Actions and Detail Panel
Humanize You 1.0
Thu. 8 December 2016, 6:00 pm – 8:00 pm AEDT
Who This Workshop Is For:
- Business owners
- Marketing Directors
- Brand managers
The internet is fully saturated with noise, push selling and ‘me too’ marketing. Technology and equipment to produce content is cheaper and faster than ever before. Anybody with a mobile phone can now create content on mass.
My name is Michael Hanson, Film Director and Founder / Creative Director of Humanize You. My story started 10 years ago when my son was diagnosed with autism. I became obsessed with psychology, human behaviour and social dynamics.
I still remember the day I was told he was autistic. I was working as an account executive with Yellow Pages, sitting at the Holiday Inn after a business meeting. I recall that moment like it was yesterday. I have since dedicated my life to understanding how the human brain works.
Back then Google was just breaking through into mainstream conversation and there was a massive paradigm shift in how consumers were seeking out products and services. Less and less people were using traditional media - big companies were realising that Yellow Pages, TV and Radio were not as effective and communication was rapidly becaming an even playing field. I saw a huge opportunity for brands to tell their story via the internet so I opened a production company that was focussed solely on storytelling.
I studied Hollywood. I read hundreds of books. I attended numerous workshops and listened to everything I could get my hands on. I watched brands like Apple, Google and Nike that were adapting to this stuff fast. As I was learning, I realised that I was getting a deeper understanding of how the human brain works which was helping me connect with my son. I started applying this knowledge with my clients and got amazing results.
Reach is no longer the problem. You can reach people now basically free. The biggest problem we are seeing on the web today is the quality and depth of content being produced. It lacks engagement and connection. As a result nobody is listening and consumers are getting more ruthless with their time. We humans are not stupid, both you and I know when we are being sold to.
A lot of brands’ default communication is regurgitation and push selling with a spray and stick mentality in a desperate need for Google's attention (SEO), which is at the cost of human attention. Ad agencies want you to create mass content in favour of drawing traffic through Google. This drives me nuts because the poor brand ends up burning thousands of dollars every month on getting traffic but receive very little engagement or connection i.e. conversions.
My argument with them is get the message and quality i.e. story right. THEN conversions are higher when the traffic arrives. We believe the most important asset you have in today's communication is grabbing and keeping people's "attention" We couldn't be living in a better time or have more opportunity. I mean stories have been around for centuries - this is nothing new but what a time to be alive, what a time to tell your story to the world!
At Humanize You we strongly believe brands need support. We're hosting a mini workshop which is the first of its kind. It's an introduction to the power of storytelling and how you can use its structure for your communication.
Come and join us for a night filled with inspiration, entertainment, insightfulness and an opportunity to network with like minded people. It doesn't matter what you do, if you have a message that you believe in, storytelling is the cornerstone for effective communication.
What You Will Walk Away With After 2 Hours:
- An understanding of why humans are hardwired for stories and how to tap into this for your business
- Proven story telling frameworks that you can adopt
- Elements of your story that you need to make a connection
- Pros and Cons of different channels and media for telling your brand story
- Action Plan for developing your unique company story so that you can standout in your marketplace