Most people are not good storytellers.
I know. I said that. But it’s true.
They go off on tangents, add extraneous details, make assumptions about their audience, leave out pertinent information, and don’t share their story in a way that makes sense. (True confession – I sometimes edit someone’s story in my head as they talk.)
It’s hard to tell a good story well. Especially when someone asks you to share it on the spot – like in an interview.
If that is the case and my company creates story-driven videos for a living, how do we ensure we get a good story?
There are three important things we do, and the first is to help our clients find good storytellers.
The Jewish Federation of Greater Washington came to us recently with a slender budget that allowed only time for two interviews and a few additional action shots. They wanted a video where women could feel connected to their group, the Lions of Judah, and be motivated to get more involved. This meant that the interviewees needed to be relatable. Not just chatty, but exude passion for the organization.
So how do you find great storytellers?
When we work with clients who want a character-driven story, we spend a lot of time with them thinking through the ideal interviewees. We don’t just want who’s available or willing to go on camera. We don’t necessarily even want the “politically correct” person to include (i.e., a CEO who isn’t a great speaker).
We’ll create a checklist for clients to review as they’re looking for potential people involved in their organization to help them find good “talent” for the video.
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- We write out potential storylines this person could be experiencing or has experienced.
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- We always want our storyteller to have faced a change in their life related to the organization.
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- We want this person to be open to talking, sharing, and expressing their emotions freely with another person.
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- And of course, someone willing to do this while a camera is rolling.
With the checklist in mind, clients will share with us the names and stories of their potential interviewees. Sometimes, we screen those candidates ahead of time to ensure the client’s money will be spent well when the cameras are rolling.
JFGW found two wonderful representatives from their group who made all the difference. The warmth emanating from these two women made the visuals less important as their stories came to life.
While storyteller selection is key, two other factors are of prime importance. First, we are professionals at asking questions. We dig deeper and ask clarifying questions to guarantee their story will make sense to anyone. And second, we do a lot of editing! We keep only what is necessary to paint just the right picture that gets to the point – whether it’s for an audience of family members or nonprofit supporters.
The next time you want to create a story-driven video for your organization, think about the qualities and characteristics of your storytellers and resist picking the easiest person available.
Need help selecting your characters? Please get in touch – we would love to brainstorm with you!
