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Answer Upon - The Art of Website Storytelling
I hate my job.Do you find yourself saying this on a regular basis?Do you dread having to face another day at work?Do you sometimes wish you’d be fired or laid off just to escape your daily prison?If so, join the club. You might be surprised how many people spend years (and years and years…) staying in the same job that they hate.If you constantly say to yourself “I hate my job” then it’s time you did something about it.And if you’re the type of person who keeps telling your friends “I hate my job” and expecting that they will care, you’d really better start doing something about it before you lose all your friends. No one likes to hang around a whiner especially one who says the same thing over and over again without doing anything to fix it.If you truly hate your job, your personal life
What's A Logline?
A website, or marketing campaign logline is your company's 'high concept' idea. It is a one or two line statement that answers specific questions. It should also be accompanied by a project title, and if you really want to get fancy, you can add what the 'old-timers' used to call a "One-Sheet" or movie poster style visual or video trailer for the campaign.
To find out what your high concept is, answer these questions, and if you can't, then maybe it's back to the drawing board:
1. What is your project, website, or ad campaign all about: what is its purpose?
2. Who is the audience for this presentation?
3. How will your audience be emotionally affected?
4. What personal or business conflict does your product or service resolve?
5. Do your words paint a memorable mental image?
6. Does the project title capture the audience's attention with an engaging hook?
A good campaign logline will help you maintain focus so your project will be fine-tuned to achieve its purpose. Even if the project does not meet expectations, by keeping on track, you will be able to analysis what went wrong and learn
Perhaps you’ve found yourself in the position of seeking a new position due to a layoff, cutback or downsizing and are now facing the interviewing process. As scary as that may seem, one of the most critical points to remember is that just because you’re sitting in the seat opposite the potential employer doesn't mean you have no control. There are a number of ways for making the interview a more equal experience and the first starts with knowing you have the right to ask questions.Come Prepared!Although it’s not a good idea to monopolize the interview, asking questions shows your interest in the position therefore it’s a good idea to prepare a few questions beforehand. By doing some research about the company you show the interviewer that you’re really a knowledgeable and serious applicant.What You Shouldn’t Say During
When people asked us what we did, we used to tell them we were a website design firm that specialized in audio and video, today we tell them we are corporate storytellers. If you aren't telling your story you are not going to meet your marketing goals.
If you want to know how to tell your corporate story well, or even if you want to hire someone to do it for you, you at least need to know what makes a good story; and the best place to learn is the home of storytelling, Hollywood.
Learn From The Experts
If you want to learn how to tell your corporate story on the Web using video, you could do worse than reading Blake Snyder's book, "Save The Cat.' Blake is a successful Hollywood screenwriter and his book provides a lot of inspiration for aspiring screenwriters, but if you are like me and see marketing as the Art of Storytelling, then you can learn a lot about how to create Web-marketing videos and complete marketing websites that effectively deliver your marketing message and help you meet your business goals.
Movies are made up of scenes and 'beats.' The average movie has about forty of these scenes. In order to organize these scenes, screenwriters describe each scene on a 3x5 index card with color-coded notations. The important thing for us as crass commercial business people intent on selling our products and services is that each card is a story in and of itself. Think of each card as a commercial for a specific product or service you sell. If you string a bunch of these together, one for each product or service, you have a multimedia website that tells your marketing story.
Provide The Change and Solve The Conflict
In 'Save The Cat' Snyder refers to colleague Robert McKee who has a technique that he uses, one that you may want to consider next time you are thinking of initiating a marketing campaign. McKee uses two notations (+/- and ><) at the bottom of each card followed by a sentence of explanation. The +/- notation refers to the emotional change that the protagonist undergoes during that scene. If the protagonist hasn't changed in some way, if he or she hasn't been affected, then you don't have a viable scene or presentation.
The second notation (><) describes the conflict in the scene. All stories must have conflict and commercials or advertisements are no different.
Think of your average laundry detergent commercial. The woman of the house, excuse the sexist reference, starts off being unhappy (emotional distress) with her dull and dingy clothes. Her kids, spouse, and dog are constantly creating an increasing pile of laundry that never seems to get totally clean (conflict). By the end of the commercial with the use of your wonderful new formulation of laundry soap, she solves her problem. The clothes are clean and bright and she no longer resents her family (conflict resolved) and she is now a happy mother and wife (emotional change). It may sound pretty sappy when laid-out this way, but that is the way it works. And that, at least in part, is how you create Web-advertisements and marketing campaigns that tell a story.
Mission Statements vs. Loglines and High Concept
No matter who you are or what you do, you are a salesman. We are all constantly selling whether we are aware of it or not. You had to sell yourself to your 'significant other' and if you have children you are continuously selling them on how they should behave. At the office, even if you aren't in sales, you are forever selling your ideas to colleagues or trying to convince staff to get the job done the way you want it done. We are all salesman, all the time.
If you have been in business as long as I have you will have written your share of business plans, mission statements and all. You present your plan to 'The Man' and the first thing he or she does is flip to the last page of your beautiful thirty page color laser printed document to look at the projected financial statements. Why ask for a business plan if you're not going to read it? As far as the ubiquitous Missions Statement is concerned, for most businesses it has become nothing more than a platitude-laden piece of gobbledygook.
Because we live in such a fast paced world, our sales techniques have to be efficient, engaging, and effective. As we stated earlier business executives can learn a lot from successful screenwriters like Blake Snyder.
Snyder talks a lot about 'loglines', which are short one or two sentence synopses of movie or television concepts. They appear on the surface to sound a lot like 'mission statements' but they may provide a slightly different perspective on what has become an exercise in b-school-jargon mumbo jumbo.
Whether you are developing a new Web-marketing campaign for your company or a complete new website, you could do worse than start with a well-defined logline and title. It will put the entire project into focus, provide a reference so you don't get sidetracked, and it will provide a great 'elevator pitch' when you need to deliver the essence of your business in thirty-seconds. Believe it or not, fifty million dollar movie concepts are sold on the basis of a logline and movie title. They are in short, everything that you need to sell an idea and they are only one or two sentences long.
What's A Logline?
A website, or marketing campaign logline is your company's 'high concept' idea. It is a one or two line statement that answers specific questions. It should also be accompanied by a project title, and if you really want to get fancy, you can add what the 'old-timers' used to call a "One-Sheet" or movie poster style visual or video trailer for the campaign.
To find out what your high concept is, answer these questions, and if you can't, then maybe it's back to the drawing board:
1. What is your project, website, or ad campaign all about: what is its purpose?
2. Who is the audience for this presentation?
3. How will your audience be emotionally affected?
4. What personal or business conflict does your product or service resolve?
5. Do your words paint a memorable mental image?
6. Does the project title capture the audience's attention with an engaging hook?
A good campaign logline will help you maintain focus so your project will be fine-tuned to achieve its purpose. Even if the project does not meet expectations, by keeping on track, you will be able to analysis what went wrong and learn
If someday while going for a drive you come across a huge balloon floating in the middle of the sky, don't be amazed or come to the conclusion that a child has lost his balloon. It is the latest way of advertising an event, product or company. We all know that advertising takes different measures to attract customers and patrons. So how different is an advertising balloon?Well, advertising balloons are inflated with helium gas, which is a colorless odorless gas, lighter than air and is preferred over hydrogen because of its non-inflammability.You can choose from the wide number of advertising balloons available in the market, which comes in various sizes, shapes and colors, like:- Cold air inflatables - these balloons can be purchased or even rented and can go up in the sky upto 25 feet. They look great for parking lots, p
Provide The Change and Solve The Conflict
In 'Save The Cat' Snyder refers to colleague Robert McKee who has a technique that he uses, one that you may want to consider next time you are thinking of initiating a marketing campaign. McKee uses two notations (+/- and ><) at the bottom of each card followed by a sentence of explanation. The +/- notation refers to the emotional change that the protagonist undergoes during that scene. If the protagonist hasn't changed in some way, if he or she hasn't been affected, then you don't have a viable scene or presentation.
The second notation (><) describes the conflict in the scene. All stories must have conflict and commercials or advertisements are no different.
Think of your average laundry detergent commercial. The woman of the house, excuse the sexist reference, starts off being unhappy (emotional distress) with her dull and dingy clothes. Her kids, spouse, and dog are constantly creating an increasing pile of laundry that never seems to get totally clean (conflict). By the end of the commercial with the use of your wonderful new formulation of laundry soap, she solves her problem. The clothes are clean and bright and she no longer resents her family (conflict resolved) and she is now a happy mother and wife (emotional change). It may sound pretty sappy when laid-out this way, but that is the way it works. And that, at least in part, is how you create Web-advertisements and marketing campaigns that tell a story.
Mission Statements vs. Loglines and High Concept
No matter who you are or what you do, you are a salesman. We are all constantly selling whether we are aware of it or not. You had to sell yourself to your 'significant other' and if you have children you are continuously selling them on how they should behave. At the office, even if you aren't in sales, you are forever selling your ideas to colleagues or trying to convince staff to get the job done the way you want it done. We are all salesman, all the time.
If you have been in business as long as I have you will have written your share of business plans, mission statements and all. You present your plan to 'The Man' and the first thing he or she does is flip to the last page of your beautiful thirty page color laser printed document to look at the projected financial statements. Why ask for a business plan if you're not going to read it? As far as the ubiquitous Missions Statement is concerned, for most businesses it has become nothing more than a platitude-laden piece of gobbledygook.
Because we live in such a fast paced world, our sales techniques have to be efficient, engaging, and effective. As we stated earlier business executives can learn a lot from successful screenwriters like Blake Snyder.
Snyder talks a lot about 'loglines', which are short one or two sentence synopses of movie or television concepts. They appear on the surface to sound a lot like 'mission statements' but they may provide a slightly different perspective on what has become an exercise in b-school-jargon mumbo jumbo.
Whether you are developing a new Web-marketing campaign for your company or a complete new website, you could do worse than start with a well-defined logline and title. It will put the entire project into focus, provide a reference so you don't get sidetracked, and it will provide a great 'elevator pitch' when you need to deliver the essence of your business in thirty-seconds. Believe it or not, fifty million dollar movie concepts are sold on the basis of a logline and movie title. They are in short, everything that you need to sell an idea and they are only one or two sentences long.
What's A Logline?
A website, or marketing campaign logline is your company's 'high concept' idea. It is a one or two line statement that answers specific questions. It should also be accompanied by a project title, and if you really want to get fancy, you can add what the 'old-timers' used to call a "One-Sheet" or movie poster style visual or video trailer for the campaign.
To find out what your high concept is, answer these questions, and if you can't, then maybe it's back to the drawing board:
1. What is your project, website, or ad campaign all about: what is its purpose?
2. Who is the audience for this presentation?
3. How will your audience be emotionally affected?
4. What personal or business conflict does your product or service resolve?
5. Do your words paint a memorable mental image?
6. Does the project title capture the audience's attention with an engaging hook?
A good campaign logline will help you maintain focus so your project will be fine-tuned to achieve its purpose. Even if the project does not meet expectations, by keeping on track, you will be able to analysis what went wrong and learn
You have worked hard at finding your next job. You have come through many obstacles and have reached your career objective. You have received a job offer. You’re thrilled. Mission accomplished. After all, what else is left to do?A majority of job candidates do not negotiate their offer. They are happy just to have received it. They just want to start their new job and start getting paid again. Besides, there's a myth that the process of negotiating could turn the employer off and cause the offer to be rescinded? Does this kind of thinking sound familiar?Offer negotiations are certainly an optional part of the job search process. You don’t have to negotiate. Should you? Absolutely! In fact, when you don’t negotiate, negative ramifications can occur.For example, you’re in Sales or Customer Support or any other p
Mission Statements vs. Loglines and High Concept
No matter who you are or what you do, you are a salesman. We are all constantly selling whether we are aware of it or not. You had to sell yourself to your 'significant other' and if you have children you are continuously selling them on how they should behave. At the office, even if you aren't in sales, you are forever selling your ideas to colleagues or trying to convince staff to get the job done the way you want it done. We are all salesman, all the time.
If you have been in business as long as I have you will have written your share of business plans, mission statements and all. You present your plan to 'The Man' and the first thing he or she does is flip to the last page of your beautiful thirty page color laser printed document to look at the projected financial statements. Why ask for a business plan if you're not going to read it? As far as the ubiquitous Missions Statement is concerned, for most businesses it has become nothing more than a platitude-laden piece of gobbledygook.
Because we live in such a fast paced world, our sales techniques have to be efficient, engaging, and effective. As we stated earlier business executives can learn a lot from successful screenwriters like Blake Snyder.
Snyder talks a lot about 'loglines', which are short one or two sentence synopses of movie or television concepts. They appear on the surface to sound a lot like 'mission statements' but they may provide a slightly different perspective on what has become an exercise in b-school-jargon mumbo jumbo.
Whether you are developing a new Web-marketing campaign for your company or a complete new website, you could do worse than start with a well-defined logline and title. It will put the entire project into focus, provide a reference so you don't get sidetracked, and it will provide a great 'elevator pitch' when you need to deliver the essence of your business in thirty-seconds. Believe it or not, fifty million dollar movie concepts are sold on the basis of a logline and movie title. They are in short, everything that you need to sell an idea and they are only one or two sentences long.
What's A Logline?
A website, or marketing campaign logline is your company's 'high concept' idea. It is a one or two line statement that answers specific questions. It should also be accompanied by a project title, and if you really want to get fancy, you can add what the 'old-timers' used to call a "One-Sheet" or movie poster style visual or video trailer for the campaign.
To find out what your high concept is, answer these questions, and if you can't, then maybe it's back to the drawing board:
1. What is your project, website, or ad campaign all about: what is its purpose?
2. Who is the audience for this presentation?
3. How will your audience be emotionally affected?
4. What personal or business conflict does your product or service resolve?
5. Do your words paint a memorable mental image?
6. Does the project title capture the audience's attention with an engaging hook?
A good campaign logline will help you maintain focus so your project will be fine-tuned to achieve its purpose. Even if the project does not meet expectations, by keeping on track, you will be able to analysis what went wrong and learn
Only in America could billions of dollars be made selling weight loss products to people who need to shed a few extra pounds. In a world full of starving people, Americans seem to have emerged as a nation of overfed, under exercised fatties who can’t put down that bag of potato chips, stop eating that ice cream or refuse that second (or third?) helping of pasta. America’s weight problem – historically solved by eating less and exercising more – had now proliferated a dizzying array of products. Celebrities, nutritionists, doctors, herbologists, hucksters and former fatties have come up with thousands of products designed to melt fat, reduce cravings for bad foods, block carbs, sugar and fat, lose pounds while you sleep, and more..Many products claim that, as long as you take one of the pills, you can eat what you want and actually lose
Because we live in such a fast paced world, our sales techniques have to be efficient, engaging, and effective. As we stated earlier business executives can learn a lot from successful screenwriters like Blake Snyder.
Snyder talks a lot about 'loglines', which are short one or two sentence synopses of movie or television concepts. They appear on the surface to sound a lot like 'mission statements' but they may provide a slightly different perspective on what has become an exercise in b-school-jargon mumbo jumbo.
Whether you are developing a new Web-marketing campaign for your company or a complete new website, you could do worse than start with a well-defined logline and title. It will put the entire project into focus, provide a reference so you don't get sidetracked, and it will provide a great 'elevator pitch' when you need to deliver the essence of your business in thirty-seconds. Believe it or not, fifty million dollar movie concepts are sold on the basis of a logline and movie title. They are in short, everything that you need to sell an idea and they are only one or two sentences long.
What's A Logline?
A website, or marketing campaign logline is your company's 'high concept' idea. It is a one or two line statement that answers specific questions. It should also be accompanied by a project title, and if you really want to get fancy, you can add what the 'old-timers' used to call a "One-Sheet" or movie poster style visual or video trailer for the campaign.
To find out what your high concept is, answer these questions, and if you can't, then maybe it's back to the drawing board:
1. What is your project, website, or ad campaign all about: what is its purpose?
2. Who is the audience for this presentation?
3. How will your audience be emotionally affected?
4. What personal or business conflict does your product or service resolve?
5. Do your words paint a memorable mental image?
6. Does the project title capture the audience's attention with an engaging hook?
A good campaign logline will help you maintain focus so your project will be fine-tuned to achieve its purpose. Even if the project does not meet expectations, by keeping on track, you will be able to analysis what went wrong and learn
By the time you get to the end of an interview, you are probably feeling a mixture of tension and relief. So when you are asked if you have any questions, it's easy to say no or ask something irrelevant. You will no doubt have prepared your answers to interview questions, but have you taken the time to prepare questions for interview panels?Asking questions both gives you the opportunity to find out more about the company and the job you are applying for and it gives the employer a chance to see how well you understand the position, and enables him to gain further insight into your knowledge of the industry and your enthusiasm. It can also help both of you to get a greater understanding of your suitability for the post. Don't forget that interviewing is a two way process and although the interviewer will do most of the asking, you shoul
What's A Logline?
A website, or marketing campaign logline is your company's 'high concept' idea. It is a one or two line statement that answers specific questions. It should also be accompanied by a project title, and if you really want to get fancy, you can add what the 'old-timers' used to call a "One-Sheet" or movie poster style visual or video trailer for the campaign.
To find out what your high concept is, answer these questions, and if you can't, then maybe it's back to the drawing board:
1. What is your project, website, or ad campaign all about: what is its purpose?
2. Who is the audience for this presentation?
3. How will your audience be emotionally affected?
4. What personal or business conflict does your product or service resolve?
5. Do your words paint a memorable mental image?
6. Does the project title capture the audience's attention with an engaging hook?
A good campaign logline will help you maintain focus so your project will be fine-tuned to achieve its purpose. Even if the project does not meet expectations, by keeping on track, you will be able to analysis what went wrong and learn how to improve the next campaign.
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