Published on March 12, 2014
3 Visual Story-telling is the transmission of messages using VISUALS accompanied with words.
4 These IMAGES SEND a MESSAGE to an specific audience. VISUALS are the visual elements which have been put together for making up a particular message.
5 People are attracted by Visual Stories because they transport them to other time or place where they desire to be.
6 Visual Story-telling transforms a concept into something more “tangible”, a snapshot of what an audience expects or desires.
7 Thanks to our innate ability to process visual details, Visual elements help us connect with the world around us.
In the medical tourism industry, over 80% of the people are searching details of medical travel solutions online. In the medical tourism industry any “real” physical interaction is NOT possible with a customer, most of our communication prior to customer arrival is via internet. The non-verbal communications including body language, facial expressions, or voice tone are NOT available. 9
Besides the communication problem, everyone displays same message, as a result our brains have a lot of difficulty remembering who is saying what. 10
To make things more complex, words are harder to remember than an image, video or composition. The industry research states that over 65% of people retain a visual image much longer than written words that they have read somewhere. 11
As a result, we definitely need Visual Stories, but they have to represent our business and help us communicate with our audience, sending them the right message. 12
14 Visual Story Telling in medical tourism implies EXPERIENCE
15 Tell your audience a story implying EXPERIENCE, they will feel related to it.
16 The story must portray not only what customers will experience and live, but the perfect idealized environment for the target audience related to it.
17 The story must activate old memories in people, which implies using childhood positive experiences to encourage the purchase, that stimuli will generate an awaken desire for the activity viewed, and the desire to live the experience, increasing the possibility of action and purchase.
18 This also means you have to illustrate the real actions of real life in every single visual stimuli if this would be appropriate for the content. Real actions in real life, will endow with credibility the story and whatever contents you’re trying to market.
Visual elements must be chosen accordingly to the content, e.g. if you are talking about IVF Treatments, the Visuals must reflect that. 20
A Visual Story can be created with one, two, three or a variety of elements and still have the same impact on the audience. 21
22 On Visual Story-Telling, the composition MUST reflect a CLEAR VISUAL MESSAGE, and it must seem real.
This composition must meet certain standards such as: Show REAL actions, show PEOPLE To be inviting & emotional Must show LIFE Denote brightness, luminosity and positivity using COLORS & contrasts Show a context (stories need to be on a certain time and place) Feel UNIQUE and believable Reflect the CULTURE (respect all cultures) Teach people something Give a personal touch Show white/blank spaces into the composition to give the feeling of relaxation and an “escape” to the sight When necessary, use text to increase the impact of the experience or provide an explanation. 23
Imagine that you are your own customer: What would you like to see? 25
26 Now Ask Yourself: Who is your audience? What are their issues? Why is this important to them? What alternatives exist for them? How can you help? How can they use it? Why should they care? Will they benefit? Why should they buy from you? With the answers to these questions you’ll understand what is important to your audience and your visual story will be much more effective.
27 Remember you have LESS than 30 seconds to create a connection & interest in the composition you are showing. Remember than a single image can tell a whole story, whether you decide to use ONE visual element or a variety of them, everything will depend on the context and how strong is the visual impact in our audience.
1) BEGINNING, “THE CHARACTER STORY” 2) MIDDLE: “The Idealization” 3) The END: “A Real Resolution” 4) The CTA (Call to Action) 29
BEGINNING, “THE CHARACTER STORY” 30 The character is the person or people in the visuals with whom the audience can relate. The engagement occurs when customers look at themselves reflected in the story, something called “mirror effect”, which is usually referred to our own need to see ourselves & our actions in other people.
BEGINNING, “THE CHARACTER STORY” 31 Use the "mirror effect" to your benefit, your customer will look at himself reflected in the story. Using this “effect” in Visual Storytelling produces empathy, a natural human emotion, in the audience, generating identification with the character as well as provoke the urge to continue reading. People will ask themselves: “what will happen to the main character?” while feeling identified with the problem.
1) BEGINNING, “THE CHARACTER STORY” 2) MIDDLE: “The Idealization” 3) The END: “A Real Resolution” 4) The CTA (Call to Action) 32
MIDDLE: “The Idealization” 33 The idealization reflects how things could be for the character, where him or her will live different adventures, face obstacles or even better, where he/she will have the best results during the story.
MIDDLE: “The Idealization” 34 The idealization must reflect clearly what the customer wants, e.g. the end result of the treatment for the character. You can use one single picture or a variety of Visuals, everything will depend of the context and what do you want to show.
1) BEGINNING, “THE CHARACTER STORY” 2) MIDDLE: “The Idealization” 3) The END: “A Real Resolution” 4) The CTA (Call to Action) 35
36 The END: “A Real Resolution” In the resolution, it’s important to include real life results, to show the possibilities to the customer; this will help people identify with the story as you are showing real people. Real testimonials and results build TRUST in your business.
1) BEGINNING, “THE CHARACTER STORY” 2) MIDDLE: “The Idealization” 3) The END: “A Real Resolution” 4) The CTA (Call to Action) 37
38 The CTA (Call to Action) In the story we also have to include a Call to Action Button or Banner, a simple phrase such as “Give us a call”, can change everything and boosts the “take action” of your audience. Make it easy for people to contact you or find you!
Using elements with poor visual impact or poor contrast. Use visuals that will misrepresent your business. Showing the obvious & not market the experience. Making use of photos that are too difficult to understand, or that are not related to the content. Using images with inappropriate lighting. Forget to include real people and/or real scenarios. Poor quality in the visual elements. Don’t experiment with the elements, placing the first photo you get. Don’t know the message or concept before you create the story. Don’t combine words (copy) for it to be more understandable. It’s important to emphasize the experience and the action in the photos. 40
When used properly, a Visual Story-Telling Composition provides you with a great alternative to break that barrier of communication with your online customers. A Visual Story will make them remember you, your company and your brand. 42
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