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GOING ON A STORY HUNT
How to Build a Storytelling Map for Your Business
Why Storytelling?
Stories Cut through the Clutter
Stories Capture People’s Emotions
Stories Motivate People to Act
Stories Remove Barriers
Stories Gone Wrong
•  Stories go wrong for
many reasons, but these
six are common culprits.
•  Pushing products
•  Being inauthentic
•  Using out-of-date,
unverified, or untrue data
•  Employing jargon, clichés,
et cetera
•  Telling irrelevant stories
•  Creating controversy for
the sake of “buzz”
Get the Story Right
Who
Brand Example: AirBnb
What
Brand Example: General Electric
Why
Brand Example: First Round
How & Where
• Should I tell my story
with words, vocals, or
visuals?
How & Where
• Where should I tell my
story?
•  Website Content
•  Company Blog
•  Video
•  Podcasts
•  Social Media
Brand Example: IKEA
When
Brand Example: HBR
Build a Story Skeleton
• Audience
• Person and Tone
• Purpose
• Business Objective(s)
• Outline
Publish the Story
Assess, Refine, Repeat
Erin Feldman is Write Right
Digital Marketing Strategy
Content Writing and Editing
http://www.writerightwords.com

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