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The 4 Elements of Great Storytelling - Joe Lazauskas

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In this session, you'll learn the difference between a story that grabs the viewer's attention and one that does not. Joe Lazauskas explains why relatability, novelty, fluency, and tension are key parts to telling great stories.

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The 4 Elements of Great Storytelling - Joe Lazauskas

  1. 1. Joe Lazauskas CO-AUTHOR, THE STORYTELLING EDGE + HEAD OF MARKETING, CONTENTLY
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  5. 5. 6 OXYTOCIN!
  6. 6. 7 Stories make our brains synthesize oxytocin: the neurochemical that triggers empathy and a feeling of connection.
  7. 7. 8 Stories illuminate the city of our mind.
  8. 8. 9 Neurons that fire together, wire together.” “
  9. 9. 10 Stories make us remember. Stories make us care.
  10. 10. 11 Stories make us remember. Stories make us care. (Which is what all brands want.)
  11. 11. 12 Able to predict purchase actions with a 83% accuracy based on immersion levels while hearing a brand story Heart Rate + Oxytocin = Immersion
  12. 12. 13 Stories make our brains want to buy.
  13. 13. 14 Stories make our brains want to buy. (Which is what all brands REALLY want.)
  14. 14. 15 Content marketing works because our brains are programmed for stories.
  15. 15. 16 The Problem: Most brands are not great at telling stories. Smart Insights AllAccess.com
  16. 16. Source: Beckon 5% of content gets 90% of attention 17
  17. 17. How do you break through? 18
  18. 18. 19 Tell stories that your customers’ brains can’t help but love.
  19. 19. 20 1. Relatability 2. Novelty 3. Fluency 4. Tension 4 Keys to Immersive Content
  20. 20. 21 Relatability “I know this world /I see myself in this story.”
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  24. 24. 25 Where does your audience spend most of their time, and what format do they prefer to consume on that channel? Story, not stats. Write at a 4th grade level, not 12th. Quick cuts, action that brings you in immediately. Great Stories
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  28. 28. 29 Increase in Engineer Applications 8x
  29. 29. 30 Novelty Ooh this is something new, my brain better pay attention.
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  32. 32. 33 Took a $4.5K investment & created a billion dollar brand.
  33. 33. 34 FluencyHow easy is it to get absorbed in this story
  34. 34. 35 I’m no Hemingway…” “
  35. 35. 36 My writing level: 7th grade. “
  36. 36. 37 Hemingway’s writing level: 4th grade. “
  37. 37. Most consumers don’t read at a high school level.
  38. 38. Most consumers tune out if there’s not action and story within the first 3 seconds of a video.
  39. 39. 40 Where does your audience spend most of their time, and what format do they prefer to consume on that channel? Story, not stats. Write at a 4th grade level, not 12th. Quick cuts, action that brings you in immediately. Great Stories
  40. 40. 41 How can you make your content as fluent as possible? Channel Articles Video Where does your audience spend most of their time, and what format do they prefer to consume on that channel? Story, not stats. Write at a 4th grade level, not 12th. Quick cuts, action that brings you in immediately. Great Stories
  41. 41. Let’s be innovative! Let’s make … a pdf!
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  44. 44. 45 Tension The gap between what is and what could be.
  45. 45. Source: Beckon 46
  46. 46. 47 Story pattern
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  48. 48. 49 Relatability Speak directly to your audience and make them the central character in your stories. Novelty Show and tell people something that they’ve never seen before. Fluency Make it as easy as possible for people to get engrossed in your content. Tension Tell a story about the gap between “what is” and “what could be” for your customers. Story-Brain Checklist
  49. 49. 50 A Golden Age for brands who want to build meaningful relationships with their audience
  50. 50. 51 Let’s do content marketing that breaks through. “
  51. 51. 52 Next Up: The Art and Science of Remote Content Collaboration April 9, 11 AM Featuring: Dream Teams Author Shane Snow & Contently Editor-in-Chief Jordan Teicher
  52. 52. Q&Alazer@contently.com
  53. 53. 54 Now time for a game! Top 5 scorers get a storytelling edge kit *Look for the link in the chat*
  54. 54. Thank you. New York 44 Wall Street Suite 1300 New York, NY 10005

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