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The Art + Science of Using Stories to Influence Decisions
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The Art + Science of Using Stories to Influence Decisions

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Stories. They’ve been around as long as humans have walked the earth. Should you use them in your con­tent? Yes. That’s easy. The hard part? Deciding when and how to use sto­ries to influ­ence what …

Stories. They’ve been around as long as humans have walked the earth. Should you use them in your con­tent? Yes. That’s easy. The hard part? Deciding when and how to use sto­ries to influ­ence what your customers decide. Help is here from two sur­pris­ing sources: the ancient art of rhetoric and the modern sci­ence of psy­chology.


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  • 1. the ART + SCIENCE of usingSTORIES to influence DECISIONS COLLEEN JONES, Principal | content-science.com MIMA SUMMIT
  • 2. FACT!
  • 3. time on time on ≤
  • 4. what are people DOING with all thattime online? MAKING DECISIONS
  • 5. content = HUGE chance to influence
  • 6. 3 WAYS STORIES INFLUENCE DECISIONS
  • 7. WARNING!ANALYSIS AHEAD!
  • 8. EMOTION + LOGIC
  • 9. IDENTIFICATION
  • 10. AMPLIFICATION
  • 11. WHEN 2 USE(+ NOT USE ) STORIES
  • 12. “ When youre telling these little stories? Heres a good idea— HAVE A POINT.
  • 13. start with phases of influencing a decision… 3. MOTIVATE + HELP ACTION 2. BECOME LIKED + TRUSTED1. RAISE AWARENESS
  • 14. TIP! stories work best in 1 + 2 er + d eeperlong sto ries! 3. MOTIVATE + HELP ACTION 2. BECOME LIKED + TRUSTED ction! i nstru1. RAISE AWARENESS ion-g etting a ttent sto ries!
  • 15. TIP! stories work best in 1 + 2 w hy! 3. MOTIVATE + HELP ACTION 2. BECOME LIKED + TRUSTED how!1. RAISE AWARENESS what!
  • 16. TIP! connect the phases 3. MOTIVATE + HELP ACTION 2. BECOME LIKED + TRUSTED1. RAISE AWARENESS
  • 17. 2 GOODEXAMPLES
  • 18. raising awareness
  • 19. becoming liked + trusted
  • 20. 3 BAD, BAD EXAMPLES please)! o this,( don ’t d
  • 21. NOT considering the source
  • 22. trying to make a short story looooong We’re a huge corporation. We want a BIG website that “tells the story” of our environmental initiatives. We think that will engage people again + again + again...
  • 23. NOT connecting to relevant action
  • 24. WAYS 2 INNOVATESTORYTELLING
  • 25. use a variety of content types
  • 26. emphasize best content type to tell the story
  • 27. encourage participation in the story
  • 28. encourage participation in the story
  • 29. become part of the story
  • 30. checklist @leenjonesWHY use stories•  To appeal to logic + emotion in a memorable way.•  To help customers identify with you.•  To amplify a key message, point, or promise.WHEN to use stories•  When raising awareness about you or something you’re offering.•  When deepening relationships with customers so they like + trust you / your offering.HOW to use stories•  Use short, shallow stories for raising awareness.•  Use longer, deeper stories for becoming liked and trusted.•  Connect stories to a relevant point and to taking a relevant action.•  Consider telling the story through varied content types + making stories participatory.
  • 31. YOUR STORY?
  • 32. QUESTIONS?COLLEEN JONES, Principal | content-science.com MIMA SUMMIT

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