Tell a Good Story with Video: Hook-Engage-Evoke

By Neil McCormick published October 10, 2017

Tell a Good Story with Video: Hook – Engage – Evoke

In 1911, Tess Flanders told us, “Use a picture. It’s worth a thousand words.”

To update the expression, consider this: If a picture is worth 1,000 words, and there are 1,000 pictures in a five-minute video, then a well-crafted video equals a good story.

By telling a story using video, you can leave a lasting impression on your audience that is far greater than if you choose to tell that story using only written words. A written message is delivered in a single modality. The reader’s enthusiasm for the subject, or anger about the subject, can be somewhat enhanced by font style or size. In contrast, a video uses multiple modalities: words, sounds, and visuals that enhance the clarity and increase the impact of a message.

To tell a good story with video, here are some simple steps to follow:

1. Use a hook

Use a question, quotation, descriptive word, opinion, or metaphor to pique interest.

2. Engage your audience

Present a challenge to be overcome in your story. Get your audience to keep wondering what happens next.

3. Evoke thought

Allow your audience to draw their own conclusions (about you, your company or your product).

So, storytelling is not words versus pictures. Great storytelling is words and music and pictures all working together for a collective impact on your audience. And when a good business video producer crafts words and sounds and images together, hearts can be softened, minds can be changed, and the world can become a better place.

Remember: Being a great video storyteller is not rocket science, but it is brain surgery.

Put storytelling to work in your next video and share it with me. I love a good story share it with me in a comment below or an email: If you liked what you read, please subscribe and you’ll receive helpful topics delivered to your inbox each week.


“Tell a Good Story with Video: Hook – Engage – Evoke” is part two in McCormick’s Storytelling Series:

Put Storytelling to Work for You

Tell a Good Story with Video: Hook – Engage – Evoke

What is the 3-word essence of your story? 

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