WIIFT – Back to basics

A discussion with an elearning course client reminded me that “What’s in it for me?”, from the learner’s perspective (therefore, What’s in it for them? or WIIFT, from the trainer’s perspective) is a really important concept in training as well as in marketing. You may recall I wrote a while back about the prescription for … Read more

Storytelling “rules” from Pixar

An associate on Google+ shared Emma Coats’ 22 Storytelling rules as shared by David Price in his blog. Have a look at http://www.tubefilter.com/2012/06/12/pixar-rules-of-storytelling/ and follow https://twitter.com/#!/lawnrocket to get more of Emma’s ideas. Each rule fits in a tweet but delivers so much more insight than 140 characters.

Using the key moment in an ad

Continuing on theme of key moments and using change to draw the viewer in, have a look at this T-Mobile UK ad: Note the use of the Dire Straits “I want my MTV” and how things change at the points where Mark Knopfler’s guitar kicks in at around 1:34. Then see the changes in the … Read more