Just Story It

Wow -- what a great use of stories at Hopleaf bar in Chicago! This is one business who's doing storytelling right.

Here in San Diego, CA we have a hot hot hot micro-brew industry winning all kinds of awards. Now they just need to follow Hopleaf's lead and connect their stories to their beers to boost sales even more.

Hmmm...sounds like I need to take a wander down to my local pub Hamilton's (100 different brews available and counting) for a draft and to whisper in their ear :)

For your business, how can you do the same as Hopleaf?

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

I love this quick SlideShare program about what makes presentations rock that really packs a punch.

All my smart, capable MBA students struggle with creating compelling persuasive presentations. All of my senior executives struggle with the same.

So what would Steve Jobs do? How do you create a compelling presentation that brings results?

As this SlideShare shows us, it is all about distilling your presentation down to its core essence -- and then sharing it as a story, with stories, and with strong visuals. But there is much more to this program than that message -- so take a few minutes to flip through it and dig into its contents. You will be glad you did.

Wake up people's brains! Follow the rules given here. They work.

Yet if we know what to do, why don't we do it? Because it takes time, as this program says.

But think of it this way: can you affort NOT to invest the time when money and business and your reputation is on the table? Nope.

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

If you want a clear explaination of why marketing is all about connecting emotionally with prospects and customers, then this is it.

Even better -- the author Douglas Van Praet provides a 7-step process for us to craft marketing materials that connect emotionally.

That is what our biz stories SHOULD be doing. Sometimes they don't. You can use Van Praet's 7-step process to craft or refine your business stories so they can do the work you want them to do.

Van Praet also offers us a video as a terrific example of his Step #4 "Shift the Feeling". I know you'll like it.

Have fun with this one -- I hope it gets your creative juices flowing!

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

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 

Story professional David Lee once again shows us before and after examples of how a story can really improve a business's ability to connect with customers/prospects that results in growth.

And thanks to Letitia Fox of Canine Colors for being the guinea pig.

David shares a video of Letitia talking about her business at a conference. It's very conceptual and what most business owners do.

He then asks her for a story and everthing changes.

Now remember -- as you watch these videos -- they are both spontaneous expressions. They are raw.

Then David in his article points out additional improvements Letitia can make to share a more compelling story.

I bet you'll get aditional ideas for what Letitia can do -- and how you can improve your own storytelling.

Thanks David -- we all love these kinds of examples because they are so helpful.

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

This is a quick but very useful article about what NOT to do when beginning a story.

The post is geared toward creating sales copy -- on your website or promo materials.

And here is what I love -- the author, Nick Usborne, explains why 'hooks' often don't work and gives an example.

Then he shares an example of what does work. 

Beginning and ending a story are two areas where most people have trouble. Usborne helps us get started in our storytelling the right way.

In the end he elevates story sharing from a simple transaction (let me hook you so I can sell you something) to relationship marketing/sales (let's get to know each other so you can evaluate whether my product/service is a good fit for you).

Thanks Nick for these great insights and tips!

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

While this article focuses on reading, think of all the biz stories you tell in your content creation across platforms -- blogs, websites, emails, articles, presentations, videos, digital stories, and the like. 

The results will be the same. And the research holds true for sharing stories in person, too.

It is fascinating that the more a listener is engage in a story, the more empathy grows over time. People become more empathetic through storytelling.

What's the take-away here for businesses? If you want emotional engagement and people feeling empathy towards you and your company, share stories.

But not any old story. Share stories with characters they can relate to. If they can't relate, no engagement, no empathy. And it must be told in a way that people can connect to. In other words, deliver a story badly and you won't get the engagement, empathy, or result you are seeking.

Leaders need to know this when sharing stories about values, vision, change efforts, etc. Marketers need to know this for brand loyalty. Small businesses and entrepreneurs need to know this for relationship sales.

This is a very short article with powerful points. Even better, there's a link to the original research so you can really get all the insights.

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

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 

Now here's a very creative post! Author Vince Robisch shows us how we can take one of our biz stories, cut it up, and send it out in a series of emails.

Brilliant! This notion is not new, but I like how Robisch shows us how to partition the story into 3 parts that preserves the story arc. We now have an email series to send out.

It's a fun article to read and I think it will get your creative juices going. 

Have story will travel!

http://moderncopystudio.com/can-you-really-tell-your-brand-story-through-email/ 

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

What another great post from Rohit Bhargava.

You've gathered your stories, spent time crafting them, practiced them time and again, and then when you tell it to a customer or prospect, you bomb.

Arrggghhh!! How frustrating! So what's a biz storyteller to do? Read Bhargava's post and his 'Do Not Do This' list!

I chuckled when I read the 2 pieces of advice he finds people usually receive:

1. Tell more stories.
2. Use bigger fonts.

LOL -- neither one of these will work!

Find out where you are making your mistakes -- and go fix them. Thanks Rohit for putting this insightful article together!

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

Aaaarrrgghhhh!! See me running down the corridor screaming. I can't believe that this kind of material about storytelling is being shared -- and at SXSW no less.

I love John Hagel and his wriitings on biz storytelling. Gotta say though, I'm disappointed with this latest twist. Now I will say, I don't know exactly what Hagel said at the conference, and the article is someone reporting on/interpreting what he said.

According to this author, Sarah Skerik who was reporting on Hagel's presenation at SXSW, stories are out, narratives are in. Sounds like a marketing ploy to me.

Why? Because Hagel is saying that stories are not participatory, that they are told to the reader from the vantage point of the teller. Then the reader moves on to other things.

Whoa -- stop the trains! This perpetuates the myth that storytelling all about 'telling'. Story dynamics demonstrates over and over again that all stories are participatory. The medium determines the degree of participation. Writing is engaging -- just less so than oral storytelling. No one simply reads a story passively. A story is being created in the hearts and minds of the reader -- especially if it is a compelling one.

Any experienced well trained storyteller -- in business or otherwise -- knows that telling is only half the equation. Listening to the audience and creating a co-created experience is the real value of sharing stories. And the secret to using stories in business is the all about listening and story sharing. That means you are listening to the stories customers and prospects share with you in return. That is highly participatory!

Hagel's next point is that narrative trumps story because a narrative can be never ending but stories stop -- narrative is always evolving, and promotes participation/engagement.

What a false dichotomy! All stories evolve and are shaped over time. Your core biz stories evolve if you are doing the story sharing and listening thing right. Your biz story -- made up of smaller stories -- is always emerging.

If we are going to talk of narrative at all, your business narrative is the accumulation of all of your business stories. And they are always in a dynamic flow, especially if you are building stories together with your clients/customers.

In the end we agree -- business marketing is moving into living brand streams. Based in clearly understanding story dynamics. Not through making these distinctions as Hagel that creates a false mythology about business storytelling.

Bottom line -- we are both saying that listening to your audience, co-creating stories, and leveraging participation are the real functions of business storytelling. That's where you need to pay attention.

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