The Power of Story
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Slides from a presentation given by Debbie Clement-Large to a meeting of the South-West branch of IIBA UK on 24 November 2016.
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2. Structure - All communication should follow a 3 act structure with a beginning, middle, and end to keep the audience engaged.
3. Be Visual - Stories must evoke vivid visual imagery to stick in the audience's mind. Setting the visual scene anchors the message.
4. Sex and Violence - All stories invoke emotions, even softly, through elements like action, sensitivity, or competition. High emotions bind messages to our thoughts.
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Today, many successful brands have storytelling at the core of their marketing and communication strategy because regardless what you sell, stories give your audience a reason to communicate and relate with your brand, it gives them something to believe in and if told right it gives them a sense a belonging.
While Storytelling may not always translate immediately into sales or impact your bottomline, it's an always-wining long term strategy and trust me when I say, you are always one great story away from changing the trajectory of your brand.
In this slide, I shared
What storytelling truly is (and what it's not).
Why you need to tell your story and
How to tell a great brand story that everyone loves (creating alignment between your brand, your customers and prospects)
A lecture about Storytelling or Marketing @ Knowmads Business School Amsterdam
The document discusses three aspects of storytelling: marketing, telling, and feeling. It provides examples showing that marketing is telling stories about products that sell and spread. Stories must be remarkable enough for people to want to talk about. Good storytelling evokes an emotional response in the audience. The fundamental problem with most companies is being driven by mediocrity rather than intense, meaningful stories.
The 4 keys to a compelling story
Do you want people to listen? Here are the four keys to telling a compelling story. In five minutes, we will show you how to tell a story people will not just love, but share.
Your Business Story.pptx
This document discusses how developing a business story can be a key marketing tool. It recommends sharing your personal background and the conflict or pain that motivated starting the business. The story should also convey how you solved the problem and how this led to creating the business. It provides tips for crafting an effective story, including sharing circumstances, building curiosity, including characters, conversations that invoke emotions, and conflicts you have overcome. The story should tie back to your brand's vision, mission and values to help people connect emotionally with your business.
B2B storytelling and communities
Today the traditional way of doing business from my perspective, has at least one foot in the grave.
Today’s organizations often demonstrate an inability to connect.
However I believe that the ability to associate and connect is the basis for success in today’s
hyper-connected world. Thanks to the Internet, people can meet and share stories globally and
instantaneously like never before. The cloud is there for everyone, whereas in the old days selling
your story to the world was reserved for the rich and the famous.
In comes peer-to-peer storytelling.
The Business Case for Telling Personal Stories
This document discusses how storytelling can be used in business to drive revenue and engagement. It provides examples of companies like Pfizer, American Girl, and Tiffany & Co that have used personal stories successfully. It then outlines the Romeo and Juliet story formula as a template for creating compelling business stories, with sections on finding the story truth, choosing a story type, developing characters of hero and villain, including struggle and resolution. It encourages thinking in terms of love stories to build emotional connection and concludes with tips for inviting listeners in, uniting them with the story, and igniting them to take action.
Lead-The power of story telling
The document discusses the power of storytelling for leadership. It argues that leaders sell stories, not just products or ideas, and that people are drawn to stories that resonate with their beliefs. Stories help define a leader's brand and give others permission to lead. While some think creating a story means lying, the document says an effective leader can retell and change their story over time. Leaders should craft new stories to define goals and inspire faith in their vision.
The art of storytelling.pptx
From presentations to sales pitches, storytelling can help your teams in all aspects of their career, no matter what industry you are in. This PPT will show them how they can become great storytellers by choosing the most effective stories from their life or career, and presenting them in an engaging and impactful way.
Debunking Myths On Storytelling For Startups - LoudStory Startup League #2
Unlocking the core concepts of storytelling can help entrepreneurs win the heart of their audience and stick there for a long time. This presentation was made at the LoudStory Startup League meetup in Paris.
Watch the video on Youtube.com/loudstory and join the movement on meetup.com
Connect to www.loudstory.com for more content on storytelling for startups
Storify your business
Discover the secrets of the masters of storytelling and how to present your business or skill set in a more compelling and intuitive way and allow you to keep the ongoing attention of your audience.
In this crowded and distracting world, it is increasingly difficult to get heard. That is why it is important to get the attention of your target audience by telling a story that they want to listen to!
Putting it on the line: using creativity to drive donation - Simon Gill, Exec...
The document provides tips for nonprofit fundraisers to effectively use digital creativity and storytelling to drive donations. It recommends that fundraisers do something different to get noticed, take risks to get donations, and use a distinct tone of voice. Telling good stories that follow a narrative structure and sharing the personal struggle can engage audiences and get press coverage. Fundraisers should be clear about the need for donations, provide background on their cause, make their fundraising event the climax, and ask for help to complete their challenge to enhance the drama of the story.
How Storytelling drives Corporate Culture
This is a manifesto from LUKSO Story & Strategy about the importance of stories in the corporate world and how they can be used to shape culture.
How story telling drives corporate culture
This document discusses using corporate storytelling to manage diversity of ideas and beliefs within a company. It notes that while complete uniformity would stifle creativity, pure diversity could be catastrophic. The document recommends using stories that teach through examples to connect with employees rationally and emotionally, as stories about a company are already being shared. It provides a 4-step process for corporate storytelling: 1) stimulate potential stories, 2) search for exemplars of values, 3) recognize the best stories, and 4) inspire others through spreading the stories. Examples from Carlton-Ritz and Zappos are given that reward employees for sharing best practice stories.
How story telling drives corporate culture
This document discusses using corporate storytelling to manage diversity of ideas and beliefs within a company. It notes that while complete uniformity would stifle creativity, pure diversity could be catastrophic. The document recommends using stories that teach through examples to connect with employees rationally and emotionally, as stories about a company are already being shared. It provides a 4-step process for corporate storytelling: 1) stimulate potential actions aligned with values, 2) search for exemplary stories, 3) recognize the best stories, and 4) inspire others through spreading the stories. Examples are given of companies like Carlton-Ritz and Zappos that successfully use storytelling.
WISDOM AT WORK: The Power of Personal Storytelling to Spark Insight, Breakthr...
A workshop called Wisdom at Work is designed to help spark innovation in companies through the sharing of personal stories rather than traditional methods like data presentations or best practices. The workshop encourages leaders to tell stories from their own experiences about topics like creativity, breakthroughs, challenges, and learning moments that embed insights and knowledge to inspire others. Storytelling is highlighted as the most effective way to transmit meaningful messages and collective wisdom that can foster engagement, trust, collaboration, learning, and creativity in an organization.
Storytelling Startup: From Core-Story to Content Strategy.
The document discusses finding a company's core story. It explains that a core story provides meaning and coherence, guiding a company's actions, products and communications. It discusses using tools like the Golden Circle and Core Story Canvas to help uncover a company's core story, which is often based in a founder's experiences or beliefs about why they started the company. The core story then shapes the company's "story anchors" like themes, heroes, conflicts and stages to create an overarching narrative.
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Find your X workshop for EO Greece by Willem Sodderland, founder of Buzzable, the Innovation Accelerator.
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- 7. Why follow the Herd? …was born
- 8. 1. Serious 2. Not Creative 3. Vulnerable
- 9. The Superhero of our story
- 10. Courage… Telling the story of who you are with your whole heart… …and that goes for your business story too
- 11. Why is Story Important?
- 12. The Kalahari storytellers learnt that if people aren't entertained they stop listening… Storytelling triggers:- imagination creates a bond conveys information Deliver information that:- conveyed experiences inspired entertained
- 13. "Storytelling is not something we do. Storytelling is who we are," - Carmine Gallo
- 14. Tell the story of your business
- 15. What do other people think your business values are?
- 16. What do your customers say about you? In business it doesn't matter what you do, it matters why you do it.
- 17. Do you want your story to launch a movement?
- 19. Do you want your story to educate, motivate or inspire?
- 20. Emotional business presentations have drama, hero’s, villain’s and a collection of stories
- 21. Stories involving the success or failure of products or brands 3 Types of Stories… Personal that relate to the theme of the conversation Stories about other people who have learned the lesson the audience can relate to
- 23. How we share business information?
- 26. Where does it go wrong?
- 29. 65% metaphor or stories 25% facts and figures 10% authority
- 30. Memorable…
- 34. Presence
- 35. Sometimes we ALL need help to see the wood for the trees
- 38. Why follow the Herd? Whyfollowtheherd.comDebbie@whyfollowtheherd.com