In Chapter One we discuss the basic principles for creating effective content that cuts through the noise. Despite how varied short form content is, there are three interrelated objectives that any piece of short form must achieve in order to be successful. As the book moves along we will see how these objectives influence the various disciplines that make up the short form world.
- Since the vast majority of short form content is, in one way or another, an advertisement, the first thing a piece of short form needs to do is attract attention.
- Once attention has been acquired, the next objective is to evoke an emotional response in the viewer.
- Once these objectives have been met, the last thing a piece of short form content needs to do is to shape perception and motivate action.
THE ART OF SHORT FORM CONTENT
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