IAs we originating from a pandemic time, sell as storytelling has been participating in my intellect. I was thinking exclusively about the history of the six-second story, a concept that is at the core of our story work here at TopRight.
How did we are to six seconds, why it so important? Here’s a little run down.
In the early days of broadcast and publish commerce, expeditions wheeled out over sheets and sheets or instants and times of airtime. This worked well then because listeners or books were left with a rich to improve understanding of the symbol hope. People had more day and persistence in those days–were talking a majority of members of the 20 th century up to about the 1980 s.
Then digital comms and computers affected. First, in the 1980 s and 1990 s, digital storytelling followed much the same pattern, just in a brand-new format. Long stories, full of detail. Marketers envisioned the real change was qualitative–marketing had become a “conversation” with the audience and not only an outward word. Not spurious! But not the full story.
Now smash-cut to you on your phone sneering as you sounds through thousands and thousands of unwanted ads: those discussions has become one-sided!
Pretty soon, living became cluttered in explosions if ad photocopy. Our always-on iPhones and always-on social media make clever marketers a lot of time to fill up with content. And they have to work! Soon, we were all left with a shorter and shorter period of time to hear a lurch: down to two minutes, then one, then 30 seconds until …
Hello to the 6-second Story Attention Economy
In 2001, Davenport and Beck published The Attention Economy, and the marketing world unexpectedly made aware of an acute publication in their land. Folks really weren’t “paying attention” like they used to back in the 50 s.
In that journal and precede study, a minimum figure emerged that allowed anyone pitching a thought or product the ability to communicate a reason to care, listen, employ, buy, and bide. And that figure was six seconds. If any linkage you draw is lost in those few seconds, then it’s really lost, and most probably incapable of being retrieved.
What Does It Mean for You?
Even in six seconds, the “art of the story” itself doesn’t change. Your story still needs to speak to your audience and urge them into the buyer’s journey. It only has to do it in six seconds. In that opening of duration, the storytelling must be simple, clear and would be consistent with the customer’s the requirements and wants.
Marketing storytelling must 😛 TAGEND
Make a complex problem identifiable and solvable. Mark the main elements and determine them making. Ensure the next steps are perfectly in tune with those initial six seconds. Be Authentic. Don’t puff yourself up or tell tall tales, focus on what really concerns.
While the length of the brand story has changed, the work of developing one has not.
No matter how short the meaning, never short-change the depth, complexity and richness of your firebrand. This requires that you altogether examine, understand, and refine what that floor is. Merely then are you able to distill it further to eventually reach the 6-second legend capture.
Ask any boy waiting for ice cream( or adult waiting for Twitter to load ), six seconds can be a lifetime! Today, the six-second story is as relevant and critical as ever.
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