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The Art of [biz] Storytelling

The Art of [biz] Storytelling | Just Story It | Scoop.it
From spinsucks.com - January 4, 2012 8:05 AM
Storytelling: Marketing and advertising have changed irrevocably. Organizations are now telling stories to connect with customers.


I love these stats the author shares: "... consider 80 percent of business decision makers prefer to get company information in a series of articles vs. an advertisement. Sixty percent say company content helps them make better product decisions." Wow!


But she doesn't stop there: "Content = storytelling. That’s it. Simple really." And then, "Storytelling isn’t hard. But it’s not easy either."


So true on both counts! Her advice? Invest in yourself with some storytelling training. Read more of her take on content creation, marketing, and storytelling.


"The reward, in the long run, will be increased content sharing, leading to increased interest, leading to increased sales and customer conversions. And that’s no bedtime fairy tale."


From by @belllindsay at Spinsucks

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The One Conversational Tool That Will Make You Better At Absolutely Everything (Evoking Stories)

The One Conversational Tool That Will Make You Better At Absolutely Everything (Evoking Stories) | Just Story It | Scoop.it
From www.fastcompany.com - February 20, 12:16 PM
Ask yourself: If you could interview like Walter Cronkite, would you get more value from your meetings? Would your mentors become more valuable?
Karen Dietz's insight:

In the biz story world, storytelling is only half the game. In fact the game DOES NOT start with storytelling, but with 2 other steps before that:

  1. listening
  2. asking the right question


I've curated some really great articles on listening so go grab those when you get a chance (use the Filter tab near the top on the left).


I find very few articles however on the Art Of The Question -- which is how to evoke stories in others.


Why would you want to evoke stories? For engagement, research, leadership, innovation, etc. Here's a good article about why we need to focus on crafting great questions: http://www.fastcompany.com/3005979/crowdsourcing-your-way-more-effective-leadership 


In my work with clients, I often spent quite a bit of time training them on the art of the question so they can move their projects forward.


What I like about this article on The One Conversational Tool is that it gives us examples of really rotten questions, and how to restate those into really awesome questions.


In the practice of evoking stories, we typically fall back on the tried and true: "Tell me about a time when ..." "Tell me what happened ...", etc.  


But this article comes up with a few other questions to evoke stories that are just as good. Just a quick FYI -- some of the questions posed will gain you flat-out opinions, but could then lead to a story.


So craft and practice your story evoking questions. Game on!


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

corneja's comment, February 21, 6:08 PM
Thanks a lot!
Karen Dietz's comment, February 21, 8:07 PM
You are welcome! Have a wonderful day.
streetsmartprof's curator insight, February 28, 9:25 AM

How many of your customer facing people are trained to be able to ask the right questions to get the whole story before we jump in and state our "opinions" of what is going on.

 

Whether in sales and/or technical support, one of the worst things we can do is "tell" a customer where they are at. We do not know without asking questions first. Remember the saying, "There is more to the story than meets the eye".

 

NOTE: Read the input from Karen Dietz on how using questions helps to "evoke the customer's story". http://sco.lt/6wO3QP
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