Guest post by Gregory Ciotti. When it comes to crafting words that sell, the research shows us that stories are ...
Awhile ago I curated the research & article by Dr. Phillip Mazzocco and Melanie Green about Persuasion in Legal Settings: What's the Story? where they talk about when a story persuades, and when it does not. Here's the link: http://www.scoop.it/t/just-story-it?q=legal+settings
Now here is an article -- based on their research -- that summarizes the 6 elements of better stories.
The article is written for bloggers but applies to us all. I particulary like elements 2 (realism), 3 (delivery), 4 (imagery), and 6 (context).
Delivery is learned through practice -- and working on your oral storytelling skills is critical whether you are writing your stories, or meeting with prospects/customers face-to-face. I like the examples of good delivery shared here.
I see a lot of articles about imagery as it relates to visual storytelling, but little about developing visual language skills (metaphors, analogies, etc.). There are some great tips here on story imagery.
And context is king. If you can't change your stories to suit the context you find yourself in, you are most likely dead in the water. I like what the author, Gregory Ciotti, says about context and buildilng trust.
So go grab the insights from this article and keep sharing/practicing your biz stories!
This review was written by Karen Dietz for her curated content on business storytelling atwww.scoop.it/t/just-story-it