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The criteria for a good story - Maarten Schäfer

“There are stories and then there are Stories with a capital S – the really good ones. For brands, it is essential to decide upfront what they want their audience to remember. It’s not about what you want to say, it is about what you want your audience to remember. To make sure they not only remember, but remember the right things, there are a couple points to keep in mind.”
Maarten Schäfer

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The criteria for a good story - Maarten Schäfer

  1. 1.                                               The  criteria  for  a  good  story  –  by  Maarten  Schäfer   “There  are  stories  and  then  there  are  Stories  with  a  capital  S  –  the  really  good  ones.  For   brands,  it  is  essential  to  decide  upfront  what  they  want  their  audience  to  remember.  It’s  not   about  what  you  want  to  say,  it  is  about  what  you  want  your  audience  to  remember.  To  make   sure  they  not  only  remember,  but  remember  the  right  things,  there  are  a  couple  points  to   keep  in  mind.”  
  2. 2. Elements  of  a  Good  Story:   The  Wow  Factor   The  first  and  perhaps  most  important  element  of  a  good  story  is  the  Wow  Factor.  You  have   to  catch  your  audience’s  attention.  The  content,  context  or  tone  and  way  you  tell  the  story   have  to  make  people  go  “Wow”.   Stickiness   The  second  crucial  element  is  stickiness.  Tell  the  story  in  such  a  way  that  people  can  easily   remember  it.  Don’t  use  too  many  complicated  words,  don’t  give  too  much  information.   Make  your  audience  curious  to  learn  more.  Make  sure  your  story  sticks.  Let  them  repeat   your  story  to  their  peers.   Make  it  Personal   Don’t  ever  tell  a  story  about  “our  company”  or  “the  brand”,  but  make  it  personal.  The  story’s   content  also  has  to  be  personal.  You  can’t  talk  about  the  founder  of  the  company  and  all  the   things  he  did  without  playing  a  part  in  this  story  yourself.  Somehow  the  story  has  to  be   about  you,  in  relation  to  the  company.   Keep  it  Authentic   The  story  has  to  be  true.  You  can’t  make  it  up.  Of  course  you  can  add  elements  to  the  story   to  make  it  more  interesting  for  people  to  listen  to  and  easier  to  remember,  but  it  has  to  be   true.   Target  the  audience     Adjust  your  story  according  to  the  audience.  If  you  are  talking  to  students  about  a  brand  that   is  targeted  at  mothers  for  example,  don’t  expect  them  to  feel  the  same  way  a  mother  would.   So  appeal  to  other  emotions.   Maarten  Schäfer   Author  -­‐  Photographer  -­‐    Storyteller     Founder  CoolBrands  and  CBNWS   Author  ‘Around  the  World  in  80  Brands’  -­‐  ‘CoolBrands  the  Guru  book’   ‘Storytelling  Expedition  into  Brazil  Food’   ‘Storytelling  Expedition  into  the  Middle  East  and  Africa  

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  • coolbrandshouse

    Jul. 13, 2015

“There are stories and then there are Stories with a capital S – the really good ones. For brands, it is essential to decide upfront what they want their audience to remember. It’s not about what you want to say, it is about what you want your audience to remember. To make sure they not only remember, but remember the right things, there are a couple points to keep in mind.” Maarten Schäfer

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