Storytelling in a risk averse world.

Everyone loves a story.

Humans listen and tell hundreds, if not thousands, of stories everyday. We tell ourselves stories — “I deserve this donut because…” And we yearn to hear the next story that will increase our quality of life — “Our brand’s $50 water tumbler will literally change your life. Like, literally.”

The most common stories we tell ourselves have to do with avoiding trouble. Risk aversion is a great trait for keeping you alive and employed, but it’s terribly annoying when you are selling something. Fear leads to homogenized marketing content that is as enticing as a damp stevia packet sprinkled on a rice cake.

Customers are humans. They are not data points or a list of adjectives in a client brief. They are illogical and contradictory. In fact, Aesop’s Fables probably provides more applicable knowledge for developing engaging content than any client brief or issue of Ad Age (though we still read them).

Engaging stories require risk.

Nobody is watching a 12-hour trilogy about a Hobbit taking a peaceful trip to get rid of his uncle’s ring. But throw in the constant risk of deadly orc attacks and you have yourself a multi-billion dollar film franchise. Risk leads to curiosity and curiosity leads to action.

If you want customers to take on the inherent risk of losing hard-earned money by trusting in your products or services then you also need to have some skin in the game. Risk connecting with them on a human level. Give them something they will genuinely like or dislike. Be brave.

I was fortunate enough to write promotional copy for Deadpool. The film about a lesser-known and raunchy superhero was begrudgingly produced by 20th Century Fox. The studio was so risk averse that they gave it only half the budget of other X-Men films, a February release (which at that time was bad) and even forced star Ryan Reynolds to pay for writers out of his own pocket. Well, all those reluctant executives were shocked when it shattered box office records on it’s way to grossing $782 million.

That one film’s success completely changed the superhero genre. Immediately studios hired comedic directors who could use levity to embrace the character flaws of our heroes. Simply put, they made the heroes more likable.

Storytelling supported by quantitive analysis of behavior.

I am a student of the great behavioral scientists, economists, philosophers, authors, marketers and copywriters who have successfully analyzed and documented the human condition. Their accepted theories help develop engaging creative content.

Galvanized in Hollywood.

I’ve been a Los Angeles based storyteller for 22 years. I’ve starred as an actor in both film and television. I’ve written and produced over 2,500 videos. I had a syndicated daily entertainment blog on Yahoo! for 6 years. And I’ve crafted copy for the marketing of 56 feature films, including international campaigns and several multimillion dollar brand integrations.

My career would not exist without taking risks. My joyous marriage would not exist without taking risks. My noticeable limp would not exist without taking risks. Okay, that last one doesn’t really support the cause but you get my drift. There is tremendous truth in the idiom, “Nothing ventured, nothing gained.”

We’d like to help make your brand unforgettable. Take a risk on us.

— George Back, founder