Question 2: What is the primary objective for this story?
We love storytelling – but we’ve done this work long enough to understand that most organizations aren’t just doing it for fun. The next step after defining your audience is setting clear, achievable communication goals.
When we meet with clients to discuss a video project, we ask these questions to help define their objectives:
- Why do you want to tell your audience a story? What’s the goal?
- What do you want them to KNOW after viewing your story?
- What do you want them to FEEL after viewing your story?
- What do you want them to DO after viewing your story?
- Sign up for your email list?
- Join an activism campaign?
- Make a donation or purchase?
All of these questions can help inform the type of story you should be telling, and help you think about shaping a narrative that will lead to your desired outcome. An objective can be soft and general, like increasing awareness about your organization’s values, impact or offerings, or it can be more specific, like encouraging your audience to take a specific action, like making a purchase. Not every video has to sell something, but if it is supposed to, then it must be designed to do that.
If you take the time to clarify what your objectives are, you’ll be much more likely to achieve them.