Reality TV is ripe with programs that build a story around their characters as the season progresses.
Whether it’s home renovators, singers or amateur chefs, these shows all have two things in common when telling a story that keeps us watching.
Firstly, they set up tension between characters as they put people into unlikely scenarios of competition or team companionship. Stakes are high and pressure is on, and this provides drama that keeps the audience entertained.
Emotion is powerful.
I’m not suggesting you have a cook-off with your competitors. But you can show that you fight for a worthy cause, report progress, and build a team of people that believe in a common vision.
Creating drama in your brand story is a powerful way of connecting with your audience.
The second thing reality tv does is build a sense of “Reveal”.
The nights that get the highest viewer numbers, and are by far the most intense to watch, are the nights where we finally see the results of the previous episodes.
The story unfolds, the relationships simmer. The suspense is undeniably drawn out, with commentary and adverts – until, finally, the new room, or the last challenge, or the best meal, is finally revealed.
Why is this so compelling?
And, importantly, how can we create the same experience for our clients?
If you run events, then a “launch sequence” is a contrived way of building suspense and revealing your offer.
This works as a tactic, but I’m talking about something deeper and more important than that.
How can you make your clients yearn to hear more from you, to find the final piece of the puzzle, to hear the end of the story?
Create a story arc with your brand messages. Tell people where you have come from. Show them the results they will achieve. Guide them through the terrain they’ll see on their journey.
Use real humans as examples, complete with names and faces and experiences.
Your brand story can be as large or small as you need, and the more you think of it as a “story”, the more compelling you will be able to make it.
And you, and your clients, will live happily ever after.