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The Art + Science of Using Stories to Influence Decisions

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Stories. They’ve been around as long as humans have walked the earth. Should you use them in your con­tent? Yes. That’s easy. The hard part? Deciding when and how to use sto­ries to influ­ence what your customers decide. Help is here from two sur­pris­ing sources: the ancient art of rhetoric and the modern sci­ence of psy­chology.

The Art + Science of Using Stories to Influence Decisions

  1. 1. the ART + SCIENCE of usingSTORIES to influence DECISIONS COLLEEN JONES, Principal | content-science.com MIMA SUMMIT
  2. 2. FACT!
  3. 3. time on time on ≤
  4. 4. what are people DOING with all thattime online? MAKING DECISIONS
  5. 5. content = HUGE chance to influence
  6. 6. 3 WAYS STORIES INFLUENCE DECISIONS
  7. 7. WARNING!ANALYSIS AHEAD!
  8. 8. EMOTION + LOGIC
  9. 9. IDENTIFICATION
  10. 10. AMPLIFICATION
  11. 11. WHEN 2 USE(+ NOT USE ) STORIES
  12. 12. “ When youre telling these little stories? Heres a good idea— HAVE A POINT.
  13. 13. start with phases of influencing a decision… 3. MOTIVATE + HELP ACTION 2. BECOME LIKED + TRUSTED1. RAISE AWARENESS
  14. 14. TIP! stories work best in 1 + 2 er + d eeperlong sto ries! 3. MOTIVATE + HELP ACTION 2. BECOME LIKED + TRUSTED ction! i nstru1. RAISE AWARENESS ion-g etting a ttent sto ries!
  15. 15. TIP! stories work best in 1 + 2 w hy! 3. MOTIVATE + HELP ACTION 2. BECOME LIKED + TRUSTED how!1. RAISE AWARENESS what!
  16. 16. TIP! connect the phases 3. MOTIVATE + HELP ACTION 2. BECOME LIKED + TRUSTED1. RAISE AWARENESS
  17. 17. 2 GOODEXAMPLES
  18. 18. raising awareness
  19. 19. becoming liked + trusted
  20. 20. 3 BAD, BAD EXAMPLES please)! o this,( don ’t d
  21. 21. NOT considering the source
  22. 22. trying to make a short story looooong We’re a huge corporation. We want a BIG website that “tells the story” of our environmental initiatives. We think that will engage people again + again + again...
  23. 23. NOT connecting to relevant action
  24. 24. WAYS 2 INNOVATESTORYTELLING
  25. 25. use a variety of content types
  26. 26. emphasize best content type to tell the story
  27. 27. encourage participation in the story
  28. 28. encourage participation in the story
  29. 29. become part of the story
  30. 30. checklist @leenjonesWHY use stories•  To appeal to logic + emotion in a memorable way.•  To help customers identify with you.•  To amplify a key message, point, or promise.WHEN to use stories•  When raising awareness about you or something you’re offering.•  When deepening relationships with customers so they like + trust you / your offering.HOW to use stories•  Use short, shallow stories for raising awareness.•  Use longer, deeper stories for becoming liked and trusted.•  Connect stories to a relevant point and to taking a relevant action.•  Consider telling the story through varied content types + making stories participatory.
  31. 31. YOUR STORY?
  32. 32. QUESTIONS?COLLEEN JONES, Principal | content-science.com MIMA SUMMIT

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