Creative Storytelling: Telling Stories Your Customers Will Love - Simon Salt
 

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Simon Salt, Photographer and Speaker, discusses how to create engaging stories that your customers will love and how to share them with your audience.

Simon Salt, Photographer and Speaker, discusses how to create engaging stories that your customers will love and how to share them with your audience.

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Creative Storytelling: Telling Stories Your Customers Will Love - Simon Salt Presentation Transcript

  • 1. Creative Storytelling Telling Stories Your Customers Will Love Simon Salt - @incslinger
  • 2. My Story First Website1993 First Podcast 1997 First Blog2001Fortune 500’s Content House 2002 First Book Published2011 Third Book Published 2014
  • 3. What Are Stories?
  • 4. Who Are Storytellers? You’ve been a story teller since you were a child What stories did you tell yourself? Where were they set? Who did you share the stories with? Who were you in your stories? How did your stories end?
  • 5. Your Storytellers Family Teachers Friends Librarians Ministers/Pastors Television/Cinema
  • 6. Types of Story History - Creation Safety – Hansel & Gretel Conformity – Alice in Wonderland Identity – Paul Revere Instruction – Three Little Pigs
  • 7. Elements of a Story The Arc The Characters The method of transport The goal The Pace The Length The ending
  • 8. Medium
  • 9. Point of View Whose story is it? Who is telling it? Is there a narrator? Who is the audience? How familiar are the audience with the characters the location
  • 10. Emotional Triggers Humor Joy Sadness Anger Fear Love
  • 11. Responses Attachment Action Memory Retelling Enacting Expanding
  • 12. Customers As Audience Less Sell More Tell How do you fit into their world? What do you do for them? What does their world look like without you? How is life different with you in their world?
  • 13. People Not Brands Storytelling is a human activity Businesses don’t tell stories Stories build connections Storytelling is not selling
  • 14. Stories In Marketing Stories ARE Content Marketing Stories ARE long-tail Stories ARE hard to do right Stories ARE increasingly important Stories ARE NOT selling Stories ARE NOT PR Stories ARE NOT about you
  • 15. Planning A Story Why are you telling it? How will it be delivered? Who will create it? Topic Follow-up
  • 16. Shelf-Life Exclude time-based elements Unless it’s seasonal Stand-alone or episodic? Simplex or Duplex? Multiple channels Story elements in other collateral
  • 17. Abstract Partnerships Using others stories Collaboration LEGO – bricks to Star Wars Memories – past stories
  • 18. Choose An Ending Audience participation Customer contribution Customer guided Customer character adoption Character as Hero
  • 19. Video
  • 20. Stories & Social Media Essential element of Social All channels can be used Lends itself to all forms of storytelling Metrics Allows for testing
  • 21. Reviews Everyone is a critic Don’t respond Reviews mean audience Accept criticism
  • 22. Death of a story Plagiarism Ridicule Advertorial “Sponsored” stories Poor writing
  • 23. A Happy Ending Tell stories you love Tell them often Commit to the dialog Accept criticism and learn to grow A good story is art Enjoy the experience
  • 24. Simon Salt simon@theincslingers.com @incslinger