The Beats Behind Your Breathtaking Stories

A story without beats is the fastest way to make people fall asleep. (That was not meant to rhyme. Just putting it out there.) In fiction books or movie scripts, writers define a beat as the smallest unit of a story — something that happens that causes a reaction.

If the Titanic had been merely a fabulous ship reaching port in one piece, there would have been no story.

As corporate storytellers, we look at marketing as having beats too. A beat is an interaction — something that happens that causes a reaction. Your hero headline on the homepage creates desire. The visitor clicks on the call-to-action to learn more. There’s a beat. The average movie has about 40 beats. The average homepage? Anybody’s guess. BUT, strive to have beats throughout.

Here’s the big WOW: a great brand story is one long string of beats — one interaction that leads to the next one.

Fun fact: the typical movie has about 40 beats in it. Less beats slows the action. More beats can keep you on the edge of your seat. Now switch the perspective to your story. Thinking in terms of beats, instead of mere content, changes everything. Website content becomes a path of engagement, sales decks become dialogue, and videos morph inspire action.

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Our own lives have beats. Our own lives are one scene built upon another, conversation that evoke action, surprises that lead to unexpected roads. Our own story does not magically appear. You went from point A to point B, maybe even to point Z (thank you, alphabet, for having 26 of you). It’s never easy. The path was littered with fear and angst. But it was worth it because it landed you here, wherever here is — from one interaction after another.

There are many stories behind a company. How you saved the day for a customer. Why your company does what it does. Your vision for an amazing world. Your founder story.

Showing your stories to the outside world should captivate people in the same way you feel entranced watching a great movie. Stories are one-part emotion and one-part authoritative. People buy on emotion and justify the purchase with underlying authority or facts. The beats in the story keep the emotion and the relationship moving forward.

Consider your story one of your biggest unfair advantages — one thing that others don’t have and cannot copy.

Let’s end with the words from one of the most famous film director’s of all time: Frank Capra: “There are no rules in filmmaking. Only sins. And the cardinal sin is dullness.”

Now, take your brand story to breathtaking heights.

Impact Brands: 3 Stories to Snack On

By Roderick Kelly

Co-founder, K+L Storytellers

I recently walked the Sweets & Snacks Expo in Chicago, trying the many varieties of beef jerky, hot pickles and health bars. Yes, health bars. I could hear my wife Michele whisper in my ear from 40 miles away: “Pass on the beef jerky and eat healthier.” And so I did. Well, kind of. LOL.

As I sauntered the aisles and talked to people, I came across three companies that really impressed me because of their impact brand stories.

Story #1: Kiwa

This Ecuadorian-based manufacturer of premium vegetable chips has a great story about working directly with regional farmers to provide them with an improved way of life.

Kiwa sales manager Maria Jose Guillen.

Kiwa sales manager Maria Jose Guillen.

Through its direct trade with farmers, Kiwa provides self-sustaining economic success to small, impoverished farmers, many of whom farm unique vegetables that are only native to South America. “We work with development organizations to help farmers get out of poverty,” said Maria Jose Guillen, sales manager for Kiwa, whose chips can be found in more than 30 countries. In the Chicago area, the many variety of chips many varieties of chips include plantain, beetroot, cassava and native potatoes share shelf space with more recognizably-named chips at Mariano’s and Pete’s Fresh Markets.

“Think about the many men and women working in remote fields and villages, left behind and oftentimes forgotten by a world that continues to move faster and faster. We proudly connect small farmers in Ecuador and Peru with world markets. Every time someone enjoys a Kiwa product, the collective heart of humanity beats a little louder,” says Kiwa co-founder Martin Acosta. That’s impressive, and the chips are delicious. Never thought I’d eat a beetroot chip. (Full disclosure: Kiwa is a client of K+L Storytellers).

 Story #2: This Bar Saves Lives

Emily Baker, social media and retail marketing specialist.

Emily Baker, social media and retail marketing specialist.

If this company name doesn’t scream: “Listen to my story,” I’m not sure what does. And listen I did. With each bar sold, this Los Angeles-based company provides a portion of the proceeds to nutrient packets, which are delivered to malnourished children around the world.

“Every time you buy a bar, we give life-saving nutrition to a child in need. We eat together,” is the company’s mantra said Emily Baker, social media and retail marketing specialist for the company. This Bar Saves Lives has provided millions of nutrient packets saving thousands of children around the globe, she said.

That’s a feel good for everyone.

Story #3: Fresh Toys

At first glance, I thought Fresh Toys was like a McDonald’s Happy Meal. Inside each box of gummy candies, there is a miniature toy from one of eight collection themes: fairies, pirates, ponies, kitties, puppies, warships, ivy schools and homes. The packages and toys are all designed by 20 young moms and dads whose intent it is to “make kids smile, and give a boost to their imagination, good heartedness and happiness,” according to co-founder Alex Polanski.

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Being a creative myself, I marveled at how the company’s goal is to have children use these toys to create stories and to fantasize, much like our generation did by playing with green plastic US Army men or doll houses with miniature rooms and furniture. “Our ultimate mission is to provide affordable, safe, and fun novelty toys. And that’s what we do," according to Polanski.

Even the company’s title focuses on the toys rather than the candy. Founded in Europe, the company has only recently distributed in the United States, although to find them in stores, you will have to travel to Pennsylvania or Wyoming until distribution ramps up.

 Great stories, cool products and impactful brands. Now, where did I put my stash of beef jerky?