Just Story It! Biz Storytelling
191.3K views | +15 today
Follow
Just Story It! Biz Storytelling
Growing leader's impact, influence and income through the power of business storytelling                  www.juststoryit.com
Curated by Karen Dietz
Your new post is loading...
Scooped by Karen Dietz
Scoop.it!

How GE Has Business Storytelling Right: You Can Do The Same

http://futureofstorytelling.org/video/mind-share/ See the rest of our 2014 FoST films here: https://www.youtube.com/playlist?list=PLs6Vd3jEmIsvQTuwyNo6KaILrA...
Karen Dietz's insight:

This is a terrific 4.22 minute video by Beth Comstock at General Electric (GE) explaining how and why they do storytelling. GE does a masterful job at business storytelling and are a great example to follow.


GE has their heads on straight about what makes an effective business story, which Comstock goes over here. Watch this video and take notes on what they are doing. Then do the same for an awesome 2015.


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

more...
José Antônio Carlos - O Professor Pepe's curator insight, January 13, 2015 7:13 AM

Storytelling levada a sério, por quem leva a inovação a sério. Vale a pena assistir com atenção. 

Miklos Szilagyi's curator insight, January 13, 2015 10:07 AM

Excellente model (even an ad) for storytelling...:-)))

Scooped by Karen Dietz
Scoop.it!

How GE Wins Big With B2B Corporate Storytelling

How GE Wins Big With B2B Corporate Storytelling | Just Story It! Biz Storytelling | Scoop.it
“Behind every person, behind every company, behind everything, is a story of how it got there – and the most relevant stories connect on a personal level.” Beth Comstock, CMO of GE. The above c…
Karen Dietz's insight:

Article Link: http://bit.ly/1yZ5TQW 


Ahhhhh -- here's an article that is music to my ears!


It's all about how GE is working with the principles of storytelling to provide buyers more than just information about product specifications. GE is deliberately working with stories to create the human connection with each other that we all desire.


How do they do that? This article, written by Tony Zambito for the Business2Community blog explains a lot about their approach. Like spending lots of time on listening first. Yeah!! That is a foundational skill for storytelling and a key commitment for GE.


There are 4 other story principles GE follows. I love "learn imagination". Another thing I like about this article is that there is not a distinction made between corporate storytelling and brand storytelling -- they are viewed as one and the same here, not discrete activities. Thank heavens.


Read more about how GE approaches its storytelling. You too can use the same principles with the same great results.


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

more...
Clayton Bye's curator insight, October 23, 2014 10:10 AM

More and more businesses are hiring writers to create stories about their products or to create stories for their customers, whether that be for a product or for a company blog or web page..

Suggested by Maegan Anderson
Scoop.it!

No Story Will Save You: Avoiding 4 Major Boo-boos in Sales/Marketing

No Story Will Save You: Avoiding 4 Major Boo-boos in Sales/Marketing | Just Story It! Biz Storytelling | Scoop.it

 When you make certain actions in sales and marketing, there is no gray area – only right and wrong.

 

 

Karen Dietz's insight:

In all of the hype around business storytelling -- tell a story and all of your problems will be solved -- it is important to know that even if you share the most amazing story, if you make these 4 mistakes you are still toast.


This article by we don't know who (now that's irritating!) frames the 4 mistakes businesses make for B2B companies. But they apply to all of us.


I'm going to add a 5th boo-boo: not signing your blob post. If you want to build trust and authenticity, put your %!#& name on your blog post. Don't make people hunt for it. Don't post a blog post anonymously, or post an article that gives the impression it was generated by some no-name group in a back office somewhere. Why folks think an article has to reflect the combined voice of a company (hence, no name attached to an article) is beyond me. In this day and age, we want to know there is a real live person behind the article, TYVM.


OK -- I'm over my cranky moment. Enjoy the article and your day!


PS -- and many thanks to fellow curator Maegan Andie @Maegan_Andie and http://www.scoop.it/u/maegan-anderson?sc_source=mail&_tmc=ZRJGfI8CSF99UGR7TR0fueRy6opT0FEIkpC1C1EQYow for finding and suggesting this article!


This review was written by Karen Dietz for her curated content Just Story It at www.scoop.it/t/just-story-it

more...
Maegan Anderson's comment, August 23, 2013 3:33 AM
Hi, Karen. Thanks for reading! I couldn't agree more on that, content is created by the thoughts and sentiments of the author, it is not a generated "body of text"; otherwise, it will lose its authentic value.
Karen Dietz's comment, August 23, 2013 1:37 PM
Hi Maegan! Yep, it happens too often and I'm noticing that either the post does not have an author's name attached to it, or I have to go hunting around the site for the author's name, which is a total pain. I wish more authors realized that their name needs to be right on the blog post. I appreciate you chiming in!
Scooped by Karen Dietz
Scoop.it!

They are not for everyone: Tips for crafting B2B client success stories.

They are not for everyone: Tips for crafting B2B client success stories. | Just Story It! Biz Storytelling | Scoop.it

"I learned that no single story – or any piece of content marketing – works across the board, even for a select group of 400 sales people – let alone a market segment of 10,000 potential customers."

Karen Dietz's insight:

Author Tim Keelan of StoryQuest writes a great article here about ways for ANY business to think about its storytelling.


Namely, that stories are universal, but no story is universal.


That means creating really targeted stories.


Keelan has lots of insights to share with us about this truism, and ways to get it done.


If you want to be a sharper storyteller -- one who is able to grow their business through sharing stories -- then you will want to read this article and follow Keelan's advice!


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

more...
No comment yet.
Scooped by Karen Dietz
Scoop.it!

More Effective B2B Content Marketing with Storytelling, Positioning & Personas

More Effective B2B Content Marketing with Storytelling, Positioning & Personas | Just Story It! Biz Storytelling | Scoop.it
Free B2B buyer persona development tool Just as every B2B company stakes a claim to a market position, each of them has a story to share. The challenge is
Karen Dietz's insight:

I think this article is a bit disjointed and confusing, but I scooped it anyway because of 2 pieces:

  1. The free B2B buyer persona development tool.
  2. The end of the article where the author talks about the 6 mistakes B2B marketers make when telling stories.


Buyer personas are not mentioned in the article, but go grab the free tool.


The list of mistakes is right on. I also like the insights in the section on Story Drivers where author Lee Oden talks about consistency and keeping stories fresh.


There may be other tips and insights you glean as you read the article plus the comments. For me, maybe I just need more coffee today to get my neurons firing!


Let me know your take-aways.


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

more...
No comment yet.
Scooped by Karen Dietz
Scoop.it!

B2B Sales and Storytelling: 3 Insights For Why It Works So Well

B2B Sales and Storytelling: 3 Insights For Why It Works So Well | Just Story It! Biz Storytelling | Scoop.it
Imagine if your salespeople could shine a light of insight on today’s empowered customers so that they no longer underestimate the cost of the status quo and the benefits of change.
Karen Dietz's insight:

When I comes to the powerful connection between B2B sales and stories, I don't know how it could get any plainer than this post.


Colleague Michael Harris, who specializes in sales through story, clearly explains why stories turn to gold during the sales cycle. And he shares stats to back him up! Gotta love that.


What I also like about how Harris writes about story and sales, is that he never comes from the very simplistic and short-sighted transactional position of "Let me tell you a story and you will buy my product." If it were that easy, we'd all be rolling in piles of money.


Instead, Michael talks about how stories provide insights, and there is a specific place in the sales cycle for stories. Trot out a story too soon, and it falls on deaf ears. Share a story too late, and the customer is already shoving you out the door.


Then there's the whole story crafting thing. Lousy story, lousy results.


But I wax on. Go read Harris' 3 points about story and sales, grab his graphic to get his points visually, and then hang out with his blog and other goodies to get your stories ship-shape for sales situations. Oh yeah, and enjoy the $$ you'll see in return if you make the investment in stories :)


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

more...
Art Jones's curator insight, November 11, 2014 10:50 PM

Excerpt:

"If salespeople want to sell value, 70% of executive buyers said that the best way for salespeople to provide differentiation that they trust is by sharing customer stories."

Scooped by Karen Dietz
Scoop.it!

B2B Case Study 'Stories': Get Beyond Boring Please!

B2B Case Study 'Stories': Get Beyond Boring Please! | Just Story It! Biz Storytelling | Scoop.it
B2B case studies that move beyond boring "Situation, Action, Results" formulas and use storytelling will engage readers and buyers.
Karen Dietz's insight:

Yes, I agree with my colleague Andrew Nemiccolo, the author of this article -- most business case studies are BORING boring boring.


Good grief -- you'd think by now after all these years of business storytelling work (since late 1990s), we wouldn't find case studies that are not stories. It's sad but true -- we find them aplenty.


Nemiccolo has written a nice piece here about how to get out of the boring case study rut based on a very outmoded structure. He's got a good example of what we typically see. Nemiccolo then poses some questions about the example to turn it into a story.


Get with the program folks! Read this article and re-write  your case studies so you can get more traction. Don't leave business on the table with case studies that will put your readers to sleep.


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

more...
No comment yet.
Rescooped by Karen Dietz from How to find and tell your story
Scoop.it!

Cut through info overload with effective storytelling [infographic]

Cut through info overload with effective storytelling [infographic] | Just Story It! Biz Storytelling | Scoop.it

How do you make the voice of your business heard over the din online? By telling your story.  Take a look at the full infographic to see the process broken down into five easy steps:

1. show, don't tell

2. make sure your message doesn't get skimmed

3. manage information for your audience

4. don't let your brand get lost in marketing overload

5. don't let your information get lost in different places


Via Kim Zinke (aka Gimli Goose)
Karen Dietz's insight:

What a great infographic showing how storytelling on the web cuts through the clutter and overwhelm! Many thanks to fellow curator Kim Zinke for finding and sharing this gem.


It is designed for B2B audiences, but works for B2C folks just as well.

more...
Karen Dietz's comment, July 25, 2013 1:40 PM
Glad you like it Samuel!
Bad Spoon's curator insight, July 26, 2013 1:59 AM

Les avantages du storytelling dans un environnement marketing B2B surchargé, sous la forme d'une infographie

Grondin Samuel's curator insight, July 26, 2013 2:57 AM
Comment faites-vous la voix de votre entreprise entendu dans le vacarme en ligne? En racontant votre histoire. Jetez un oeil à la pleine infographie pour voir le processus décomposé en cinq étapes faciles:

1. montrer, ne pas dire

2. assurez-vous que votre message ne soit pas écrémé

3. gérer les informations pour votre auditoire

4. ne laissez pas votre marque se perdre dans la surcharge de commercialisation

5. ne laissez pas vos informations se perdre dans des endroits différents
Scooped by Karen Dietz
Scoop.it!

How to Tell a Visual Story (Even You, B2B): A Marketer's Guide

How to Tell a Visual Story (Even You, B2B): A Marketer's Guide | Just Story It! Biz Storytelling | Scoop.it
Content - As storytelling becomes more and more part of marketing, another trend is coming clearly into focus: Brands are becoming more visual. Businesses that aren't ready for this visual revolution will ...
Karen Dietz's insight:

This is quite a meaty article on ways B2B -- or any organization -- can capitalize on visual storytelling.


There are lots of ideas and examples here to get you started. And great advice, too. The SlideShare doc has good next steps to implement. And for the next 90 days, the entire presenation from the conference that generated this article is available free online.


The stats that are shared I've seen around a lot, and curated an article on the chart in this article when it first came out a few months ago. But the data is still valid!


I love the tip: show how your product lives in the world. Don't just show the product or service -- show it in action, with real live people.


There is a lot more here and tons of links to click through for more info. Have fun exploring and getting your visual storytelling together or upgraded.


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

more...
No comment yet.
Scooped by Karen Dietz
Scoop.it!

For B2B Marketers, Building Relationships Trumps Blanket Approach - Story & Marketing

For B2B Marketers, Building Relationships Trumps Blanket Approach - Story & Marketing | Just Story It! Biz Storytelling | Scoop.it
Content marketing is moving up the chain in importance for marketers, and that holds especially true for those in the B2B space.
Karen Dietz's insight:

OK -- here's another back-end approach to why storytelling is critical in business2business (B2B) sales and where companies can leverage stories for maximum value.


Yes, we know that sharing stories is the best process a business can use for creating relationships.


This study show how to use those stories (see the second chart):

Creating content based on specific business needs and solutions comes out on top. 74% of respondents say they create content based on these. So focus your storytelling here!


The rest of the chart is just as helpful. Here are a few:

  1. Craft your stories specific to industries or company types you are targeting.
  2. Create product descriptions in the form of stories.
  3. Develop buyer personas and then tailor your stories to them.


The third chart explains the respondents long-term online marketing strategy -- and this mirrors the points above.


Now here is the kicker: over 50% of B2B marketers said they didn't really know who they were targeting, or who they could sell to. LOL -- some days I feel the same! If you find yourself in that place, you are in good company. 


The take away is to keep figuring these 2 pieces out as you fine-tune your marketing and your stories -- they do inform each other.


Overall, there is great information here to help you market better with stories in 2013.


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

more...
No comment yet.

Just Story It Newsletter

Sign up for my rather infrequent newsletter