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Stop Imposing Your Brand Story On Your Audience!

Stop Imposing Your Brand Story On Your Audience! | Just Story It | Scoop.it
From blog.corporatestoryteller.be - October 29, 2012 10:35 AM
Oh boy, oh boy, oh boy. So you have hit upon an idea – A Killer Idea – one you want to share with others and let others seek guidance from it.


To help us with our biz stories -- or stories to launch a product or service -- my colleague Raf Stevens has written this terrific post.


This article helps us put flesh to the bones from the ideas presented in the earlier article on using stories when launching a product or service: http://www.scoop.it/t/just-story-it/p/3126539298/to-successfully-launch-a-product-you-have-to-tell-a-compelling-story 


What to take away from this article? Stop using stories to blast your message and start crafting your biz stories from the life of your customer or prospect.


Raf includes great examples and clear thinking about this so go read his piece so you can start crafting real and emotionally engaging business stories to tell.


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

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How to Really Understand Someone Else's Point of View

How to Really Understand Someone Else's Point of View | Just Story It | Scoop.it
From blogs.hbr.org - April 25, 2:03 PM
It's a necessary prerequisite for persuasion. (Good post on how to understand another's point of view.
Karen Dietz's insight:

It's easy to say, "Hey, just tell a story and you'll start a relationship."


But if our stories do not connect to the person's real needs and issues, we are whistling in the wind.


So understanding your audience -- whether as an individual or as a group -- is critical for your biz stories to make a difference.


Which is why I selected this article. I don't find too many posts on this topic, which is one reason why I brought it in to this collection. And it is also a really good article.


The authors provide specific steps and questions to ask that will allow you to connect more directly with your audience. They will come away from the convesation/story sharing with you saying, "He/she really got me!" That's a double-entendre by the way :)


I hope you get some great ideas from this article, and that your influence skills continue to soar.


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

SooJin-Stella Lee's comment, April 30, 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, 11:47 AM
My pleasure Soo-Jin. Keep up the good work!
Alison Gilbert's curator insight, May 2, 4:24 PM

Put yourself in the other person's shoes.
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Want to design great products/services? Start with storytelling!

Want to design great products/services? Start with storytelling! | Just Story It | Scoop.it
From gigaom.com - April 16, 11:53 AM
It’s not uncommon for designers to confuse a beautiful looking product with one that works beautifully. A great technique for creating smarter, better products is to approach them using story-centered design.
Karen Dietz's insight:

What a great post that everyone can use to help them design their product or service better -- starting out with the customer experience.


How do you get at the customer's experience? Well, by talking with customer first. Then by using storytelling and story techniques to design your product or service based on how people interact with it.


Not sure how to get started? Then this article by Braden Kowitz will help. He makes some great tips you can start playing with. The article is not a step-by-step how-to though, which is unfortunate. But it will allow you to begin the process and make some discoveries as you go along.


Many thanks to fellow curators Giuseppe Mauriello and Baiba Svenca for both suggesting this article to me!


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

Karen Dietz's comment, April 18, 2:55 PM
I agree GplusSage! More businesses need to think about doing this for their products and services from the customer's perspective. Thanks for your comment.
Karen Dietz's comment, April 18, 2:55 PM
Thank you so much Alison! I appreciate the shout-out. You made my day :)
Tom Tabaczynski's comment, April 21, 11:14 AM
Interesting.
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The Drivers Of Brand Storytelling Strategy: Branding Strategy Insider

The Drivers Of Brand Storytelling Strategy: Branding Strategy Insider | Just Story It | Scoop.it
From www.brandingstrategyinsider.com - January 10, 2:28 PM
Customers own the story of the brand now. What brands say is far less important than what brands actually do to serve the well being of the faithful. Whereas before, the brand conversation was based on delivery and interruption, successful...
Karen Dietz's insight:

What a great article that goes a long way in de-mystefying brand storytelling!


I particularly like the emphasis on brand storytelling creating deep affinity if done right, that chemistry is part of the equation, and that it is a strategic imperative, not a promotional tactic. 


With these attitudes in mind, this brings brand storytelling out of the realm of mere transaction into an ongoing relationship between company and customer.


The authors Derrick Daye and Brad VanAuken then go on to talk about the drivers of brand storytelling: purpose, method, and opportunity.


I wish they had included company examples -- good, bad, or indifferent -- to illustrate their points. Nevertheless, their article does help us all know the steps we need to take to either create or further enhance our brand storytelling.


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

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Using Story to Weave Emotionally Engaging Customer Experiences

Using Story to Weave Emotionally Engaging Customer Experiences | Just Story It | Scoop.it
From www.scoop.it (via @jctf) - December 18, 2012 12:55 PM
Using the power of storytelling, organizations can create not only more seamless cross-departmental interactions, but create more emotionally engaging customer experiences.
Karen Dietz's insight:

Here is what I really like about this article:

It encourages enterprises to think about how customers interface with their organization, and to re-craft those interactions through the lense of storytelling. 


Why? To provide customers engaging experiences, who will then turn around and tell great stories about your organization -- building raving fans.


Fabulous! This is quite a unique perspective in corporate storytelling -- and a much needed one. Following the tenents suggested here may not be easy, but will be worth it in the long run.


This is a meaty article that will take a few more minutes to digest. If you are an influencer in a larger company or a consultant to one, then this article bears paying attention to.


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

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Story Selling in A Winning B2B Integrated Marketing Campaign

Story Selling in A Winning B2B Integrated Marketing Campaign | Just Story It | Scoop.it
From www.fastcompany.com - November 13, 2012 10:04 AM

I've rescooped this article from fellow curator John Kratz because I thought it was so good. It is a great example of how a company ramped up business once it started sharing stories of its customers -- with customers as the heros. Take notes folks! And thanks John for finding and sharing this article.


The year is 2008 and you are in the Financial Services Business.

 

"How do you turn a quiet, sales-driven organization into a B2B marketing powerhouse?"

 

"Consider the story of Lincoln Financial Group, a traditionally sales-centric organization... The 106-year-old financial services, insurance, and annuities company..."

 

"Lincoln Financial had previously conducted research showing that the more people take charge of their lives, including their finances, the better they feel about the direction of their lives."

 

"While others in the category seemed to be drawn to using fear in their advertising, we felt the time was right to try a new, more optimistic approach."

 

"...the campaign showcased a video of women of all ages showing how they take charge of their lives and provided educational content to help women do just that. The PR focused on the research results. The Chief Life Officer ads continued the "take charge, optimistic theme," which was reinforced in social media.

 

"And how has the integrated campaign done?"

 

Read the success story here:

http://www.fastcompany.com/3002425/creating-winning-b2b-integrated-marketing-campaign


Via Ken Jondahl, John Kratz
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What I Brought Home -- Biz Story/Engagement Example

What I Brought Home -- Biz Story/Engagement Example | Just Story It | Scoop.it
From www.nytimes.com - October 22, 2012 10:05 AM
See photos of your souvenirs and the stories behind them.


Well, here's nifty little example of customer engagement with storytelling. It's the New York Times curating little anecdotes from readers about travel souveniers. The pieces are short and quick, and each one has a photo attached of the souvenier.


What a lovely way to connect and hear from their readers!


Now -- can you do something similar in your business?


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

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Marketing Is Dead -- Story Is Now

Marketing Is Dead -- Story Is Now | Just Story It | Scoop.it
From blogs.hbr.org - October 2, 2012 10:29 AM
In our social media-infused world, traditional marketing logic just doesn't work.


I had earmarked this article to share with you awhile ago and just found it again when cleaning up my emails. Better late than never!


Here's what I love about this post -- it makes no bones about the fact that marketing is changing. And if you haven't gotten with the program, get on board quick!


Now, I don't agree that ALL traditional marketing techniques are dead. But the author Bill Lee sure does make a great case explaining how things are changing. And his statistics are riveting.


And I also like that he shares with us what we need to do to stay with the curve:

  1. Getting into community marketing
  2. Identify and promote customers that bring value (and not just based on how much they buy)
  3. Help your customers build social capital
  4. Involve your customers in creating solutions together


What's story got to do with it? Stories are the way the points above happen. It's all about the stories you share, listen to, promote, ask for, engage with, and retell. And hint hint -- these are your customer stories mostly!


Go read the article for all of Lee's insights. This will post will definitely get you thinking differently.


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

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Storytelling by Design

Storytelling by Design | Just Story It | Scoop.it
From www.hotelinteractive.com (via @MaliRdiez) - October 1, 2012 11:39 AM
If you want a seamless guest experience your hotel needs to have a story Heres an example how to turn story ...


This is a quick yet very insightful article linking the interior design of a hotel, storytelling, and women's liberation.


"Whaaaaattttt??!!" you say. Yep. It's a perfect example of how a hotel got creative and leveraged storytelling in order to market themselves more effectively, and increase sales.


The post about a New York City hotel that originally opened as the Hotel Martha Washington. It was the first hotel in the country specially designed for women only. Based on the the building's history, the new owners of the hotel created a persona that typified women who stayed at the hotel.


From there they created interior designs that connected together its history, the contributions of 12 women to our world, their identified persona, and their marketing efforts. Brilliant!


I love how this company translated storytelling into the physical world through its interior designs. More companies need to be doing this for enhancing both employee and customer experiences/engagement.


For all the details, go read this article. Like a chocolate truffle, it's small but rich with a lasting impression!


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

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Igniting Word-of-Mouth Marketing With Storytelling

Igniting Word-of-Mouth Marketing With Storytelling | Just Story It | Scoop.it
From saydaily.com - April 24, 7:25 PM
Storytelling is by far the most underrated skill when it comes to business. Gary Vaynerchuk, master marketer and entrepreneur Even...
Karen Dietz's insight:

What a succinct piece this is showing the significance of story sharing to promote word of mouth marketing. Which we all love and desire.


The author, Jon Thomas, gives us nice stats of results companies have experienced using stories. And I like his point that in the old advertising model, 2% conversion was the goal. Today it is 100% engagement, and that word of mouth marketing through storytelling is the way to get there.


He then goes on to talk about how to create a brand narrative. That piece of the article is a bit more conceptual with less how-to tips. But what I do like is how he suggests sharing biz stories, and then gives examples.


Near the end of the article Thomas discusses the leap companies need to take to really stimulate word of mouth marketing. It is part of offering an experience that people will share stories about. I like how that gets me thinking!


The examples shared here are really good, and I know you will benefit from them. Yeah for word of mouth marketing!


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

OsJob's curator insight, April 26, 12:17 PM

#wom
Alison Gilbert's curator insight, May 2, 4:08 PM

I love storytelling, listening and telling.
Debbie Oveland's curator insight, May 12, 9:58 AM

Storytelling is the most effective management of your niche, your brand, your life  Please read.
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For Real Influence, Listen Past Your Blind Spots During Story Tending

For Real Influence, Listen Past Your Blind Spots During Story Tending | Just Story It | Scoop.it
From blogs.hbr.org - April 12, 10:13 AM

"More than ever before, people see through the self-serving tactics and techniques that others use to persuade them."

 

"They don't like being pushed, played or nudged to comply, and they resist and resent agenda-driven influencers."

 

"The alternative is to use real influence to inspire buy-in and commitment."

 

"To invite genuine buy-in and engagement, we need to listen with a strong personal motive to learn and understand." by Mark Goulston and John Ullmen

 

Read more: http://blogs.hbr.org/cs/2013/03/for_real_influence_use_level_f.html


Via Ken Jondahl
Karen Dietz's insight:

It's the week of listening!


Here's the 3rd article in 2 days about ways to improve our listening skills. Well, all I can say is, it must be time to focus on listening :)


This is what I love about this article that fellow curator Ken Jondahl found: it talks about the 4 types of listening we typically do. And how to avoid those experiences. And how to engage in the kind of listening that does produce powerful insights and results. Yeah.


So go listen better and have fun practicing this weekend!

Ken Jondahl's curator insight, March 24, 6:24 PM

The authors discuss all 4 levels of listening and how the first 3 fall short.

 

In sales and marketing the power of story comes alive when we truly listen to our customers using level 4 as described in the article. However, there are many things which get in the way.

 

If you are in sales or marketing, think about how the customer feels when we do not "tend their story" using level 4 and what bad things can happen. Think about your good and bad "buying" experiences.

 

Was the person actively listening to your issues and needs? Or were they focused on something else?

 

To receive a story in sales, be prepared to go first and share a relevant story. Then actively listen and connect with the person telling their story in return.

 

In story selling, to "positively influence change" we need to build trust one story at a time. Just remember, the majority of these stories should be those of the customer.
Karen Dietz's comment, April 11, 2:18 PM
Great article Ken! Thanks for sharing.
Ken Jondahl's comment, April 12, 4:07 PM
Definitely a gem, recommended by a friend.
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L.L. Bean: The importance of relationships [via storytelling] in CRM and social in CSR - Brian Solis

L.L. Bean: The importance of relationships [via storytelling] in CRM and social in CSR - Brian Solis | Just Story It | Scoop.it
From www.briansolis.com (via @HeliSirkia) - December 28, 2012 2:48 PM
Great example of the power of #storytelling -> L.L. Bean: The importance of relationships in CRM and social in CSR http://t.co/93Qtz6ua
Karen Dietz's insight:

This is a terrific example of how a company (L. L. Bean) is using customer stories effectively.


And the blog post is a great story!


Think about this for your own business or organization.


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

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How To Increase Your Conversions With Narrative Web Forms

How To Increase Your Conversions With Narrative Web Forms | Just Story It | Scoop.it
From blog.kissmetrics.com - November 24, 2012 8:08 AM
Online conversion forms like PayPal’s registration page (right) are invariably formatted exactly like printed forms such as this credit card application (left)—approximately as fun to complete as a hazing ritual, despite having exactly the opposite...


I love love love this article because it points to another new application for using narrative or story elements in your business. Specifically here -- by re-designing the web forms on your site. Or frankly ANY form you ask a customer to fill out. Who knew??!!


The examples here are terrific and so are the tips. It is a very thorough article and one you will get a lot from.


So go read it and start changing those forms!


Link to original article: http://blog.kissmetrics.com/narrative-web-forms/ 


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

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Stop Imposing Your Brand Story On Your Audience!

Stop Imposing Your Brand Story On Your Audience! | Just Story It | Scoop.it
From blog.corporatestoryteller.be - October 29, 2012 10:35 AM
Oh boy, oh boy, oh boy. So you have hit upon an idea – A Killer Idea – one you want to share with others and let others seek guidance from it.


To help us with our biz stories -- or stories to launch a product or service -- my colleague Raf Stevens has written this terrific post.


This article helps us put flesh to the bones from the ideas presented in the earlier article on using stories when launching a product or service: http://www.scoop.it/t/just-story-it/p/3126539298/to-successfully-launch-a-product-you-have-to-tell-a-compelling-story 


What to take away from this article? Stop using stories to blast your message and start crafting your biz stories from the life of your customer or prospect.


Raf includes great examples and clear thinking about this so go read his piece so you can start crafting real and emotionally engaging business stories to tell.


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

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Storytelling and Content Strategy

Storytelling and Content Strategy | Just Story It | Scoop.it
From www.socialmediaexplorer.com - October 19, 2012 11:14 AM
How to use two basic plots to define your business’ content strategy, while keeping the customer as the hero of the story.


I love this article! It puts anyone's content strategy into a fabulous storytelling context, and gives all of us a way to think about our websites from a narrative perspective.


The ideas here are very helpful and fun to play with. The author, Kat French, did a good job.


Using The Quest story format, you can easily share your customers stories.


Using The Boy Meets Girl format, you can evaluate your website and tell/share your biz stories much better.


The other blog post links at the end of the article look worthy of exploration also.


So go enjoy this delightful -- and helpful -- piece!


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

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What does your brand stand for? [infographic]

What does your brand stand for? [infographic] | Just Story It | Scoop.it
From www.storyati.com - October 2, 2012 9:09 AM
A brand is like the lead character of its own story.  And like any story character, brands  have values and beliefs that become associated with them through their actions.  The challenge for marketers is to characterize their brands first before...


Here's a terrific infographic from colleague Jim Signorelli that will help you create a persona for your business. Once you have a persona, it becomes much easier to target your storytelling and marketing/branding efforts. And connect more forcefully with customers.


There are 2 ways of finding your persona:

  1. Examine all of your stories and determine their common characteristics. Then look at Jim's infographic to refine and finalize those qualities. Create your persona based on your discoveries.
  2. Examine this infographic to determine which character/characters you think you/your business embodies most. Check it against your stories. Build your persona from there.

What is a persona? It is a descriptive profile of a typical customer that includes a character type/archetype, demographic info, and as much flesh and bones information you can collect to create a bit of a story about this customer -- their likes, dislikes, challenges, etc.


Thanks Jim for putting together this very helpful infographic.


And if you want to dig into this topic more -- and get even smarter about using archetypes for marketing/branding -- read The Hero and The Outlaw; Building Extraordinary Brands Through the Power of Archetypes by M. Mark & C. Pearson. It's one of my bibles :)


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

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