Life is emotional. So is business, whether you want to admit it or not. It’s emotion that allows you to persuade people to buy products or services.

It’s emotion that allows you to inspire your staff to do the best job. It helps in convincing the Board of Directors to embrace change and leaders to back plans. There’s not much in business that does not rely on persuasion of one kind or another.

We’re all in the business of trying to reach people, whether to inspire them, educate them, instruct, keep them safe, encourage them to buy, sell, change. There’s a whole host of reasons, but in the end we all want to move people in some manner.

Video is a great way to do that.

It is the perfect medium to tap into your audience’s emotion and, therefore, their humanity. The key to engaging emotionally is story, which just happens to be the core of all video.

The problem is that most business schools teach that facts are the answer. Statistics. Rhetoric. Algorithms. And other things that work on an intellectual level, but leaves emotion out of it. This undercuts your ability to persuade.

Story brings the reason, but it also brings the why.

Why should someone buy this product? Why should they care? How will their lives be better if they use this service?

The answer is Story.

Story links an idea with emotion. It gives it context and depth. It taps into deeper motivations and strengthens the facts with conviction. It takes facts and turns it into something relatable and personal. It engages the heart and the mind.

A story tells how a protagonist strives for a goal only to be blocked along the way. It shows the struggle between what the protagonist wants and what is real. It also allows the reader to take part in the journey, becoming emotionally invested in the outcome.

Story needs a goal and an obstacle. It needs to reveal truth and allow viewers to understand.

It could show how a person’s life is the present and how it looks after using a certain product or service. It doesn’t tout the product, but the benefit of it. It focuses on the person, not the thing. It focuses on how it helps.

We relate to each other through story. It’s how we share our lives and remember them. It is history and how we capture and reflect humanity. It’s how we engage with one another. It is the biggest way to make an impact.

Businesses need story to succeed.

A business campaign without story is not complete. It’s not as good as it could be. Story is the key to reaching customers. And even better, all businesses have stories to tell and can benefit from a foundation of story.

If you are struggling to find the story, call us at (703) 683-5305 or Contact Us. We’re experts in ferreting out the way to combine facts and stats with emotion. Add in a character arc and classic storytelling structure and you have the recipe for a successful video.