving further into specific details.

So let's add the next level to our house. The frame – or walls – of a house define the space where you live - where the day to day activities of your life – (or business) take place. It's where innovation is born, and the secret ingredients, that make your business special, are added.

But, if we don't add some windows and doors it can get pretty dark in there!

That said - the Frame Collection is a great place for a behind the scenes look at how you do - what you do.

Think of this collection as the special features disc of your brand DVD. It's all about additional information - details that go beyond - and expand on the "testimonials" and "brand doctrines" of the Foundation Collection - the deleted scenes if you will.

If the foundation movies were your elevator pitch - designed to get you in the door. The Frame Collection is the message you want to communicate once you're in. It's more expansive and detailed info on how you do - what you do!

Like those “making of” clips from the “Lord of the Rings” Trilogy - it’s okay to be a little technical here, as long as you stay entertaining. But, unlike Peter Jackson - please wear shoes on camera!

A frame – as in “picture frame” - is an excellent tool for highlighting what makes your brand special. It’s why we frame art – to set it apart from the world around it.

The Frame Collection is an excellent device for helping your brand stand out. As humans - we naturally tend to focus our attention on what’s inside the frame - ignoring all else – at least temporarily. In other words – inside the frame - the focus is on – your brand.

You can even use these pieces of media to narrow the conversation – leaving things you want to ignore outside. Like those pesky weaknesses from your last SWOT analysis. Just remember – when you turn those weaknesses into strengths – they fit here too!

The Frame Collection also creates an opportunity for features about innovations, ideas, future plans and goals, even staff profiles – personal stories about those special people who make your brand successful.

It’s like a back stage pass to meet the band, and I’m betting somebody on your staff is a closet musician, artist, writer, actor or volunteer philanthropist! Share their stories with your customers – It’s a win, win win!

Remember the door frame? Well that’s how these videos work for your business – like a portal inviting the world to experience a glimpse of the inner sanctum of your organization. It makes all of us "outsiders" feel included. "Ain't that right Ponyboy?" Sorry - I couldn't resist.

When we "outsiders" feel like we’re part of the show – we feel special - and when we feel special we remain remarkably loyal.

And, "brand loyalty" is the brass ring - because we all know how much cheaper is it to retain an existing customer than it is to develop a new one.

By telling the stories of your day to day activities - and the people who fulfill them, “The Frame Collection” helps with both customer retention and new client development by expanding on the foundation videos while broadening and deepening your appeal.

If on the other hand, you choose to overlook the “Frame Collection” - and your boss finds out!

You can always “frame” someone else for the oversight!

Here are a few samples from our archives.

Photo Credits:

AtelierIMD

If we can help you develop or produce your Rooftop Collection Movie - Please get in touch!

Recent Posts

The Foundation Collection

Telling the story of your business is paramount to success. Your story sets you apart from your competitors, engages customers and makes you memorable.

But, what kinds of stories does your business need to tell? Pray tell!

Well, I believe there are four main categories of movies every business should be using.

To explain I’ll use the simple analogy of building a house –

If the “Three Little Pigs” had used these categories their lives would’ve been much less stressful.

But, enough huffing and puffing – and back to building the house.

So let’s get down to details – ‘cause it’s not that easy to share a house on social media.

Never shoot a frame of film until you know what your story is about!

Can We Help?

If AtelierIMD can be of any assistance please get it touch! Thank You!

Story is everything.

A compelling story makes you unforgettable. It differentiates you from your competitors and engages your customers emotions - and while a sale may be purely a commercial transaction - the decision to buy, at what level and when, is largely emotional.

So I’ll say it again... Story is everything.

As a species - we’ve been telling stories for tens of thousands of years. From cave paintings and oral histories, to Shakespeare and You Tube, story is ingrained in our DNA. It’s how teachers first open a child’s world to learning, logic, even morality.

In fact I believe that it’s among the key evolutionary developments that separate us from the other primates - right up there with controlling fire and walking upright.