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From raw content to stand out stories | The power of human stories conference | 28 February 2019

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Chris Flood, content and search lead, Cancer Research UK

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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From raw content to stand out stories | The power of human stories conference | 28 February 2019

  1. 1. Storytelling Chris Flood Content & Search Lead @FloodMeUp https://www.linkedin.com/in/chrisflood1/
  2. 2. Icebreaker
  3. 3. Today we’re going to cover… • Why is storytelling important to us? • What does a good story look like? • Using CATs to tell your story 3
  4. 4. Why is storytelling important to us?
  5. 5. 5 423 x 42 =? 2 + 2 =?
  6. 6. 6 So why do so many people get it wrong?
  7. 7. Bad storytelling… Just calling it a story, doesn’t mean it is one… 7
  8. 8. Not staying true to your values… 8
  9. 9. Bad storytelling is… • Just stating your company mission statement • Spewing jargon that describes what you do – rather than why it matters to someone else • Boring • About organisations, not people 9
  10. 10. What does a good story look like?
  11. 11. 11 A good story is one I care about… Image credit: helpscout.com
  12. 12. 12 A good story is one I care about… Image credit: helpscout.com
  13. 13. …and is told like a human • Keep your sentences short (20 words max) • Prefer short words, and don’t overdo punctuation • Be concise and use everyday English • Be authentic 13
  14. 14. But remember, your story’s not about you… Don’t be Bond, be Q. 14
  15. 15. Using CATs to tell your story
  16. 16. 16 Challenge Action Transformation Ref: Andy Maslen: Persuasive copywriting
  17. 17. CAT What’s the risk? What’s the challenge our audience faces? 17 Ref: Andy Maslen: Persuasive copywriting
  18. 18. CAT How will our audience meet that challenge through positive action? 18 Ref: Andy Maslen: Persuasive copywriting
  19. 19. CAT What’s the transformation? It should be an outcome that is somehow new or different. 19 Ref: Andy Maslen: Persuasive copywriting
  20. 20. How are all of these iconic movie plots being ruined? • Following a series of shark attacks at a beach resort, the local sheriff finds and kills the shark. • After many adventures, Frodo takes the Ring to Mount Doom and destroys it. • Luke Skywalker takes aim and makes the crucial shot, destroying the Death Star.
  21. 21. How are all of these iconic movie plots being ruined? • Following a series of shark attacks at a beach resort, the local sheriff finds and kills the shark. • After many adventures, Frodo takes the Ring to Mount Doom and destroys it. • Luke Skywalker takes aim and makes the crucial shot, destroying the Death Star. All leaving out one of the key story elements: the crisis
  22. 22. What’s the CAT? 22 Story CAT Cinderella C – Wants to find Prince Charming but her evil stepmother/sisters want to keep her as a maid and won’t let her out of the house. A – Fairy Godmother grants her wish and she is able to go to the ball. Meets Prince Charming, loses a shoe. T – Prince falls in love, searches for the owner of the lost shoe and Cinderella finally gets to be with her Prince Charming.
  23. 23. What’s the CAT? 23 Story CAT Cinderella C – Wants to find Prince Charming but her evil stepmother/sisters want to keep her as a maid and won’t let her out of the house. A – Fairy Godmother grants her wish and she is able to go to the ball. Meets Prince Charming, loses a shoe. T – Prince falls in love, searches for the owner of the lost shoe and Cinderella finally gets to be with her Prince Charming.
  24. 24. 24 What’s YOUR CAT?
  25. 25. 25
  26. 26. In summary… • Be Q • Talk like a human • Remember your CAT 26
  27. 27. People who are smarter than me… • Simon Sinek – Start with Why • Andy Maslen – Persuasive copywriting • Dan Portnoy – The Non-Profit Narrative • Annette Simmons – Story Factor • Jonah Sachs – Winning the Story Wars 27
  28. 28. The power of human stories: how to be an authentic storyteller 28 February 2019 London #CharityStories
  29. 29. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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