Just Story It! Biz Storytelling
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Just Story It! Biz Storytelling
Growing leader's impact, influence and income through the power of business storytelling                  www.juststoryit.com
Curated by Karen Dietz
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Why Successful Branding Still Happens Offline

Why Successful Branding Still Happens Offline | Just Story It! Biz Storytelling | Scoop.it
For brands, online social networks are far from the Holy Grail of marketing. The research is clear that for brands that want to be social and generate conversation, a more powerful force is real world, face-to-face conversation.


Yes yes yes!! In all the hype about social networks, engagement, and customer loyalty it is easy to forget that in the relationship economy, relationship marketing, and for a return on relationship, face-to-face marketing rules.


Oh, just tell your stories digitally, on-line, in your social network or blog. Yes -- all of that is good. But as the author says, "Today’s consumer marketplace is highly social, but not because of particular platforms or technologies. The businesses that will be the most successful in the future are the ones that embrace a model that puts people– rather than technologyat the center of products, campaigns and market strategies."


Research shows that 90% of word-of-mouth conversations about brands take place offline and ar primarily face-to-face. Whoah!! As the author suggests, "start a story that consumers will want to talk about. What are the messages about your brand and category that make you talkworthy?"


There are many great insights in this article that I know you'll enjoy. Happy reading!


This review was written by Karen Dietz for her Just Story It Scoops at www.scoop.it/t/just-story-it 

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CharacterLab :: Figuring Out Your Brand Story Persona

CharacterLab :: Figuring Out Your Brand Story Persona | Just Story It! Biz Storytelling | Scoop.it

While it may not have been popular marketing theory at the time, the most successful brands figured out decades ago that it takes character to turn a product into a brand. When a brand has character, it takes on an identity of its own. Its every word, gesture, action, became natural expressions which make the brand instantly recognizable.


What is the character or persona of your brand? The company Added Value has a tool called CharacterLab that helps you figure this out.


There is a free demo to try at this site. The demo will give you a series of photos and characteristics to rank. At the end it will give you the character/persona of your business -- if you are a sole proprietor.


Give yourself some time to work through the demo -- it will get you thinking and the sorting isn't easy. But I was very pleased with my results!


Turns out my business is characterized as the Creator/Sage. Just make sure you take notes at the end. I tried to bookmark my results, but when I tried to view that page again, it led me back to the original demo page. Bummer! But understandable.


Once you have your results then the real work begins -- crafting your brand to be in alignment with your character/persona. That includes aligning the language you use, your colors and graphics, web design, and marketing materials to your character/persona.


Knowing your character/persona really takes a lot of the mystery out of creating your brand and telling your stories.


So go have fun!


This review was written by Karen Dietz for her Just Story It Scoops at www.scoop.it/t/just-story-it 

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Websites Are A Story: Telling stories with your designs

Websites Are A Story: Telling stories with your designs | Just Story It! Biz Storytelling | Scoop.it
Websites are incredibly versatile as a medium, to be used to display information and other content, and if well designed they can do this in an enjoyable way...


I really like this article because it approaches websites as a total narrative which all starts in its design. Notice I did not say text!


Yep -- design comes first and that is where the narrative for your business starts.  Ultimately your website needs to move the viewer along a story arc that leads them to take some action -- like buy your product/service.


Treating your web pages as discrete pages is not creating an overall narrative. Sure -- the content of each page needs to be crafted as a story. But all the pages need to link together to create a narrative. This is more than just page linking in technical terms.


So read this article for the insights about designing your entire website as a narrative. The author has great ideas and tips, along with examples. 


This review was written by Karen Dietz for her Just Story It Scoops at www.scoop.it/t/just-story-it 

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Have a HEART – Part 2: Emotions, Stories, Biz Success

Have a HEART – Part 2: Emotions, Stories, Biz Success | Just Story It! Biz Storytelling | Scoop.it

Welcome back to Have a HEART, Part 2, Exploring the role of EMOTIONS in todays business world.
In part 1, I introduced the subject of emotions in business and why they’re becoming increasingly important in staging customer experiences and influencing buying decisions. I also shared some ground breaking research, conducted by Colin Shaw and his Company, Beyond Philosophy. That research revealed for the first time ever ”the empirical link between evoking certain emotions along the customer experience journey, and increasing and decreasing revenue”.


Wow -- what an information packed article on the importance of emotions in marketing, branding, customer experience and the link to effective storytelling.


As I work with clients on their biz stories, identifying, articulating, and consciously working with emotions in their content and marketing is challenging for them.


This article is going to be a huge assist in helping them (and you) figure it all out. There are plenty of examples and links to other resources so you will want to bookmark this article and keep digging into its material.

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Sell Me A Story

Sell Me A Story | Just Story It! Biz Storytelling | Scoop.it

Jim Signorelli outlines the 6 Cs of StoryBranding: a breakthrough approach to identify and develop a compelling brand story.


Once again author Jim Signorelli nails it as he helps us understand how to effectively use stories and story elements in branding.


Here he chats about the 6 C's of story branding and creating a StoryBrief:

  1. Collect (the back story)
  2. Characterize #1 (you)
  3. Characterize #2 (prospect)
  4. Connect
  5. Confront
  6. Complete


What I like about the article is how clearly Jim connects the dots for us all. He brings a template to us for the StoryBranding process that also assists us in our communications planning.


Read the article for the explaination of the steps and then get busy creating your own StoryBrief!

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How to Engage Your Customers and Employees [a road map for stories]

How to Engage Your Customers and Employees [a road map for stories] | Just Story It! Biz Storytelling | Scoop.it

Most customers now ignore targeted marketing campaigns, avoid responding to offers, and provide minimal feedback when asked. Instead, potential customers interact with each other, bypassing sanitized corporate messages devoid of meaning or value.


'Engagement' is dominating the business conversation these days because it is where the world is moving to. Everybody wants customer and employee engagement. Nice concept -- but how do you do it???


When I found this article, I said "Finally, here is how to think about this whole 'engagement' thing, and how to craft some next steps!"  The author clearly spells out what is involved in customer engagement.


The author Ray Wang shares 9 key components of successful engagement: 3 are people-centric values (the why & your starting point), 3 are delivery & communication styles (the how), and 3 are the right-time drivers (the when).


This is no easy task, and there's lots for you to figure out here as you grapple with these 9 components. I've already started making lists and jotting down ideas as I think about the culture of my small company, the community I serve and the steps I take to be credible (the 3 parts to the 3 people-centric values components).


Where do STORIES come into play? In how you connect with your communities (which stories to tell), the content you share, they are your catalysts, and your currencies -- which are all part of the 9 key components. Storytelling is woven through them all.


When you combine this article with the video from Amy O'Leary on "Beyond the Like Button: Digitally Addictive Storytelling & the Brain," http://www.youtube.com/watch?v=thVbdqY-cCg&feature=player_embedded you will move light years ahead in engaging customers and employees via stories and story sharing.


These 2 pieces are some of the best material I've curated lately -- and definitely keepers in my book.

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Karen Dietz's comment, May 16, 2012 5:49 PM
Thank you for re-scooping this article Jerry! Have a good week:)
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Storytelling sounds like a great idea, but how do I make it work for my brand?

Storytelling sounds like a great idea, but how do I make it work for my brand? | Just Story It! Biz Storytelling | Scoop.it

If you enter the phrase “storytelling as a marketing tool” into Google search, you will get 1,650,000 results. Obviously a lot of people are talking about the value of storytelling in building awareness and trust for your marketing message.


Well, the title is an excellent question. And the author has the right idea in the solution he offers. But then everything goes haywire.


Yes, a case study is one way to tell your brand story. And the author makes good points about why. Yet the key elements he identifies for a case study will most likey generate text that is dry as desert sand. You'll get a half-baked promo and not a story.


So what do you do? Check out this article: http://terribleminds.com/ramble/2012/05/08/25-things-writers-should-know-about-creating-mystery/ I didn't curate this piece because the translation from this post for writers to the business world would have taken a long time.  


However, pay attention to at least these points (the others are great too):

#3 -- the case study elements in this post will read more like a news piece. Avoid this at all costs.

#4 -- the audience wants to work. Effective storytelling is about connection and engagement. People want to work for the story. Follow the advice here.

#9 -- Sue Spence & the Mystery Squad. Create suspense & mystery (yes! even in your biz stories this is critical). It is not hard.

#14 -- have a plot and a character


OK -- there are more insights in the second article. Not all the points in this second article apply to business storytelling, but they sure will get you a lot further along than the original advice about how to build a case study. And you'll have a lot more fun in the process!

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How Actions Become Stories - 5 Tips on Business Storytelling

How Actions Become Stories - 5 Tips on Business Storytelling | Just Story It! Biz Storytelling | Scoop.it

Business storytelling is more than a ‘Unique Value Proposition’ told on an elevator. It goes beyond giving an entertaining PowerPoint presentation. Your business story is made up of every action you take. The better you know your story, the easier it is to actively embody it.


I like this very quick read by colleague David Vanadia about business storytelling because of several key reminders: 

  1. You are ALWAYS telling a story as you go about your business.
  2. Your business 'story' is greater than your 'About Page' or a slick PPT.
  3. Focus on emotion -- people remember how you make them feel, not think.


It's easy to get tunnel-focused on a particular story or one particular story application (marketing) in business. Step back and keep your eye on the bigger story picture as David so eloquently says in this post.

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5 emerging PR trends—and the skills they require | Articles

5 emerging PR trends—and the skills they require | Articles | Just Story It! Biz Storytelling | Scoop.it
The times, and the PR industry, are a-changing. Keep up by not only learning about these trends, but also the skills needed to stay ahead of the competition.


Yay -- storytelling/story selling is listed as #1! Along with content curation :) (whew...I'm doing something right!)


The other skills listed are just as critical for businesses as they are for PR professionals. So go grab the rest of the list and see where you stand. My biggest weakness? #2, Quantification and spreadsheet skills. I can analyze the data just fine, just keep me away from the guts of Excel!


If you are NOT a PR professional, read this article through the lense of your business to see where your strengths are, and what you may need to bolster to keep up with emerging trends.

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Marketing Messages That Tap Into Classic Sins and Virtues | Guest Columnists - Advertising Age

Marketing Messages That Tap Into Classic Sins and Virtues | Guest Columnists - Advertising Age | Just Story It! Biz Storytelling | Scoop.it
Marketers should make use of the Seven Deadly Sins and Seven Heavenly Virtues.


Hey -- not all marketing messages need to appeal to our higher virtues! So here's an article about crafting content and marketing messages that appeal to our vices.


This might not be your approach, or this approach might not work all the time. Or you might want to slip a few messages in that appeal to our vices while still focusing on our virtues. Or it might work best for you to be all about vices and forget those pesky virtues!


In any case, enjoy reading this article and then figure out what mix of virtues and vices will work best for your content and marketing.


Thank you Grace Decker @TheBoardroom for sending me this article!


Now I'm stopping work to sin with a glass of wine :)

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Four Examples of Successful Long-Form Branded Content (Stories)

Four Examples of Successful Long-Form Branded Content (Stories) | Just Story It! Biz Storytelling | Scoop.it
In a world where audiences consuming media have a fleeting attention span, one would think that long-form branded content wouldn't stand a chance. Wrong.


LOL -- in the nano-second world of today's advertising, this article talks about long-form branded content that is 2-5 minutes long. Too funny!


But the video examples shared are great stories and one is a complete sports back-story that lasts 28 minutes.


And I love the main point of the post:  that when you give a compelling story for someone to view, listen to, or read you can capture and keep their attention.


Of course, that means you need excellent storytelling skills that lead to excellent stories. 


I bet these videos give you great ideas about the biz stories you can tell, and how to craft + share them. Enjoy watching them!

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Create Business Stories That Sell -- Using Story Dice Game

Create Business Stories That Sell -- Using Story Dice Game | Just Story It! Biz Storytelling | Scoop.it

Storytelling Dice is a new role play game designed to teach your sales & marketing teams how to: 

• Make your value propositions stick like Velcro by telling relevant and memorable stories that inspire your customers to take action.
Think on their feet since every sales situation is different.
Have fun discussing how real people have used your offering to solve real problems.


This looks like a very cool tool! I just purchased it so I can try it out with a sales team I am working with.


In the meantime, read all about it, go through the SlideShare document, download the free teamplate, and see if it intrigues you.

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Karen Dietz's comment, April 20, 2012 10:54 AM
Thank you for re-scooping this Iliana! Have an awesome day :)
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Organizational storytelling … do facts and self-promotion beat real stories?

Organizational storytelling … do facts and self-promotion beat real stories? | Just Story It! Biz Storytelling | Scoop.it
Blog post at David Henderson - author, journalist, communications strategist :   Raf Stevens, a terrific corporate consultant in Europe and a colleague, is always asking good questions and bringing clarity to comp[..]...


Here's a cautionary tale for all of us when sharing about our business -- are we actually sharing a story or just data/self-promotion or vaporware?


Raf Stevens and David Henderson share a quick story and insights about what to do and not to do when writing press releases, newsletters, or creating any content about your business.

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Karen Dietz's comment, April 17, 2012 12:52 PM
Thank you for re-scooping this Morgan! Have a great week :)
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The Power of Storytelling; What Marketers Can Learn From Casey Neistat and Google

The Power of Storytelling; What Marketers Can Learn From Casey Neistat and Google | Just Story It! Biz Storytelling | Scoop.it

And, last Saturday morning, before I got up and on with my day, I watched his short film entitled ‘Guthrie Beach Raft’ and it got me thinking about the power of storytelling in marketing.


Yes, successful marketing is all about emotions -- not facts.


There are two videos to view here that make the author's point. The first video is OK -- for whatever reason it didn't really grab me.


But the second video about Google Chrome is a hit! That's because it tells a very engaging story about how someone uses Google's integrated suite of tools. It's brilliant.


Enjoy both of these -- and take these lessons to heart. When creating your content, decide which emotions you want to evoke in your audience and then craft your material to evoke those. 


As the author says, "Sometimes, facts and figures are great, but if you’re really looking to create loyalty and build a relationship with your audience then creating an emotional bond is the way forward."


This review was written by Karen Dietz for her Just Story It Scoops at www.scoop.it/t/just-story-it 

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Apple, Victoria's Secret And IKEA All Fall Into The Same Brand Archetype

Apple, Victoria's Secret And IKEA All Fall Into The Same Brand Archetype | Just Story It! Biz Storytelling | Scoop.it
What do the Apple, Victoria's Secret and IKEA brands have in common? They're all from the same archetype.

 

The brand are "Creators," according to a case study from marketing firm Added Value.

 

It's all about how consumers are able to use the brands to create their own identities. Creator brands allow people to "tap into their potential and re-invent themselves — their minds, personalities, environments, bodies, ambitions, and dreams," according to the report.


OK -- I curated this piece because it show how specific archetypes are reflected in organizations. It is a very brief article and starts to get us thinking about how this information can be used in marketing, branding, and advertising. But make sure to click through to Added Value http://www.added-value.com/culturaltraction/index.html and poke around their site for more info, case studies, and their tool.


But here is what I find disturbing about this short post and the Added Value website -- nowhere does anyone mention that these archetypes originally came from Carol Pearson's and Margaret Mark's book The Hero and The Outlaw: Building Extraordinary Brands Through the Power of Archetypes (2001) http://www.amazon.com/The-Hero-Outlaw-Extraordinary-Archetypes/dp/0071364153/ref=sr_1_1?s=books&ie=UTF8&qid=1337476690&sr=1-1 


Enjoy poking around the websites, but go read the book!! It contains a wealth of fabulous information and how-to tips you can use immediately for articulating your brand and targeting your communications (I'm not affiliated in any way with the authors).


Via Gregg Morris
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Storytelling: What Technology Means vs What It Does

Storytelling: What Technology Means vs What It Does | Just Story It! Biz Storytelling | Scoop.it

THIS LINK HAS MOVED: HERE IS THE CORRECT ONE: http://blog.pgi.com/2012/04/storytelling-what-technology-means-versus-what-it-does/ 


This video has been a point of discussion this week among our PGi team...Challenge yourselves to be storytellers, architects and visionaries, not simply marketers or business owners, and tell a story that engages your audience on a deeper level.


Oh how I love this 6min. video and oh how I love the written intro! Both the post and the video are perfect examples of the WHY behind a business or product. 


I curated another article earlier focusing on the WHY in order to create an effective story brand. Here is what that looks and feels like.


And besides -- it's the weekend and we could all use a little inspiration. This video has it in spades. Enjoy!


This review was written by Karen Dietz for her Just Story It Scoops at www.scoop.it/t/just-story-it 

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StoryBranding Part II -- Your 'Why'

StoryBranding Part II-How it works- Learn about how the persuasive powers of story can be applied to your brand.


This is the second video about story branding from Jim Signorelli. It is short, sweet and to the point -- focusing on WHY.


By WHY, Jim means -- what is the 'why' behind your business? What is the cause behind what you do? 


Understanding, articulating, and communicating the WHY of your business is the first critical step in story branding.


Because remember -- people don't buy the 'what', they buy the WHY.


Enjoy this video and if you haven't already, start figuring out your WHY!

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clarice's comment, May 21, 2012 1:18 PM
I really liked this video, Karen, thanks for discovering it. (I've tweeted it forward, too!)
Karen Dietz's comment, May 21, 2012 3:21 PM
Thanks Clarice! Glad you like it so much. Jim Signorelli is terrific. Have an awesome day :)
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The Bridge Is Out - Epic Stories In Presentations

The Bridge Is Out - Epic Stories In Presentations | Just Story It! Biz Storytelling | Scoop.it
Do not undervalue the benefit of a longer, more detailed story in providing learning experiences. Anecdotes and “training fables” can be very effective and they do have their place. If you can work in a longer story, though, you can have greater emotional involvement. That is the most effective memory resource of all.


Here is what I love most about this post -- its reminder that longer stories are just as important to share as short anecdotes.


In today's short-attention span world, the prevailing notion is that people have no tolerance for longer stories -- especially online. Balderdash, I say!


What anyone needs to pay attention to is finding the right places for sharing those longer stories. A few questions to ask yourself are: 

  1. What is my purpose in sharing this story?
  2. What work do I want this story to do?
  3. What is the best channel (on-line channels & off-line channels) for sharing this story?
  4. If this longer story is going to be shared on-line, how do I need to prep my audience so they are ready to listen to it?


Read this short article to discover how the author crafted and shared his longer story. And don't sell yourself (or your audience) short by only going for those quickie stories!


Via Kathy Hansen
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Storytelling Reconsidered

Storytelling Reconsidered | Just Story It! Biz Storytelling | Scoop.it
As you may already know, storytelling can be a powerful tool in any marketer’s repertoire. Crafting and telling engaging stories is an important skill to develop.


“If you know what story your customers live in, you can sell to them with ease.

… there is one thing I know for certain: You want to make your story BETTER.

Stories run deep. If you want to change the story you’ve been in to the story you want to be in, it’s best to just assume it’s going to take everything you’ve got. If there’s a resource that is capable of improving your story, you should avail yourself of it.”


I really like this article because of the solid advice it gives about how to frame and orient your business stories. For example, it's all about THEM and not you! And work with an org story professional to make sure you've got the stories well crafted (even I do this). Plus, if you are not happy with the story that defines you, then change it!


There are the points about Eucatastrophe and and lessons from Captain America. Fun, imagintative, and great points/reminders for us all!

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Below the Fold: Why Most Brands Will Suck at Storytelling

Below the Fold: Why Most Brands Will Suck at Storytelling | Just Story It! Biz Storytelling | Scoop.it
"STORY" IS THE NEW "CONTENT." As buzzwords go, story isn’t entirely bad -- for years I’ve pushed clients to be storytellers. I’ve berated the descent of story into a furtive sea of “content,” stripping all emotion from human pursuits.


I love this post and its irreverent attitude. It is quite refreshing in this day and age when 'storytelling', 'branding', and 'content' are such pervasive buzzwords and hyped as the cure-all for everything.


There are great reminders in this article that great business stories are not sanitized, and that there is danger in always crafting a happy ending.  Only sharing your 'success' stories eventually undercuts your believability. We know there have been mistakes, trials, and tribulations along the way and we want to hear about those too.


Why? Because it makes you human. As the author Gary Goldhammer says, storytelling is about people. Brands aren't about Hollywood actors, and "companies are not logos. There are human beings behind them all."


There are more insights here in this quick post -- reading it is almost like hitting the 'reset' button when we forget the fundamentals of storytelling after getting caught up in the hyped-up excitement about story branding, social media, content creation, and technology.

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Do Your Fans Like What You are Posting on Facebook?

Do Your Fans Like What You are Posting on Facebook? | Just Story It! Biz Storytelling | Scoop.it
A study on Facebook learned that photos are the best type of content to draw the highest-level of engagement while links draw the least...


Here's just a very quick article for you that once again emphasizes that videos, photos and visuals are essential to effective storytelling on the web.


Of the 300 brand pages, 150,000 posts, and 700 million likes in the study, photos drew the highest amount of engagement. And if a company wants content shared, then videos were the vehicle to make that happen.


There's a nice infographic in the article that I'm going to pin to my Pinterest board to keep handy.


Think about how you want to add more photos and videos to your website and content for greater engagement!


And thank you fellow curator Debra Askanase @askdebra for sending me this article.

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Tina Stock's comment, May 10, 2012 1:00 AM
Thanks for sharing! I think we all know this intuitively, but seeing the numbers (ok - graphics) just pounds it home!
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Why Storytelling Is The Ultimate Weapon

Why Storytelling Is The Ultimate Weapon | Just Story It! Biz Storytelling | Scoop.it
In business, storytelling is all the rage. Without a compelling story, we are told, our product, idea, or personal brand, is dead on arrival.


HOLD ON! I'm amending my review!! I just read my colleague Shawn Callahan's review of this article and I COMPLETELY MISSED a critical issue: the author Gottshall is focused on tales -- not personal experience stories. Ooops! Big mistake. To view Shawn's fabulous critique, here's the link: http://www.anecdote.com.au/archives/2012/05/jonathan_gottsc.html 


Then go read my other colleague's comments, here on Facebook. Sean Buvala makes excellent points! https://www.facebook.com/dietz.karen/posts/302818036462378 



Here's my original review -- I must have been asleep at the wheel: :)

I usually don't curate articles whose main message is that business storytelling is important because it's old news.


But I really like this article because the author, Johnathan Gottshall, wonders if storytelling is just another biz fad, or if it is a key insight into communications strategy.


How he answers his own question is great! Plus he gives us more good information on the why's and wherefore's of stories being so powerful as a business strategy.


So go grab those insights so you can incorporate them into your work. And enjoy this well-written piece. 


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StoryBranding™ Video Part III

Success Stories, Sad Stories. How StoryBranding has worked for some brands and how it could have worked for others.


Here's the last video from StoryBranding author Jim Signorelli about what to pay attention to when branding your company.


The examples he cites are great.


Enjoy this 3+ minute video!

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How Asking “Why” Helps Us Get to Our Larger Biz Story

How Asking “Why” Helps Us Get to Our Larger Biz Story | Just Story It! Biz Storytelling | Scoop.it
Asking 'why?' is an important strategy for content marketing. Our content should focus on delivering value to our customers beyond the product or service we provide. It should ultimately answer the question of 'why' our customers care about us.


People by the 'why' not the 'what.'


So what are your 'why's'? You know: the number of why's your customers purchase your product or service, or engage with your nonprofit.


That is what this article is about -- asking yourself 5 why questions to get at the larger story of your business you are trying to share.


There's more than one way to skin a cat -- and here is another technique to help you focus on undetsanding & then sharing the 'why' in your biz stories.


Let me know what you come up with!


Many thanks for friend and curating buddy Jan Gordon @janlgordon for finding this article and sharing it with me! Check out her Content Creation, Social Media & Beyond Scoop.it!

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Karen Dietz's comment, April 22, 2012 12:26 PM
Thanks Cyndee! Have a wonderful Sunday :)
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Engage through Storytelling « Resources Now

Engage through Storytelling « Resources Now | Just Story It! Biz Storytelling | Scoop.it

Storytelling can be an effective tool to engage donors or empower volunteers,but finding the right way to collect and capture stories can be a challenge. In the short video,“Methods for Collecting and Using your Nonprofit’s Stories,” Zan McColloch-Lussier from Mixtape Communications,offers some simple, practical tips to help non-profit communicators collect and share stories.


I couldn't have said it better. Go watch this 4:45 min. video with quick tips for how to set up a story collection process within your organization. Doing so is what I call "sustainable storytelling" because you are embedding story collection and sharing within the daily work practices of your organization.


Creating processes and systems like those shared in this video creates ongoing success with business and nonprofit storytelling. Otherwise, all that money you spent on a biz story workshop or new cool video becomes a mere one-off event -- like vaporware.


I hope you get good ideas for your work/organization from watching this!

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