The Art + Science of Using Stories to Influence Decisions

the ART + SCIENCE of usingSTORIES to influence DECISIONS COLLEEN JONES, Principal | content-science.com MIMA SUMMIT

time on time on ≤

what are people DOING with all thattime online? MAKING DECISIONS

content = HUGE chance to influence

3 WAYS STORIES INFLUENCE DECISIONS

WARNING!ANALYSIS AHEAD!

EMOTION + LOGIC

IDENTIFICATION

AMPLIFICATION

WHEN 2 USE(+ NOT USE ) STORIES

“ When youre telling these little stories? Heres a good idea— HAVE A POINT.

start with phases of influencing a decision… 3. MOTIVATE + HELP ACTION 2. BECOME LIKED + TRUSTED1. RAISE AWARENESS

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!

TIP! stories work best in 1 + 2 w hy! 3. MOTIVATE + HELP ACTION 2. BECOME LIKED + TRUSTED how!1. RAISE AWARENESS what!

TIP! connect the phases 3. MOTIVATE + HELP ACTION 2. BECOME LIKED + TRUSTED1. RAISE AWARENESS

2 GOODEXAMPLES

raising awareness

becoming liked + trusted

3 BAD, BAD EXAMPLES please)! o this,( don ’t d

NOT considering the source

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...

NOT connecting to relevant action

WAYS 2 INNOVATESTORYTELLING

use a variety of content types

emphasize best content type to tell the story

encourage participation in the story

become part of the story

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.

YOUR STORY?

QUESTIONS?COLLEEN JONES, Principal | content-science.com MIMA SUMMIT

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The Art + Science of Using Stories to Influence Decisions

by Colleen Jones on Oct 12, 2011

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