Luhn knows a thing or two about storytelling: He helped create the scripts for Finding Nemo, Toy Story II, Cars, and many other movies.
He laid out a few of Pixar’s storytelling principles in an article for AdAge titled “How to Put More Emotion in Storytelling,” which Tweney Media helped produce.
The focus of the article — and Luhn’s talk — is that unfortunately, most of the time, online marketing is synonymous with obnoxious, in-your-face advertisements.
Yet online and mobile advertising can be just as compelling, engaging, and entertaining as offline and TV ads. (Witness the tear-inducing Budweiser commercials with horses and dogs, like the one shown above.)
The key to making this happen is for marketers to learn how to produce emotional responses in the audiences they want to reach. Emotion, unfortunately, cannot be produced by technology alone.
The key to producing an emotion is to tell a story.
- You need a hook
- You need to show a change in order to engender a change in your audience
- You want to establish a connection with shared or universal human concerns
- You’ll need good story structure
- And finally, be authentic. You can’t fake your way to a real emotional connection.