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Rescooped by John van den Brink from Just Story It! Biz Storytelling
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Bored + distracted: audio stories are just not cutting it

Bored + distracted: audio stories are just not cutting it | AtDotCom Social media | Scoop.it
Of all the ways to enjoy a book, minds wander most when we're listening to someone else read it.

Via Karen Dietz
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Karen Dietz's curator insight, February 13, 2014 11:50 AM

Ooh ooh ooh -- this article is really cool! Add this to your arsenal about why oral or in-person storytelling is a higher leverage point than just audio stories.


This article makes the point that reading a story creates more engagement with it because more of the brain and body is engaged. We already know that oral storytelling is a whole brain/whole body experience that often trumps reading. The research shared here has important ramifications for anyone producing content.


The researchers demonstrate that people who listen to stories (like podcasts or books on tape) are more easily distracted. That means your ability to connect, engage, and shift perceptions is compromised. And compromised a lot, according to this research.


Enjoy digging into this research and learning more about how to better leverage the power of storytelling.


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

Miriam Gilbert's curator insight, February 14, 2014 9:54 AM

Very interesting: comparing the impact of reading vs listening to a book. Not sure I completely agree - the comments are worth noting, too!

Kim Adamof's curator insight, February 14, 2014 11:03 AM

Storytelling via listening - how can you tell your story to get people to want to listen?

Rescooped by John van den Brink from Just Story It! Biz Storytelling
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Mastering Story to Completely Transform Your Business--How To

Mastering Story to Completely Transform Your Business--How To | AtDotCom Social media | Scoop.it
What’s the secret to standing out online? How do you build authority and find those prize customers you covet? How do you really make it in the online jungle?

Via Karen Dietz
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Karen Dietz's curator insight, November 12, 2013 10:54 AM

Here's a terrific article from Copyblogger and Craig McBreen about the critical pieces to pay attention to for creating business success with storytelling.


It is a great synopsis of a number of articles I've curated here. There's everything from how to rethink your relationship with your customers, who the real hero is, pain points, and patience.


I only have one BIG caveat -- the article only addresses HALF the equation: the telling side of things. The SECOND HALF of the equation is totally ignored: listening.


Telling and listening go hand-in-hand. In fact, it's darn hard to figure out which comes first. It's a real chicken-and-egg syndrome. Before you can tell a story, sometimes you have to listen to a few first. And you have to listen for how to tell the story in real time so it can shift and change to connect with the audience in front of you at that moment.


Don't make the mistake of thinking like old-school marketing -- that storytelling is about pushing stories and messages out to people. Storytelling is about drawing people in, and listening to their stories too. Intimately knowing your customers stories is a huge factor in building a successful business.


So go dig up the other articles in this collection on listening and evoking stories so you get the whole picture. And remember: it's not only about telling!!


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

Jessica Kelly's curator insight, November 12, 2013 3:45 PM

First, understand the power of storytelling. Next, build your story around your customer's pain point(s)--and court your customer well.

Carol Sherriff's curator insight, November 14, 2013 5:12 AM

Tips on storytelling in a business context. Points are useful for coaches and facilitators helping their clients work with stories. If in doubt we always use a version of the 'Heroes' Journey' which is an archetypal story of change, transformation and sharing gifts.

Rescooped by John van den Brink from Just Story It! Biz Storytelling
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When Good Storytelling Goes Bad - Biz Myth Busted!

When Good Storytelling Goes Bad  - Biz Myth Busted! | AtDotCom Social media | Scoop.it

What we discovered was that neither the Yale nor the Harvard study actually exists. There is no evidence that the studies took place and no papers were ever published. Yet the "goal-setting to-money" study is a particularly imperishable business myth that has circulated for several decades. It persists despite sound debunking efforts on the part of entities such as Fast Company, which conducted an in-depth investigation of the myth in 1996.

 

Here's an interesting piece about phantom research, business mythology, and evaluating the research stories we hear.

 

It's a good and interesting read -- not so much about being skeptical, but questioning and thinking carefully about research that is presented to us, particularly when it is imbedded within a story.

 

No question -- it's a tricky dance. The best way to convey data is through a story -- doing so builds trust credibility, believability, and emotional connection. The easiest way to manipulate and skew research is through the stories you tell about it. 

 

What to do? Obviously for the teller it is to represent the research accurately.  In presentations when I talk about story research, I always offer the original research up for review for any listener who wants it.

 

For the listener, it's to check the research you hear about. Don't accept it unquestioningly. Ask for the original document.

 

Now go read the article to discover what popular biz myth was busted!


Via Karen Dietz
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Rescooped by John van den Brink from MarketingHits
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Biz Storytelling: 33 Laws of Content Marketing Success

Biz Storytelling: 33 Laws of Content Marketing Success | AtDotCom Social media | Scoop.it

There has been a lot of fuss about content marketing and how to make it work if you're a business. In frank and concise language, Marcus Sheridan explains how content marketing is based on "principles" in this slide show-- and is not a fleeting strategy that will come and go with time. 

If your company is truly trying to embrace content marketing and get results, there is no better starting point than these 33 laws herein.


Via Karen Dietz, Brian Yanish - MarketingHits.com
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Janet Tillotson's curator insight, February 3, 2014 1:12 AM

Creatove waus tp sharing through social media, blogs, ebooks, and the like...

John M. Lee's curator insight, February 3, 2014 4:06 PM

Speaking words of wisdom...

Paul Dixon's curator insight, February 4, 2014 1:54 AM

It seems to me that the more you learn the more there is to learn.

Read books to gain the edge.

A lot of the information learnt is common sense but means nothing unless put in action. JUST DO IT.

Rescooped by John van den Brink from Just Story It! Biz Storytelling
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How to Really Understand Someone Else's Point of View

How to Really Understand Someone Else's Point of View | AtDotCom Social media | Scoop.it
It's a necessary prerequisite for persuasion. (Good post on how to understand another's point of view.

Via Karen Dietz
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SooJin-Stella Lee's comment, April 30, 2013 7:08 AM
Thank you ^^ I definitely need these sort of information. And I learend lots of things from your strategies to do well in scoop.it.
Karen Dietz's comment, April 30, 2013 11:47 AM
My pleasure Soo-Jin. Keep up the good work!
Alison D. Gilbert's curator insight, May 2, 2013 4:24 PM

Put yourself in the other person's shoes.

Rescooped by John van den Brink from Internet Marketing Strategy 2.0
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Knowing How To Listen Closely Is More Valuable (Economically) Than Knowing How To Sell

Knowing How To Listen Closely Is More Valuable (Economically) Than Knowing How To Sell | AtDotCom Social media | Scoop.it

Robin Good: If you are still thinking about marketing as the most efficient and direct way to make your customers buy from you, it is time to start reconsidering this approach.

 

Going for the sell, sell, sell approach has worked for decades and for millions of sales people, but now, the most effective and durable way to make your business thrive, is once again the one that requires no thinking: don't think about selling, think about helping and listen closely to what your potential customers want.

 

That's all there is to it: make yourself accessible and truly helpful.

 

To exemplify what it takes, the short story of Eydie Stumpf may help you out: "When I first moved to California in 1998, I worked as a car and truck sales person.

 

Never having sold anything in my life, this was a completely new world for me.

 

The goal, as was explained to me, was to put every person who walked onto the lot into a vehicle — period.

 

The sales manager trained me and provided me with various scripts that I was to use to overcome objections.

 

Every morning we began the day with a sales meeting and afterwards, the sales team marched into the trenches with the words sell, sell, sell, throbbing in our heads.

 

After about a week on the job, a team member approached me. He bluntly told me that I would never make it as a car sales person.

 

“You’re too nice”, he said.

 

“You can’t make friends with the customers. They’ll never buy from you.”

 

Morale of the story:

 

"Relationship marketing is not just for social media.

 

Build relationships using your blog, email marketing, and offline events like networking groups, business expos, mixers, and speaking opportunities.

 

Online or off, attract loyal customers by allowing them to know who you are, know who they are, and enlighten them with the priceless information you have that can solve their problem."

 

Good reminder. 7/10

 

Full article: http://www.pe.com/business/business-columns/ask-eydie-headlines/20120421-advice-social-media-and-e-mail-marketing-for-small-businesses.ece ;


Via Robin Good
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