A Guest Post by Eric Robbins
“”Those who speak about their limits get to keep them. Those who act upon their dreams get to live them.”
- Eric Robbins, Chief Storyteller
I love this quote for two reasons: it synthesizes how I feel about entrepreneurship and I invented it. Well, technically I cobbled it together during a night out with friends but isn’t that the true nature of invention? And what could be a more powerful invention than the stories we tell about ourselves? Sure, space travel has had some effect on my life, but no where near as much as the stories I tell about myself to myself. Why? Because the stories I tell myself get acted out and that moves my life, and the lives who touch mine, farther than any man will ever travel through space.
And so it is that the stories we tell about our businesses have power. Stories are the caretakers, or nannies, of our inventions. They feed them and help them grow. But our businesses depend on other people hearing those stories and believing in them as we do. And most people know talk is cheap…at least talk that doesn’t come directly from the horse’s mouth. When you see a typical print advertisement for soap, you hear the benefits but do you believe them?
“Confident people, sure people, likable people who like other people are Dial people.”
How about now?
Video has the power to tell stories that effect not just our logic but our emotions. Video touches the senses, auditory and visual, in a way that can override our logic brains. Dr. Albert Mehrabian, Professor Emeritus of Psychology at UCLA , conducted studies in the late 1960’s that concluded when people are confronted with opposing sets of information, they tend to give more weight to non-verbal behavior and tone of voice over words. His 7%-38%-55% Rule is a story about stories – that the way in which the story is told highly affects the way the story is received.
To put it in a business context, the way a story is sold affects the way it is bought. And to succeed in business, especially Internet-based businesses, you got to sell tell a lot of stories and video let’s you do that.
Next time on Bizzy Videos: I will talk more about soap and the ways in which advertisers use Internet video not only to tell their stories, but to prompt customers to tell their stories for them. You feeling dirty?
Have an Internet video topic you want me to discuss? Let me know in the comments below. Yes, contrary to popular opinion, I do read them.
Eric Robbins, Chief Storyteller