Why Star Wars Beat Major Matt Mason
I bet you've never been posed that question before... "hey, why do you think Star Wars beat Major Matt Mason?" That's because Star Wars is a story thread that has created a little more excitement than the mid-1960's release of the Major Matt Mason doll. (What?! You don't remember Major Matt Mason?! That's ok, you're not alone.)
Why do we love Star Wars... and not Matt?
It's a great story with great characters dealing with real conflict and triumphing over it. We believe it. We identify with the flawed persons of Luke or Han Solo and admire their perseverance as we watch them become better people. The story holds together and rings true. We like it. We want to feel a part of it in some way.
Major Matt Mason vanished because nothing really happened to him. He just lived peacefully on the moon. It wasn't until somebody essentially turned him into Major Matt Damon and stranded him on Mars that things became interesting.
Conflict IS Story
Author/singer/songwriter Andrew Peterson recently told me, "'A cat was lying down on a rug' is not a good story. However, if we say, 'the cat was lying down on thedog'srug', that changes everything." Conflict changes everything. It's necessary. And I think Andrew's onto something; something that advertisers should pay attention to.
Your company deals with (and solves) conflict everyday. Otherwise what you do wouldn't exist. For example, tire companies exist because wooden wagon wheels were horribly inefficient. Drive-thru's exist because some California dude in 1948 thought it would be really gnarly if you could just get your burger super quickly- you'd just drive in, get it, and drive out. Thus, the In-N-Out Burger was born ( I'd like mine animal style, please!).
So, think about all the things you do and the problems you can solve. Pick one of them and talk about your solution with your target audience from their perspective with your video!
- Where's the conflict? (What problem do you solve?)
- Where's your customers conflict? (What are their needs, wants and fears?)
- Where do they all intersect? (Where's the common place you can enter the dialogue)
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About the Author
Jake LeVoir is the Director of Sales at Slate and Main. He has built a career on helping organizations grow by developing engaging video campaigns that drive consumer traffic and increase brand awareness.
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