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Story Arc (Story must have Drama (Intention and Obstacle (Stickiness) (My…
Story Arc
Story must have Drama
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Uncertainty
I haven't shopped for a car for so long, I don't even know where to start or what I can afford. (uncertainty)
Emotional appeal
I need something practical, but I'd also like something that reflects my style/image(Emotion)
Action
After doing some research, I found an online seller with a 30 day guarantee.
Raising the stakes
My neighbor works at a dealership--I trust him, but I don't want it to get weird if I do or don't buy from him.
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Drama= situation that produces vivid emotional and even conflicting feelings or is of striking interest
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Character
Motivation
Pride, ambition, fear, security, relationships
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Audience
Let them participate
help them connect the dots
Character is sometimes a stand in for the audience--answering questions they might have
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Big Idea
Use or imply action words to connect to big idea
Prove, Convince, Challenge, Excite, Surprise, Persuade, Motivate
Creating better designs requires a shift in technology
Knowledge is power
When you have better information, you get better results
Better tools = better results
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3 act structure:
Chase the character up a tree
Throw rocks at him
Get him down (or not)
Just like our Line 1-Line 10 approach