The Return of Storytelling vs. Corporate Speak

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Storytelling has become the “new black” in business communications.

And for good reason.

This deck shares some of the science and anecdotal evidence on why storytelling works.

It also reminds us storytelling wins over corporate speak virtually every time (perhaps not in a quarterly earnings news release).

All with a touch of levity.

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The Return of Storytelling vs. Corporate Speak

  1. THE RETURN OF STORYTELLING VS. CORPORATE SPEAK
  2. STURYTELLING “NEW HAS BECOME THE K"
  3. EVERYONE HAS JUMPED 0N THE BANDWAGUN Warren Buffett President Obama Adele LeBron James I
  4. WHY?
  5. FACTS, FIGURES AND PROMO COPY D ACTIVATED ACTIVATE THE PART OF THE BRAIIE I-THERE WE MAKE SENSE OF WORDS
  6. HAVE THE SAME EFFECT
  7. ,, ... 7 I _ . ,,g , :_:7m.2mv£x/21¢! ‘ A ~‘I'P! lHIM. EiI&ImImS1iI: ImI-1_ F ,1 *--'-'~»— —~— 2. - 7WT BRA| N*_ UN LEGIT STDRYTEEEIIIB ~ ~--I
  8. Psychological _ J. S { I E N { E Association lor Psychological Science OUIIFBFIFST All Issues - Provious ‘ Next Article - c“""“‘ 35"’ Table 01 Contents DI): errtwor 2:12 2'. <|‘. " Activates Neural fvisual and Motor I W, ,, ,.¢. ,, ~* ~ ' don 10‘l| HI;1A67r 0280 2000 02397 I Reading Stories Representations o 2000 Experiences A ~ 7 V ‘T 7 l‘s, ;- “Ji: o'i: n August Nicole K. Spoor. I Abstract Frvn Fun Tan Jeremy R. Reynolds. ‘ Khena M. Swallow and I . , ' Ful! ‘rm (POP) - Sefvlcos SERIOUSLY, SCIENT STUDIES BEAR THISHOUCT
  9. AS DO UNSCIENTIFIC STUDIES Rob Walker 8. Josh Glen bought tchotchkes like’ created stories around each one and resold the tchotchkes on eBay
  10. THE RESULTS x 5. _, L ‘V " I I I ‘ x’ v. .»i. - _s, . ~ I ‘Iteiii'qiiriiait<= i~>
  11. For Elite; wiotfilvi. cl»xatLLe. i»3e. oL, EIAQEE at 2,7063% increase in value
  12. hat We're not claiming t
  13. lb. JUST THAT. .. I Slorjlellikg : : Good Business
  14. PUBLIC FIGURES, JOURNALISTS AND KIDS LATE WITH HOMEWORK HAVE ALWAYS SHAPED COMPELLING NARRATIVES
  15. MOST PR FOLKS HAVE NOT GOTTEN THE MEMO MEMO I) Pi<I-pk irepoir-Iv. 2) Use s‘I'oVg‘I’QAIIflg I-eoliriiqgies. 3) 54+ Iimll-big.
  16. HOW ELSE DO YOU EXPLAIN THIS DISCONNEQTQ
  17. WHICH COMES OUT IN COMPARING STORYTELLING TO CORPORATEEEE
  18. STORYTELLING CORPORATEW 12.2 “MN is BORE
  19. TFLOPS FPGAs DNS Dongle Macro RSS FEED VoIP
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  22. STORYTELLING CORPORATEW ANECDIJTAL e MuIIIiAIIE<%§ ll
  23. STORYTELLING CORPORATESEIE T Q
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  26. STORYTELLING CORPORATEEEIE rexrune 19 SMIIIITHT
  27. STORYTELLING CORPORATEEEIE i "I _ , /I'/ I,___‘ ll SEO HEAL Q ” I -. K ‘Si-‘~“ I - 1;’ I iiil ~ / ll;
  28. There’s a way to close this story with a
  29. JUST SAY ® TO CORPORATE SPEAK
  30. THREE TERRIFIC ARTICLES ON THE SCIENCE BEHIND STORYTELLING + MORE Scientific American: “The Secrets of Storytelling" Gregg Morris curates the definitive storytelling resource, The New York Times: “Your Brain on Fiction” The experiment of crafting a story for tchotchkes is at SignificantObjects
  31. BTW, WE WALK THE TALK Beyond applying storytelling techniques to our client campaigns, we offer the following services: Storytelling Workshop (3 versions) Executive communications [emphasis on media) Internal communications Employees for general communications Website Audit and Recommendations Analysis of storytelling in website content Corporate Blog Workshop Storytelling + Technical
  32. WE ALSO BLDG ON STORYTELLING THROUGH A BUSINESS PRISM AT wvvvv. |shmaelsCorner. com
  33. THANKS FOR TAKING THE TIME ASIA PACIFIC Cassandra Cheong +86 21 6203 3366 ext. 125 - ccheong@hoffman. com EUROPE Mike Sottak +44 (0) 7 4632 47399 - msottak@hoffman. com NORTH AMERICA Stephen Burkhart +1 (408) 286 2611 - sburkhart@hoffman. com GLOBAL Lou Hoffman +1 (408) 286 2611 - lhoffman@hoffman. com www. hoffman. com The Hlllllllilll i‘gPIl(’)’
  34. THANKS FOR TAKING THE TIME ASIA PACIFIC Cassandra Cheong +86 21 6203 3366 ext. 125 - ccheong@hoffman. com EUROPE Mike Sottak +44 (0) 7 4632 47399 - msottak@hoffman. com NORTH AMERICA Stephen Burkhart +1 (408) 286 2611 - sburkhart@hoffman. com GLOBAL Lou Hoffman +1 (408) 286 2611 - lhoffman@hoffman. com www. hoffman. com W Agency

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