You know it, I know it, and even if you're as cynical as I am about shiny marketing fads, you probably realize that our lives ultimately revolve around stor
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Scooped by Karen Dietz onto Just Story It |
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Karen Dietz's insight:
This article goes hand-in-hand with another post I curated a few days about about sequencing content.
The author here, Georgina Laidlaw, talks about creating long-term story arcs for your content.
Yes! Great idea! Basically, Laidlaw talks about how a story arc works, and then how to generate content along a story arc over a period of time. Think a long period of time.
She also gives plenty of examples and links to other articles. So there are lots of resources here to dig into.
Laidlaw also mentions how to leverage this kind of content with cross-promotion and spin-offs -- which is different from sequencing stories. Between the two articles I've curated there is lots of food for thought.
As we all get ready for 2013, planning your content around long-term story arcs, along with sequencing your stories will help drive engagement.
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An article by Nick Usborne about how copywriters get it wrong with the sales hook approach to sales copy.
Karen Dietz's insight:
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 
Suzanne Izzard's comment,
March 17, 8:51 AM
I love it when an article promotes people into dialogue, it shows the depth of feeling the article has prompted. For me authenticity is key in all communication and Nick thank you for writing and sharing this .
Karen Dietz's comment,
March 17, 2:49 PM
I agree Suzanne. The more 'real' we can be, the better a business does. And authenticity is so refreshing in this age of hype!
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Yes, it's true, I've had story structure on the brain. I've also recently joined pinterest (of which I immediately became addicted). But there's a happy side effect of these two obsessions… this post! Holy Cow! Here's a blog post with 10 different diagrams on story structure! I doubt you will ever need another story structure diagram after looking at these. Some are similar. Some have their own unique twist. And then there's the 17 stages of Joseph Campbell's Monomyth to explore. Yikes -- that's a big one! Of course, the simplest story structure is: problem -- resolution. Add to that a set-up/context in the beginning and a meaningful close at the end, and you are done. Hah -- would that storytelling could be so simple! As every professional storyteller will tell you, a powerful story is all in the delivery. Still, if you don't follow the structures in these diagrams, you will simply end up with a plot-based description: "I went to the store. I bought some bread. I came home." No story there! I doubt you would pay money for that one. Soooo -- check out these diagrams, use them to craft your stories, and you are half-way there. Then go work on your delivery :) 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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I've been telling my clients this for a long time, nicely explained here why the long story format works in digital media and why it's important to invest in it.