How to Turn Data Into Stories (make boring facts exciting) | Ep. 43

How to Turn Data Into Stories (make boring facts exciting)  | Ep. 43

Is a data or data? Data! Either way. Either
way you know you need it, you know you have to tell it but man, a live data and
data can just be boring, right? 72% of you out there agree! Yeah, well I tell you
what, you see what you did there? We’re gonna tell you exactly how to
turn that into some amazing stories, stay with us! I’m Alex with Your Local Studio and with
me I have Kevin Kolbe with Kevin Kolbe Media How’s it going? Awesome!
I’m excited to have him here talking about data or data, turning
it those into exciting stories, engaging stories. Because data can be boring! Oh my word, and look we know that you have to have it, we know that it tells
and it fuels things. But probably the worst thing you can do is make your
story all about the data. If you lead with the data (the data!) can you actually
have your customers and clients engage throughout an entire video? I’m
thinking probably not. Yeah… Making marketing videos that actually
engage it’s really about the stories. We are hardwired to engage with
stories because it creates a mental image and when someone can imagine
themselves even in this picture they’re more likely to remember you, your product,
your company, your business and then you buy it and use it right later.
So once you know, “ok, we have to be able to tell a story”, how do you do that? How
do you take a data set and facts and turn into stories? The best way is
actually focus on how the data affects people. Your client, your
end customer, the person who is going to be using it and tell their story. So
great cases if you can find a customer and do a case study around them and so
then their prospective viewer can imagine themselves in their shoes. Because
that’s key! If I can’t project myself into that person, even if I don’t
have the exact same problem but I have to see myself in them… if I don’t do that
I’m just not going to connect. If they see, you know, 92% out of a
million people care that this product increases their whatever, I can’t connect
with that. But if you can show me one person out of that 92%, I can see
them and I can connect with them. Now there are cases where maybe you don’t
actually have a customer client that you can specifically say their story or
share their story you, maybe don’t have a customer client yet. This is where you
can create a fictitious story that helps explain the large data set to as one
specific example that they can imagine themselves in. So here’s an example, let’s
talk about highway stats. Everywhere has them: how many people have been killed in
accidents and things like that. Well the good folks of New Zealand, whatever the
agency is there, they do an amazing job of showing the importance of like not
running stop signs and paying attention that slowdown and driving slow,
in the way that they’ve crafted their commercials. Now what happens is it just
gets you so emotional that they’ve never ever mentioned a stat but you know deep
down what you need to do, they’re just, they’re phenomenal! This is a phenomenal.
You just visually get in that moment and you can see it and it plugs you in.
It’s amazing what stories can do! There are cases where just doesn’t make sense
to talk about a story of a single person. You maybe have a product that you’re
trying to share data around, this is where a visual analogy can come into
play. For instance if you have a battery that has 72% greater capacity than
previous models maybe you can show like this cup her is your
battery, the old battery but then you pull out a giant bucket: “this is your new
battery” Which would you rather? Then you can use that visual now see that just in
grains in someone’s mind: “Obviously, I want the bigger one!” You can
simplify stats and very specific data sets and technical knowledge
down to simple visual analogies that help communicate the point and keep it
engaging. So it becomes a creative way of sharing a stat without telling the stat.
Exactly! So really I kind of wrap up with trying to make boring facts into
exciting stories is don’t show graphics or chargers or stats that way,
but show images of real people, real objects and visual representations
of what it is to pull people in and keep them engaged and remember what your
business or product is, so they’ll actually buy it. So think about this:
at the end of the day it’s not about how many people maybe you help, it’s about
how you help people and that will be huge for your business.
Have you seen any great examples of where someone created a video turning
boring stats into engaging stories? Leave a comment below to that video. We’d love to
see it. I’m sure others would too. I hope at least 52% of you do, if not
then we know what happens? 50 percent! You got that dust effect, don’t you?

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About the Author: Oren Garnes

1 Comment

  1. Have you seen any great examples of a company taking boring stats and turning them into a compelling story? Leave a comment below!

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