storytelling in web3

Tom is working 18 hours a day to fund his NFT project. He hires an artist who takes his money and disappears. Tom is devastated but comes up with a plan to randomly generate NFTs. He creates a platform and launches a successful NFT project. The power of storytelling is emphasized, as people are more interested in stories than product details. The importance of creating relatable characters and compelling stories is discussed. The process of creating a story for a web3 brand is explained. The key is to create a character that people can relate to, take them on a journey with urgency and conflict, and show their transformation or achievement. The importance of storytelling in marketing is emphasized. So today I want you to meet someone. This is Tom. And Tom is working 18 hours per day just to fund his NFT project. He's working day and night in a job he hates just to get enough money to pay for the developers, moderators and artists. And Tom's biggest dream is to create an NFT project that is going to impact millions of lives. So every day from morning to evening he does that. He sits down and he works hard. And one day he's thinking about the art. So what he does is like everybody else back at the time, is he goes on Upwork or Fiverr and he hires a random guy that promises to be an NFT artist. So this guy starts drawing, puts numbers down and charges $20,000 upfront. And that's truthfully most of the savings that Tom has at that point. And still he pays it, goes through the pain and eventually after a long series of apologies and discussions, the artist disappears with the money. And Tom is shook. He lost all his money, he lost all his time and there's no better way for him to figure this out. So Tom goes through a really hard time. He's depressed, his wife leaves him, he loses even more money, he starts shrinking. But one day he wakes up and he has an idea. An idea that is going to change Web3 forever. He devises a plan on how everybody can randomly generate NFTs with the software. So he goes out there, he's a developer so he can build everything himself. Builds this platform that people, that solves his dream. He uses it to launch his NFT project, which is a booming success. And two years later he looks back at his life and he says, wow, this, me getting scammed from an NFT artist was the best thing that could ever happen to me. So Tom goes from being broke and depressed to having a lot of money and working on a project that he really loves doing. And that's the power of storytelling. See, you're still watching. And if I look at how most of you describe your NFT projects or Web3 projects, it's the following way. So yeah, you can randomly generate. So that's how you do it. You can randomly generate NFTs in two seconds. It's the fastest thing ever. It's so good. It's on Ethereum and you can also use it with solid blocks and it's very fun, right? You should really try it. Okay. That's your storytelling. That's boring. Nobody cares. So the reason that stories work is that we all want to hear stories. Again, we go to the start of remembering the most fundamental thing. Nobody cares about you. Nobody cares about your product. Nobody knows who you are. And people only care about themselves. So what we want to do is we want to create a story that gets their attention. And in this video, I'm going to show you the whole process, how you can devise a story and create a story for your Web3 brand to take somebody from, I have no clue what this is, to I really feel connected to this and I think it's going to change my life. So let's jump in. What we want to have is in the story of Tom. Remember what I did there? So Tom is relatable. He's like most of us. He works a lot. He works a long time. He has a second job and everything that he makes, he puts back into Web3. Two, it grabs your attention, right? I mean, somebody getting scammed 20k on Upwork, that's something that's not too nice to hear. Three, it pushes you to action. You getting inspired by Tom solving his own problem, going from depressed to very happy, something that's cool. And lastly, it's memorable. The whole transformation and journey, something that we relate to. People love stories. And if there's one thing that people love more than stories, it's transformations. It's stories of achievements. So what you want to do with your brand is you want to do the exact same thing. Before I'm going to tell you the detailed process of what kind of story elements every story needs, I want you to think about the best products or the most successful brands out there right now. Why am I using an iPhone, a MacBook, a Sony camera, a Shure microphone? It's about the emotions that I get when using them. When I go to a co-working space and I pick up my MacBook, I feel like the next unicorn startup founder. If I talk in my Shure microphone, I feel like the next Joe Rogan. If I look at my Sony camera, I feel that innovation is at my fingerprints. And I don't care what the battery time is, what the loading time, what the specs of this microphone, but I know that I relate to this brand. And I know that the journey that I go on, I can only do with the support of my MacBook. So what do you want to do is you want to have a brand where people don't... So what do we remember? People don't care about technology, specs, they only care about themselves. And you want to show them a future where they can only get with your vehicle. So in the beginning, the only thing that you're trying to do is show them that it's possible. And Shure showed me that I can be the best YouTuber ever. I can have 200,000 subscribers only by using this microphone. And so if we go back to the simple core, for example, let's have all... Let's go back to the story. So if we think about the famous stories of a knight fighting the dragon and then winning the princess, it's all stories are quite simple. It's about you start somewhere and you have some struggles and you find a guide and that that guide helps you and you figure it all out. Think about the Harry Potter, the Lord of the Rings. It's all quite simple at the end of the day. So these are the tricks that movies, books, every kind of storytelling uses. And if you do this right, you're going to be highly, highly successful. So it all starts with one thing and that's the main character. Let's say we go back to the first movie of Harry Potter. We have Harry Potter sleeping below the staircase with two dead parents in a family that doesn't care about him, that treats him really bad with no friends and being bullied. Wow. He's relatable. We have pity for him. He's a victim, but we know that he can be powerful. If we look at Frodo in Lord of the Rings, he's a hobbit. He's small. He's an underdog. He's a bit insecure. His uncle is kind of weird. So in the beginning, it all starts with you creating a character that is likable. So if we go, for example, NFT art, in the character that you want to devise is something that people can relate to. If you go to Daigaku, the NFT project that blew up in the last month, is that they have something that people can relate to. They're funny, beautiful, emotional. They have flaws and character traits that we can all see ourselves in. So once we have the character, the character is leaving on a journey. The knight is stepping on his horse and riding to fight the dragon. Harry Potter is getting picked up by Hagrid on a broom. Frodo leaves the shire and goes on to fighting orcs. And these stories are either somebody can win something, they have to fight something, they have to escape or stop something bad from happening. So there's urgency. The character, Harry Potter, needs to go out there because he knows that the dark force, Voldemort, is going to take over if he doesn't. Frodo is fighting Saruman because if he doesn't, nobody else will. So if people read your brand and story, they should be incredibly compelled to the change that you want to bring to this world. And if you're in the Web3 space, congrats to you. You're probably changing how technology is going to be done in the next 20 years. So this is the perfect time for you to tell some good stories. So if we look at stories, there are two types of stories. One is a story of achievement and two is a story of transformation. So if we go back to Harry Potter, obviously he transforms along the way. He goes from young boy to adult to from somebody that doesn't know who he is to the most powerful wizard on earth. But he achieves what he set out in the beginning and that's fighting and defeating Voldemort. And us watching all these movies is just clenching our fingers and hoping that he can succeed. Same for Lord of the Rings. Second is a story of transformation. If you go online and look at all these fitness coaches or all the I went from broke to rich, it's about transformation. And these stories just want to inspire you that you can do the same, that they started somewhere and they went there. So for example, if you create a software for image editing, it should be I was suffering this, this, this, this, this, this, then I made this and now all my images that I added are just incredibly beautiful and I can do this in 20 minutes per day. So these are the type of stories. Shortly I want to go with you through a story script that you can use to create a beautiful story for your web3 brand. You ready? Let's go back to Harry Potter. What do we know about him? His parents are dead. He's young. He's a wizard. He lives with people. There's a back story. There's something that happened previous to us opening that book. And you always start with that back story. So if I'm going to hop on and tell you a story is before I came to shoot this video, I was in Austria, this, this, this, I grew up in the mountains and then, and then one day I knew that I wanted to climb this mountain, blah, blah, blah. So once the back story is being told, our character hits a wall. So Harry Potter knows he's a wizard, but he doesn't know what to do with his powers. So he goes to, so he plays around in his room and suddenly Hagrid picks him up, but he's always, no, go back. So Harry Potter in his room playing with his stick and figuring out that he can talk to snakes, but he doesn't know what to do with it. He doesn't know what the next plan is. And suddenly, aha, he's a wizard. An epiphany comes. Hagrid picks him up on a stick. They go to Hogwarts and there he figures out how to fight the dark Lord. And with every movie you're going to see the same thing. Harry Potter starts out and he faces enormous threat, enormous risks. And at some point he realizes, at some point they're short to giving up and time is running out. And suddenly it's an epiphany. Maybe he should go to, to, to the cellar of Hogwarts, or maybe he has to fly and destroy Horcrux, right? And then the epiphany comes. Then Harry Potter and Hermione and Ron devise a plan to destroy or to achieve whatever they set out to. But then they devise a plan and a conflict arises that can be ethical, that can be because a new problem arises. So they, during this plan, obviously not everything goes according to plan, but they need to adapt. They will maybe figure out during this journey that whatever they went out to do in the first place wasn't what they had to achieve at all. So in the conflict stage is where the hero shows his real face. What does he want to achieve? How likely or how willing is he to give his life for the cause and to fight until the end? So once this is done, you have the achievement or transformation. You go from broke to rich, from Harry Potter to defeating Voldemort to being very, being overweight, having crazy six-pack. So this is the story. So you start in the beginning. Okay, this was what happened before. This is the wall that you hit. Ah, I have no clue how to do this. Tom not knowing how to hire an artist on Upwork. And again, I realize that I can also do this on my own. I can just write code that everybody can use. But then along the way, you realize that it's not as easy to do and that you actually want to build something completely different. And for you to change the world, it requires even more commitment. But eventually, two years later, everybody's rich and happy. And Tom now lives in a house with 10 different women that love him. So in conclusion, remember, people don't care about you. People don't care about your product. People only care about themselves. So you want to create a story, tell a story that is very relatable, that people understand, that people are like, wow, this is cool. I like this. And I think along with the character and I can't wait to see what comes out. So in a world of millions of ads and bad stories and techno babble, be the one that tells a story. Be the one that relates with an audience. Be the brand that really impacts the life of your customers. So if you do this right, everything is going to fall into place because people just want to hear more of your story. And there are a lot of different videos on this channel about customer journeys and Trojan horses and copywriting 101. But this is the fundamental. At the end of the day, people don't care. And we need to take them from cold lead, somebody that has no clue who you are, somebody waking up being like, wow, this is the most amazing thing ever. So thanks for watching. If you want to do one thing this week is sit down and tell a story. And the best story you can tell is your own. So think about your wall, your backstory, the epiphany you had suddenly you realized that whatever you were being told is not true at all. So thanks for listening and see you in the next video.