We are in the age of the youtube video and short film, but those who do this best have a storytelling voice and skill already. And their authentic theme pounded into the viewers brain. Most stories have a 3 Act Structure: Beginning, Middle and Climax. Leaving the comfort zone to a new world , the trials in this world that affect an INNER change with the hero, and finally the hero's success. The more obstacles thrown at the hero, the stronger she becomes, and the more the viewers root for her. Finally, she gets what she wants and comes out the other side. YEAH! Everyone goes home happy! The trick is making your hero flawed, but likable by way of something the audience recognizes in themselves. Maybe the grumpy hero saves a cat out of a tree. Whatever, the hero must be someone we CARE about, see ourselves in, so we root for them throughout the hardships. By the Climax, ir feels like satisfaction, she got what she was after from the start. This is basic 3 Act Storytelling. It can be the framework in any form of communication. Sketch it and brainstorm a few ideas! See the Character in your head.
Odds are you already do this. We are programmed from childrens books to movies with this 3 Act structure. What if you very deliberately made a map of it? Might be a cool experiment ? There are stages inside this story structure, and Campbell found them all over the world. George Lucas used the model for Star Wars...bam bam bam. Audiences went nuts globally. Proven success from Oral poetry til today!
Say, if you were doing research/ interviewing singles, couples, this structure could make the anecdotes really pop . With humor...success!! (just exploring ideas here) Knowing this structure will even help you write better emails. 3 Act. Even on a date. To keep your dates attention...beginning, midpoint, climax ...key..or you just kind of ramble ...like me here ...at this moment lol this Model "The Hero's Journey " is everywhere now.
Yeah, I worked as a senior executive at one of the major TV networks and tested all this 20 years ago, along with solid university research. This is only useful if you have good writers and good writers are very few and far between. Copywriters and most ad agencies are not up to the task, so getting people excited about the idea just cheapens it. I'm probably one of the few people that tested and perfected this on network TV and you probably don't even know it. Now people are buying stuff based on what we did. Doing this is not easy, it took me years to invent how to do it.
Hmm. Using story structure in marketing is nothing new. We simply entered an era where most people suck at understanding how marketing stories are structured and few know how to write copy in that has the proper structure. Its why we've been using screenwriters for marketing copy for 20+ years. This same structure exists in jokes and theme parks rides. One of my best friends was the chairman of the leading Master's level screenwriting programs and we spent a long time not only designing how to story structure in marketing, but I got government grants to test how to use that structure almost 30 years ago. Our research went much deeper than what is described here. We actually researched the brain science and why people remember the ad copy. Thirty years ago I was using MY METHOD on real advertising and boosted sales of our national advertising clients 200+%. I do it so well, people buy and don't know why they are buying. I have had calls where people tell me that they can't get the message out of their head...because it is more than story...you need to know EXACTLY where to place those messages to get the results. Its just not applying Campbell's model to ad copy. That has been done for a long time. I own another company and actually now conduct workshops for business owners that teach them the fundamentals of how to use story in business. We turned it into regular business training, complete with the other sales and marketing courses we teach. We blend these workshops with the brain science and psychology as to why it works. We release the next workshops and boot camps for this in 1-2 months www.yourbusinessbydesign.com
The heroes journey for 'empowerment marketing' -- branding, dude-- is a terrible bastardization of the Joseph Campbell's power of myth. You want to sell me something because of its moral value and ability to save the world? That's just a another lie.
Summary of this video is marketplace for competing ideas. Like any other marketplace there are ways and means. Yesterday, I watched Disney's Rogue One. I was not inspired. No worries, the story line did follow the hero's journey. And, it was produced by Disney. So, they have ample ways and means. There's more to come. Stay tuned.
Um, sorry, it's always been survival of the richest and it has never been survival of the fittest but survival of the best adaptable. thank you-you're welcome
The hero is always a man. So, using 'she'.... just doesn't work in the real world. Biologically women are not predisposed to take risks, nor they question authority, nor they relate to values like sacrifice, justice, loyalty, honor ...etc. If it appears like they do.... if look closely, really they don't. We all know it intrinsically, and any story starring a female as a hero that saves the world or whatever, feels forced and ultimately fails.
Azen Kwed Interesting observation - could you please provide evidence that suggests women do not have values like sacrifice/honour/loyalty/justice? It is a bit of a shame that you’d chose to insult your mother and all females who give up elements of their lives to raise families + protect communities. It’s also a bit strange that you’d assert that every time a female has followed the ‘Hero’s journey’ they have ultimately failed... Again, any scientific/historical proof and evidence of your claims would be much appreciated.
![Summer Walker - Heart Of A Woman [Official Lyric Video]](http://i.ytimg.com/vi/SFddctbZzw8/mqdefault.jpg)
We are in the age of the youtube video and short film, but those who do this best have a storytelling voice and skill already. And their authentic theme pounded into the viewers brain. Most stories have a 3 Act Structure: Beginning, Middle and Climax. Leaving the comfort zone to a new world , the trials in this world that affect an INNER change with the hero, and finally the hero's success. The more obstacles thrown at the hero, the stronger she becomes, and the more the viewers root for her. Finally, she gets what she wants and comes out the other side. YEAH! Everyone goes home happy! The trick is making your hero flawed, but likable by way of something the audience recognizes in themselves. Maybe the grumpy hero saves a cat out of a tree. Whatever, the hero must be someone we CARE about, see ourselves in, so we root for them throughout the hardships. By the Climax, ir feels like satisfaction, she got what she was after from the start. This is basic 3 Act Storytelling. It can be the framework in any form of communication. Sketch it and brainstorm a few ideas! See the Character in your head.
Odds are you already do this. We are programmed from childrens books to movies with this 3 Act structure. What if you very deliberately made a map of it? Might be a cool experiment ? There are stages inside this story structure, and Campbell found them all over the world. George Lucas used the model for Star Wars...bam bam bam. Audiences went nuts globally. Proven success from Oral poetry til today!
Say, if you were doing research/ interviewing singles, couples, this structure could make the anecdotes really pop . With humor...success!! (just exploring ideas here) Knowing this structure will even help you write better emails. 3 Act. Even on a date. To keep your dates attention...beginning, midpoint, climax ...key..or you just kind of ramble ...like me here ...at this moment lol this Model "The Hero's Journey " is everywhere now.
Yeah, I worked as a senior executive at one of the major TV networks and tested all this 20 years ago, along with solid university research. This is only useful if you have good writers and good writers are very few and far between. Copywriters and most ad agencies are not up to the task, so getting people excited about the idea just cheapens it. I'm probably one of the few people that tested and perfected this on network TV and you probably don't even know it. Now people are buying stuff based on what we did. Doing this is not easy, it took me years to invent how to do it.
Hmm. Using story structure in marketing is nothing new. We simply entered an era where most people suck at understanding how marketing stories are structured and few know how to write copy in that has the proper structure. Its why we've been using screenwriters for marketing copy for 20+ years. This same structure exists in jokes and theme parks rides.
One of my best friends was the chairman of the leading Master's level screenwriting programs and we spent a long time not only designing how to story structure in marketing, but I got government grants to test how to use that structure almost 30 years ago. Our research went much deeper than what is described here. We actually researched the brain science and why people remember the ad copy. Thirty years ago I was using MY METHOD on real advertising and boosted sales of our national advertising clients 200+%. I do it so well, people buy and don't know why they are buying. I have had calls where people tell me that they can't get the message out of their head...because it is more than story...you need to know EXACTLY where to place those messages to get the results. Its just not applying Campbell's model to ad copy. That has been done for a long time.
I own another company and actually now conduct workshops for business owners that teach them the fundamentals of how to use story in business. We turned it into regular business training, complete with the other sales and marketing courses we teach. We blend these workshops with the brain science and psychology as to why it works. We release the next workshops and boot camps for this in 1-2 months www.yourbusinessbydesign.com
It was great until we got into branding and consumerism :( - can you make a version that takes that part out?
Great video! Love the program you used to make this video!
oh no I dont know either Dre'as. I would love to learn it also
The heroes journey for 'empowerment marketing' -- branding, dude-- is a terrible bastardization of the Joseph Campbell's power of myth. You want to sell me something because of its moral value and ability to save the world? That's just a another lie.
Loved the video!
Summary of this video is marketplace for competing ideas. Like any other marketplace there are ways and means. Yesterday, I watched Disney's Rogue One. I was not inspired. No worries, the story line did follow the hero's journey. And, it was produced by Disney. So, they have ample ways and means. There's more to come. Stay tuned.
Thank you for sharing
Thank you Mr. Chang Han!!!! :-)
keep it up
I have been getting excellent feedback from friends regarding this info video. :-)
I so hope you're right.
Terrific !!!! #MicroStories ...
Um, sorry, it's always been survival of the richest and it has never been survival of the fittest but survival of the best adaptable. thank you-you're welcome
What a load of crap.
The hero is always a man. So, using 'she'.... just doesn't work in the real world. Biologically women are not predisposed to take risks, nor they question authority, nor they relate to values like sacrifice, justice, loyalty, honor ...etc. If it appears like they do.... if look closely, really they don't. We all know it intrinsically, and any story starring a female as a hero that saves the world or whatever, feels forced and ultimately fails.
Your mother must be proud.
Azen Kwed Interesting observation - could you please provide evidence that suggests women do not have values like sacrifice/honour/loyalty/justice?
It is a bit of a shame that you’d chose to insult your mother and all females who give up elements of their lives to raise families + protect communities. It’s also a bit strange that you’d assert that every time a female has followed the ‘Hero’s journey’ they have ultimately failed...
Again, any scientific/historical proof and evidence of your claims would be much appreciated.