AdAge.comMagical Mystery Tour: Hegarty Book Delves Into Creative ProcessAdAge.comI share Mr. Hegarty's belief that storytelling is central to the art of communication and his view that we haven't yet found good ways to tell stories in new media.
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Scooped by Karen Dietz onto Just Story It |
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All the best info on storytelling to lead and grow your biz. Contact us today! (619) 235-0052
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Storycode is a non-profit community hub for independent cross-platform storytellers and an incubator for their projects. We are proud to host a community of creators who share their projects in great detail. Our creators share both successes and missteps in their process with a candor that members find invaluable. StoryCode documents these process-driven presentations, serving as a repository of cross-media project case studies. Oh, no -- what a missed opportunity! And full of irony, to boot!! When I stumbled on this page by Storycode (an organization devoted to immersive storytelling) and their page of case studies I thought, "Oh goody! Cool stories about cool story projects!" Then I read the case studies and was so disappointed. I had to keep drinking my coffee to stay awake while plowing through the descriptions -- not stories! -- of these amazing interactive story projects. Hence the irony. I was sooooooo disappointed! What's the take-away here? Well first, go check out the videos of these really interesting/fun interactive storytelling projects. Think about ways you can use these ideas and tools in your biz storytelling. And hang out with their community. Second, please please please don't get stuck thinking there's a model for case studies to follow that is as boring as these. Third, write storied case studies that share experiences and engage the reader. Or don't use case studies at all and just tell the story about the project. There is nothing sacred about case studies. Storycode is doing great work out there in the world. If you want to hang out with a community devoted to immersive interactive storytelling, then check them out. This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it Delete the scoop?
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Traditional advertising can get lost in the daily media blitz. Give people what they really love: stories. Yes, absolutely. I like this article because it covers all of the 'why' questions -- about why you would use case studies. These are really good points showing how they are a powerful marketing tool. The author then shares the 'rules' to follow to create your case study. Well, they are OK as far is it goes. But here are the critical rules that were left out:
If you miss including these three rules, you will create case studies that are dry dry dry as toast and as boring as watching grass grow. And frankly, boring case studies are the norm in business. I deal with this every single time with my clients. So follow these 'rules', but make your case studies come alive as stories using all the storytelling tools available to you. That's the way to stay out of the quicksand and bring more customers knocking on your door. 
Karen Dietz's comment,
March 7, 2012 10:55 AM
Thank you for re-scooping this article! Have a great week -- Karen
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If you enter the phrase “storytelling as a marketing tool” into Google search, you will get 1,650,000 results. Obviously a lot of people are talking about the value of storytelling in building awareness and trust for your marketing message. Well, the title is an excellent question. And the author has the right idea in the solution he offers. But then everything goes haywire. Yes, a case study is one way to tell your brand story. And the author makes good points about why. Yet the key elements he identifies for a case study will most likey generate text that is dry as desert sand. You'll get a half-baked promo and not a story. So what do you do? Check out this article: http://terribleminds.com/ramble/2012/05/08/25-things-writers-should-know-about-creating-mystery/ I didn't curate this piece because the translation from this post for writers to the business world would have taken a long time. However, pay attention to at least these points (the others are great too): #3 -- the case study elements in this post will read more like a news piece. Avoid this at all costs. #4 -- the audience wants to work. Effective storytelling is about connection and engagement. People want to work for the story. Follow the advice here. #9 -- Sue Spence & the Mystery Squad. Create suspense & mystery (yes! even in your biz stories this is critical). It is not hard. #14 -- have a plot and a character OK -- there are more insights in the second article. Not all the points in this second article apply to business storytelling, but they sure will get you a lot further along than the original advice about how to build a case study. And you'll have a lot more fun in the process! Delete the scoop?
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