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©2014 
StoryStudio 
Chicago 
Ltd. 
All 
Rights 
Reserved.
Don't 
Be 
Boring 
Learn 
the 
secrets 
of 
keeping 
your 
audience 
enthralled 
Content Jam 2014
Stories 
matter 
©2014 
StoryStudio 
Chicago 
Ltd. 
All 
Rights 
Reserved.
“ 
Marketing is no longer about the 
stuff that you make, but about the 
stories you tell. --Seth Godin 
”
Every compelling story… 
… 
is 
built 
on 
three 
components: 
emo%on, 
cra+, 
and 
ac%on. 
©2014 
StoryStudio 
Chicago 
L...
How stories work 
©2014 
StoryStudio 
Chicago 
Ltd. 
All 
Rights 
Reserved.
Story elements 7 
01 
02 
03 
04 
05 
06 
Details 
Images 
Voice 
Emotion 
Character 
Tension/Conflict 
©2014 
StoryStudio...
Heroes 
must fight 
dragons 
©2014 
StoryStudio 
Chicago 
Ltd. 
All 
Rights 
Reserved.
Source: 
hGp://www.convinceandconvert.com
Classic 
story 
structure 
©2014 
StoryStudio 
Chicago 
Ltd. 
All 
Rights 
Reserved.
#1 Know Your Audience & Goal 
©2014 
StoryStudio 
Chicago 
Ltd. 
All 
Rights 
Reserved.
First Steps 
Goals Audience 
Who will you reach & why? 
Describe this reader, likes 
and dislikes. Create a 
persona. 
Be ...
What does it take to create content? 
©2014 
StoryStudio 
Chicago 
Ltd. 
All 
Rights 
Reserved.
#2 Be Messy 
©2014 
StoryStudio 
Chicago 
Ltd. 
All 
Rights 
Reserved.
Amuse 
yourself 
©2014 
StoryStudio 
Chicago 
Ltd. 
All 
Rights 
Reserved.
Character + Emotion + 
Desire = Messy pages 
©2014 
StoryStudio 
Chicago 
Ltd. 
All 
Rights 
Reserved.
MIND MAP! 
1. 
Pick 
a 
product 
or 
service. 
Draw 
a 
circle 
around 
it. 
2. 
Choose 
a 
“hero” 
and 
draw 
a 
circle 
...
#3 Start a conversation 
©2014 
StoryStudio 
Chicago 
Ltd. 
All 
Rights 
Reserved.
Send content 
to the 
Story Center 
of the brain. 
©2014 
StoryStudio 
Chicago 
Ltd. 
All 
Rights 
Reserved.
Hard-wired for stories 20 
01 
02 
03 
04 
05 
06 
Ancient wiring 
Fill in the blanks 
Connect concepts 
How we learn 
As ...
“ Make the reader do some work.” 
--Molly Daniels 
©2014 
StoryStudio 
Chicago 
Ltd. 
All 
Rights 
Reserved.
Conversation starters 
Be specific Ask a 
question 
Open a door Invite action Write for 
smart people 
©2014 
StoryStudio ...
“best blog headlines”
#4 Love the limitations 
©2014 
StoryStudio 
Chicago 
Ltd. 
All 
Rights 
Reserved.
Opposites 
attract 
conflict 
©2014 
StoryStudio 
Chicago 
Ltd. 
All 
Rights 
Reserved.
Use a limitation to your advantage 
1. 
Limit 
yourself 
in 
the 
wriQng 
process: 
Qme 
or 
word 
count. 
2. 
Write 
in 
...
Story slam! 
©2014 
StoryStudio 
Chicago 
Ltd. 
All 
Rights 
Reserved.
Choose one 
Choose 
just 
one 
of 
each 
from 
your 
mind 
map: 
• character 
• emoQon 
• desire 
Write 
a 
couple 
openin...
#5 Be compelling 
©2014 
StoryStudio 
Chicago 
Ltd. 
All 
Rights 
Reserved.
Be compelling 
Put the 
reader first 
Be true to 
the story 
Give reason 
to action 
Write a 
story, not a 
post 
Start a ...
Jill 
Pollack 
jill@storystudiochicago.com 
773.477.7710 
www.storystudiowordsforwork.com 
©2014 
StoryStudio 
Chicago 
Lt...
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Don't Be Boring! StoryStudio presentation for Chicago's Content Jam 2014

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Jill Pollack, director of StoryStudio Chicago and Words for Work, presents her Don't Be Boring! lessons on storytelling at work. Pollack is also a co-producer of Content Jam, Chicago's largest annual content marketing conference.

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Don't Be Boring! StoryStudio presentation for Chicago's Content Jam 2014

  1. 1. ©2014 StoryStudio Chicago Ltd. All Rights Reserved.
  2. 2. Don't Be Boring Learn the secrets of keeping your audience enthralled Content Jam 2014
  3. 3. Stories matter ©2014 StoryStudio Chicago Ltd. All Rights Reserved.
  4. 4. “ Marketing is no longer about the stuff that you make, but about the stories you tell. --Seth Godin ”
  5. 5. Every compelling story… … is built on three components: emo%on, cra+, and ac%on. ©2014 StoryStudio Chicago Ltd. All Rights Reserved.
  6. 6. How stories work ©2014 StoryStudio Chicago Ltd. All Rights Reserved.
  7. 7. Story elements 7 01 02 03 04 05 06 Details Images Voice Emotion Character Tension/Conflict ©2014 StoryStudio Chicago Ltd. All Rights Reserved.
  8. 8. Heroes must fight dragons ©2014 StoryStudio Chicago Ltd. All Rights Reserved.
  9. 9. Source: hGp://www.convinceandconvert.com
  10. 10. Classic story structure ©2014 StoryStudio Chicago Ltd. All Rights Reserved.
  11. 11. #1 Know Your Audience & Goal ©2014 StoryStudio Chicago Ltd. All Rights Reserved.
  12. 12. First Steps Goals Audience Who will you reach & why? Describe this reader, likes and dislikes. Create a persona. Be clear. What does this message need to do for you? What is success? _____________________________________________ _____________________________________________ _____________________________________________ _____________________________________________ _____________________________________________ _____________________________________________ _____________________________________________ _____________________________________________ _____________________________________________ _____________________________________________ _____________________________________________ _____________________________________________ ©2014 StoryStudio Chicago Ltd. All Rights Reserved.
  13. 13. What does it take to create content? ©2014 StoryStudio Chicago Ltd. All Rights Reserved.
  14. 14. #2 Be Messy ©2014 StoryStudio Chicago Ltd. All Rights Reserved.
  15. 15. Amuse yourself ©2014 StoryStudio Chicago Ltd. All Rights Reserved.
  16. 16. Character + Emotion + Desire = Messy pages ©2014 StoryStudio Chicago Ltd. All Rights Reserved.
  17. 17. MIND MAP! 1. Pick a product or service. Draw a circle around it. 2. Choose a “hero” and draw a circle around that. 3. Now, branch off ideas, words, emoQons, characters, whatever comes into your head. ©2014 StoryStudio Chicago Ltd. All Rights Reserved.
  18. 18. #3 Start a conversation ©2014 StoryStudio Chicago Ltd. All Rights Reserved.
  19. 19. Send content to the Story Center of the brain. ©2014 StoryStudio Chicago Ltd. All Rights Reserved.
  20. 20. Hard-wired for stories 20 01 02 03 04 05 06 Ancient wiring Fill in the blanks Connect concepts How we learn As if it’s happening to us How we connect ©2014 StoryStudio Chicago Ltd. All Rights Reserved.
  21. 21. “ Make the reader do some work.” --Molly Daniels ©2014 StoryStudio Chicago Ltd. All Rights Reserved.
  22. 22. Conversation starters Be specific Ask a question Open a door Invite action Write for smart people ©2014 StoryStudio Chicago Ltd. All Rights Reserved.
  23. 23. “best blog headlines”
  24. 24. #4 Love the limitations ©2014 StoryStudio Chicago Ltd. All Rights Reserved.
  25. 25. Opposites attract conflict ©2014 StoryStudio Chicago Ltd. All Rights Reserved.
  26. 26. Use a limitation to your advantage 1. Limit yourself in the wriQng process: Qme or word count. 2. Write in a different format. 3. Experiment and let first draV ignore what the experts say. ©2014 StoryStudio Chicago Ltd. All Rights Reserved.
  27. 27. Story slam! ©2014 StoryStudio Chicago Ltd. All Rights Reserved.
  28. 28. Choose one Choose just one of each from your mind map: • character • emoQon • desire Write a couple opening lines. ©2014 StoryStudio Chicago Ltd. All Rights Reserved.
  29. 29. #5 Be compelling ©2014 StoryStudio Chicago Ltd. All Rights Reserved.
  30. 30. Be compelling Put the reader first Be true to the story Give reason to action Write a story, not a post Start a conversation ©2014 StoryStudio Chicago Ltd. All Rights Reserved.
  31. 31. Jill Pollack jill@storystudiochicago.com 773.477.7710 www.storystudiowordsforwork.com ©2014 StoryStudio Chicago Ltd. All Rights Reserved.

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