SlideShare a Scribd company logo
“The single biggest problem in
communication is the illusion that it has
taken place.”
- George Bernard Shaw

“And God said. . .”
- Genesis 1:3
Why tell
stories?

What is a
story?

How do I
tell stories?
Why tell stories?
• Brand

– Stories are “easier for people to
learn, remember, and share with others.”
– John Walsh
– Every interaction is your brand

• SEO

– You‟re being searched for online
– Hummingbird: Google algorithm
Helpful tools
• Thinglink.com
– Pinterest on steroids
– Hyperlinked images

• Conduit.com
– DIY mobile apps
– Cut $10,000 down to $1,000/yr
What is a story?
Plot

Character

(Crisis?)

(Hero?)

Choice

Not a
list!

“Choice the most
fundamental
building block of
story.”
- Robert McKee in
Story hinge on
Helpful questions to consider:

1. Voice (Who are you?)

What is your organization‟s vision? What is your
personality? What are some measures of success? What
are your beliefs or values? What is your mission?

2. Audience (Who are they?)

Demographics? Psychographics? Ask the market what to
market

3. Purpose (What is the point?)

What is the call to action? Change or enhance what
consumer behavior? Is it consistent with the mission? Is
there an omnipresent option?
How do I tell stories?
1. Select a story
2. Push through the story
3. Envision the scene with presentday feelings and concerns
4. Tell the story from the view of
someone at the scene
5. Establish the story‟s central truth
6. Find a memory hook
7. Tell a story within a story
8. Plan your first words
9. Know how the story ends
10. Research the facts
11. Eliminate needless detail
12. Add description to the story
13. Include audience participation
14. Arrange practice audiences
More helpful
tools
• Basecamp.com
– Project management made easy

• Hubspot.com
– Free writing resources
Building Blogs for B-to-B
Beneficiaries:
• Print
• Social Media
• Internal
• External

1.
2.
3.
4.
5.
6.
7.
8.
9.

Generate content ideas
Show don‟t sell
Avoid „link bait‟
Get your entire company on board
Recruit outside talent
Create catchy yet concise headlines
Be SEO-savvy
Think quality over quantity
Integrate blogs with other campaigns
What‟s
next?
Wordcraft Corporate Storytelling Workshop for Greater Langley Chamber of Commerce
Wordcraft Corporate Storytelling Workshop for Greater Langley Chamber of Commerce

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Wordcraft Corporate Storytelling Workshop for Greater Langley Chamber of Commerce

  • 1.
  • 2.
  • 3. “The single biggest problem in communication is the illusion that it has taken place.” - George Bernard Shaw “And God said. . .” - Genesis 1:3
  • 4. Why tell stories? What is a story? How do I tell stories?
  • 5.
  • 6. Why tell stories? • Brand – Stories are “easier for people to learn, remember, and share with others.” – John Walsh – Every interaction is your brand • SEO – You‟re being searched for online – Hummingbird: Google algorithm
  • 8. • Thinglink.com – Pinterest on steroids – Hyperlinked images • Conduit.com – DIY mobile apps – Cut $10,000 down to $1,000/yr
  • 9. What is a story? Plot Character (Crisis?) (Hero?) Choice Not a list! “Choice the most fundamental building block of story.” - Robert McKee in Story hinge on
  • 10. Helpful questions to consider: 1. Voice (Who are you?) What is your organization‟s vision? What is your personality? What are some measures of success? What are your beliefs or values? What is your mission? 2. Audience (Who are they?) Demographics? Psychographics? Ask the market what to market 3. Purpose (What is the point?) What is the call to action? Change or enhance what consumer behavior? Is it consistent with the mission? Is there an omnipresent option?
  • 11. How do I tell stories? 1. Select a story 2. Push through the story 3. Envision the scene with presentday feelings and concerns 4. Tell the story from the view of someone at the scene 5. Establish the story‟s central truth 6. Find a memory hook 7. Tell a story within a story 8. Plan your first words 9. Know how the story ends 10. Research the facts 11. Eliminate needless detail 12. Add description to the story 13. Include audience participation 14. Arrange practice audiences
  • 12.
  • 13.
  • 15. • Basecamp.com – Project management made easy • Hubspot.com – Free writing resources
  • 16. Building Blogs for B-to-B Beneficiaries: • Print • Social Media • Internal • External 1. 2. 3. 4. 5. 6. 7. 8. 9. Generate content ideas Show don‟t sell Avoid „link bait‟ Get your entire company on board Recruit outside talent Create catchy yet concise headlines Be SEO-savvy Think quality over quantity Integrate blogs with other campaigns