Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
The Art of Effective
Storytelling
Michele Miller
Content Strategist
Professional Storyteller
@mmiller75
Disclaimer
It’s no secret that “Storytelling” has become one of the big
buzzwords everyone loves to throw around.
But I al...
Significant Objects
A study in measuring the
value of content
In 2009, two men by the names of Rob
Walker and Joshua Glenn...
The Hypothesis
Stories are such a powerful driver of
emotional value that their effect on a
given object’s subjective valu...
Significant Object: Globe Paperweight
PURCHASE PRICE: $1.49 SALE PRICE: $197.50
© 2009-2015 Significant Objects 1
http://s...
The Gist of the Experiment
$129 The total price of thrift store items purchased
$3,613K The approximate net proceeds from ...
Humans Are Not Moved To
Action By Data Dumps
“AFTER NOURISHMENT,
SHELTER AND COMPANIONSHIP,
STORIES ARE THE THING WE
NEED MOST IN THE WORLD.”
- PHILIP PULLMAN
© 1984 W...
We hear statistics.
We FEEL stories.
When we are advocating for something, we most often think of a
compelling argument, m...
Finding the Balance
© 2015 Jack Malcolm 3
You simply CANNOT win without activating emotion.
As long as we are dealing with...
Photo by NBC/Ben Cohen - © 2014 NBCUniversal Media, LLC 4
So then, when & why is storytelling effective in persuasion?
Fac...
Photo by NBC - © 2012 NBCUniversal Media, LLC 5
But when we are absorbed in a
story, we drop our intellectual
skepticism. ...
Storytelling Crimes
Storytelling Crimes: The Data Dump
Risks:
• Confusion
• Intimidation
• Disengagement
Definition:
• Long ramblings of in-de...
Storytelling Crimes: Industry Jargon
Risks:
• Lack of
understanding
• Inability to relate
• Alienation
Definition:
• Mecha...
Storytelling Crimes: Telling vs. Showing
Risks:
• Lack of context
• Lack of trust
• So what?
Definition:
• Taking a non-va...
From Product-Centered to
Story-Driven Content
People don’t buy products…
They buy better versions of themselves.
We are what we buy.
adapted from samuelhulick.com
Social Anthropology
Consumer Psychology
Commercial Persuasion
Buyers adopt products
not just as consumer
choices, but as c...
Thinking Like the Customer
Couple of really important points here:
• The average customer does not think in terms
of “onli...
© 2013 UserOnboard.com 6
Future
Customer
Our
Product
Super Awesome
Human
Focus On Leveling Up
This is
This isn’t what your...
It’s time to change
your way of thinking
Here’s what our
product can do
Here’s what you can
do with our product
From…
To…
So How Does This Apply
In The Real World?
The Storytelling Trifecta
NARRATIVE
DATA
DESIGN
Only once you have narrative and design in place should you introduce the
...
Sharon’s Connected Commerce Journey
https://vimeo.com/magentoecommerce/review/120523534/a09bf38673
References
1. Glenn, Joshua, & Walker, Rob. (2009). Significant Objects. © 2009-2015. Retrieved from
http://significantobj...
Michele Miller
Content Strategist
Professional Storyteller
@mmiller75
Upcoming SlideShare
Loading in …5
×

The Art of Effective Storytelling

11,259 views

Published on

How can you become more relevant to your audience? You can start by moving away from feature/function/data conversations and toward effective storytelling. We hear statistics. We FEEL stories. It's how we're hardwired as humans.

Published in: Marketing
  • I thought car auctions were only for dealers and I saved more than I expected. Thanks for showing me how to do it. ❤❤❤ https://w.url.cn/s/A9eBVEi
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • I’ve personally never heard of companies who can produce a paper for you until word got around among my college groupmates. My professor asked me to write a research paper based on a field I have no idea about. My research skills are also very poor. So, I thought I’d give it a try. I chose a writer who matched my writing style and fulfilled every requirement I proposed. I turned my paper in and I actually got a good grade. I highly recommend ⇒ www.WritePaper.info ⇐
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THE BOOK INTO AVAILABLE FORMAT (New Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THE can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THE is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBOOK .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookBOOK, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, EBOOK, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THE Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THE the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THE Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THE BOOK INTO AVAILABLE FORMAT (New Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THE can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THE is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBOOK .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookBOOK, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, EBOOK, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THE Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THE the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THE Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THE BOOK INTO AVAILABLE FORMAT (New Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THE can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THE is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBOOK .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookBOOK, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, EBOOK, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THE Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THE the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THE Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

The Art of Effective Storytelling

  1. 1. The Art of Effective Storytelling
  2. 2. Michele Miller Content Strategist Professional Storyteller @mmiller75
  3. 3. Disclaimer It’s no secret that “Storytelling” has become one of the big buzzwords everyone loves to throw around. But I also want us to be realistic in our understanding of stories as the very first social medium. This methodology is not new. It has continuously been reinvented as more and more formats and platforms become available.
  4. 4. Significant Objects A study in measuring the value of content In 2009, two men by the names of Rob Walker and Joshua Glenn purchased cheap trinkets, and asked some of today’s most talented creative writers to invent stories about them, and then post the stories and the objects together on eBay to see whether the invented story enhanced the value of the object.
  5. 5. The Hypothesis Stories are such a powerful driver of emotional value that their effect on a given object’s subjective value can actually be measured objectively. In plain language, Narrative transforms insignificant objects into significant ones.
  6. 6. Significant Object: Globe Paperweight PURCHASE PRICE: $1.49 SALE PRICE: $197.50 © 2009-2015 Significant Objects 1 http://significantobjects.com/2010/01/29/globe-paperweight-test/ This simple, globe paperweight basically came with it’s own reality show. It was accompanied by a handwritten letter to a friend with the tale of a broken marriage, a torrid affair…sex, world travel, regret, loneliness, questions of self worth…And in just this one single memento, a heartbreaking reminder of multiple romantic failures. And as proven by the results of this experiment, this insignificant object was highly significant to someone. Someone identified with this story.
  7. 7. The Gist of the Experiment $129 The total price of thrift store items purchased $3,613K The approximate net proceeds from sales on eBay 100 The number of contributing writers 2,700% The final markup
  8. 8. Humans Are Not Moved To Action By Data Dumps
  9. 9. “AFTER NOURISHMENT, SHELTER AND COMPANIONSHIP, STORIES ARE THE THING WE NEED MOST IN THE WORLD.” - PHILIP PULLMAN © 1984 Warner Bros. Entertainment 2
  10. 10. We hear statistics. We FEEL stories. When we are advocating for something, we most often think of a compelling argument, made up of data. When in reality, neuroscience research clearly shows that we are not hardwired to understand logic or retain facts for very long at all. What we are able to understand and retain are stories.
  11. 11. Finding the Balance © 2015 Jack Malcolm 3 You simply CANNOT win without activating emotion. As long as we are dealing with the human race, we will ALWAYS be dealing with both the rational AND irrational, logical and emotional.
  12. 12. Photo by NBC/Ben Cohen - © 2014 NBCUniversal Media, LLC 4 So then, when & why is storytelling effective in persuasion? Factual arguments, statistics, etc. leave us critical and skeptical – just like Mr. Ron Swanson.
  13. 13. Photo by NBC - © 2012 NBCUniversal Media, LLC 5 But when we are absorbed in a story, we drop our intellectual skepticism. We are emotionally engaged and our defenses naturally go down. (Neuroscience!)
  14. 14. Storytelling Crimes
  15. 15. Storytelling Crimes: The Data Dump Risks: • Confusion • Intimidation • Disengagement Definition: • Long ramblings of in-depth feature/function documentation without communicating value or ensuring relevance and understanding
  16. 16. Storytelling Crimes: Industry Jargon Risks: • Lack of understanding • Inability to relate • Alienation Definition: • Mechanical, meaningless (to your audience) language characterized by convoluted syntax
  17. 17. Storytelling Crimes: Telling vs. Showing Risks: • Lack of context • Lack of trust • So what? Definition: • Taking a non-value-based approach to how your product works vs. why they should use it
  18. 18. From Product-Centered to Story-Driven Content
  19. 19. People don’t buy products… They buy better versions of themselves. We are what we buy. adapted from samuelhulick.com
  20. 20. Social Anthropology Consumer Psychology Commercial Persuasion Buyers adopt products not just as consumer choices, but as conscious expressions of their identities. Because of this we’ve moved away from a one- way conversation into a dialogue that depends on our understanding and application of the social sciences. The how and why of our purchases Understanding behaviors that are largely culturally determined Using what we know about the audience to entice, create desire & sell
  21. 21. Thinking Like the Customer Couple of really important points here: • The average customer does not think in terms of “online” or “in-store”. • You need to think like they do, which is one brand, regardless of touch point • You cannot force your customers to think like the business • To win, you need to be able to articulate this mental model to your prospects & existing customers Stop talking about yourself. It’s definitely not about you.
  22. 22. © 2013 UserOnboard.com 6 Future Customer Our Product Super Awesome Human Focus On Leveling Up This is This isn’t what your business makes.
  23. 23. It’s time to change your way of thinking
  24. 24. Here’s what our product can do Here’s what you can do with our product From… To…
  25. 25. So How Does This Apply In The Real World?
  26. 26. The Storytelling Trifecta NARRATIVE DATA DESIGN Only once you have narrative and design in place should you introduce the third component. Data can act as a foundation, but it should never be the lead.
  27. 27. Sharon’s Connected Commerce Journey https://vimeo.com/magentoecommerce/review/120523534/a09bf38673
  28. 28. References 1. Glenn, Joshua, & Walker, Rob. (2009). Significant Objects. © 2009-2015. Retrieved from http://significantobjects.com/2010/01/29/globe-paperweight-test/ 2. Petersen, Wolfgang. The NeverEnding Story. © 1984 Warner Bros. Entertainment. Retrieved from http://www.imdb.com/title/tt0088323/ 3. Malcolm, Jack. (2015). When the Heart Wins. Practical Eloquence. © 2015 Jack Malcolm. Retrieved from http://jackmalcolm.com/blog/2014/09/when-the-heart-wins/ 4. Cohen, Ben. (2014). Photo by NBC - © 2014 NBCUniversal Media. Retrieved from LLC http://www.imdb.com/media/rm3054500864/tt1266020 5. Photo by NBC - © 2012 NBCUniversal Media, LLC. Retrieved from http://www.imdb.com/media/rm3900878592/nm0644406 6. Hulick, Samuel. (2013). Features Vs. Benefits. User Onboarding. © 2013. Retrieved from http://www.useronboard.com/features-vs-benefits/
  29. 29. Michele Miller Content Strategist Professional Storyteller @mmiller75

×