Published on February 28, 2014
“The single biggest problem in communication is the illusion that it has taken place.” - George Bernard Shaw “And God said. . .” - Genesis 1:3
Why tell stories? What is a story? How do I tell stories?
Why tell stories? • Brand – Stories are “easier for people to learn, remember, and share with others.” – John Walsh – Every interaction is your brand • SEO – You‟re being searched for online – Hummingbird: Google algorithm
• Thinglink.com – Pinterest on steroids – Hyperlinked images • Conduit.com – DIY mobile apps – Cut $10,000 down to $1,000/yr
What is a story? Plot Character (Crisis?) (Hero?) Choice Not a list! “Choice the most fundamental building block of story.” - Robert McKee in Story hinge on
Helpful questions to consider: 1. Voice (Who are you?) What is your organization‟s vision? What is your personality? What are some measures of success? What are your beliefs or values? What is your mission? 2. Audience (Who are they?) Demographics? Psychographics? Ask the market what to market 3. Purpose (What is the point?) What is the call to action? Change or enhance what consumer behavior? Is it consistent with the mission? Is there an omnipresent option?
How do I tell stories? 1. Select a story 2. Push through the story 3. Envision the scene with presentday feelings and concerns 4. Tell the story from the view of someone at the scene 5. Establish the story‟s central truth 6. Find a memory hook 7. Tell a story within a story 8. Plan your first words 9. Know how the story ends 10. Research the facts 11. Eliminate needless detail 12. Add description to the story 13. Include audience participation 14. Arrange practice audiences
More helpful tools
• Basecamp.com – Project management made easy • Hubspot.com – Free writing resources
Building Blogs for B-to-B Beneficiaries: • Print • Social Media • Internal • External 1. 2. 3. 4. 5. 6. 7. 8. 9. Generate content ideas Show don‟t sell Avoid „link bait‟ Get your entire company on board Recruit outside talent Create catchy yet concise headlines Be SEO-savvy Think quality over quantity Integrate blogs with other campaigns
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