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Just Story It Biz Storytelling
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They are not for everyone: Tips for crafting B2B client success stories.

They are not for everyone: Tips for crafting B2B client success stories. | Just Story It Biz Storytelling | Scoop.it

"I learned that no single story – or any piece of content marketing – works across the board, even for a select group of 400 sales people – let alone a market segment of 10,000 potential customers."

Karen Dietz's insight:

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 

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When crafting your story, don’t try to hook me. I’m not a fish.

When crafting your story, don’t try to hook me. I’m not a fish. | Just Story It Biz Storytelling | Scoop.it
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 

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Karen Dietz's comment, March 16, 2013 4:59 PM
My pleasure Nick! Happy St. Paddy's day :)
Suzanne Izzard's comment, March 17, 2013 5:51 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, 2013 11:49 AM
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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Wrapped up in a Book: The Role of Emotional Engagement in Reading -- & Storytelling!

Wrapped up in a Book: The Role of Emotional Engagement in Reading -- & Storytelling! | Just Story It Biz Storytelling | Scoop.it

Have you ever gotten lost in the pages of a good book? If so, you may have been more empathetic afterward. According to new research published in PLOS ONE, reading fiction may affect the reader’s empathetic skills over a period of time.

Karen Dietz's insight:

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

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Karen Dietz's comment, March 2, 2013 12:42 PM
I agreed Fred. And yes Miklos, I love it when what we know to be true is validated by research.
Kala's comment, March 4, 2013 7:08 AM
A big thank you for your overall curation work about storytelling! You are the very first one I see doing it so "intelligently", with real added-value :)
Karen Dietz's comment, March 5, 2013 10:26 AM
Thank you so much Kala! You have made my day :)
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Concise Storytelling for Leaders Video

Concise Storytelling for Leaders Video | Just Story It Biz Storytelling | Scoop.it
JD Schramm, Stanford GSB lecturer in organizational behavior and director of the Mastery in Communication Initiative, presents this workshop specifically des...
Karen Dietz's insight:

I've started watching this 1:38:55 hour video by JD Schramm at Stanford University's business school on concise storytelling and I already know I'm going to love it.


Schramm does a marvelous job teaching storytelling and you can find his first video "How To Tell Your Story For Impact" (it is just as long but excellent) in this curation. Here's the link: http://www.gsb.stanford.edu/news/headlines/schramm_impact_2011.html 


Now he is tackling how to make business storytelling short, sweet, and to the point. It's geared towards leaders but anyone will benefit from watching this. Apply these lessons to marketing, branding, content creation, and sales, too.


So sit back and enjoy. I know it is going to be well worth it. If I find it isn't, I'll come back and rewrite this review!


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

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Karen Dietz's comment, March 2, 2013 12:44 PM
I agree Annette! It would be a wonderful and enriching experience.
Flutura Decision Sciences & Analytics's comment, March 9, 2013 4:53 AM
Thanks Karen ... this was a brilliant share ... changed my perspective dramatically ...Keep them coming
Karen Dietz's comment, March 10, 2013 11:20 AM
Thank you Derick! So glad you found it helpful and I will keep 'em coming :))
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Yes, You Can Learn to Sell -- moving people with biz storytelling

Yes, You Can Learn to Sell -- moving people with biz storytelling | Just Story It Biz Storytelling | Scoop.it
The skills of a great influencer are learned, not innate.
Karen Dietz's insight:

What a great article about influencing, moving people to action, and sales.


Biz storytelling is all about that. Yet there's ambivalence around it too. Who wants to be a snarky salesman?!


Enter Dan Pink, one of my favorite authors, and his new book To Sell is Human. The author of this article, Heidi Grant Holvorson, reviews Pink's book and makes fabulous points on her own.


As Halvorson points out, Pink says that moving people (selling, persuading, influencing) is an essential component of nearly everyone's job in the modern workplace.


Doing so well and effectively without being a slime ball means making sure the ideas and products with genuine merit do the moving.


This helps avoid the traps of manipulation and intimidation


I really like Halvorson's insights, her willingness to tackle the stereotypes of sales, and bring us Pink's latest work.


I've commented before on transactional storytelling (using stories for sales) -- not because I think it is bad, but because I don't want us to lose sight that there is much more to business storytelling than at the level of mere transaction.


Pink, I think, helps us frame influence and moving people to action as we tell our stories in sales/influence/persuasion functions (these are not synonymous terms, BTW) -- in a way that really works. Now I certainly want to get his book to add to the others of his in my library.


Anyway, thought you should see this article. Lots of good material here (and it is not long). I hope you gain more comfort with sales and storytelling, and be able to conduct your influence/sales work in your business or organization with more confidence.


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

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ozziegontang's comment, February 21, 2013 2:18 PM
To alter a perception. An explanation masquerading as fact.
Karen Dietz's comment, February 21, 2013 5:01 PM
Fabulous comments Ozzie! The one about 'telling I can't sell' and being 'sold' on that made me smile :)
Ignacio Conejo Moreno's curator insight, February 22, 2013 4:25 AM

Debe ser cierto que hay personas "nacidas para vender", pero cualquiera puede ser un vendedor eficaz; nadie es "malo" de por sí en ningún area, todo se puede aprender, a lo mejor no se llega a ser un fuera de serie, pero la capacidad de aprendizaje siempre está ahí.

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In Story Selling | Cut the Clutter and Tell a Great Story

In Story Selling | Cut the Clutter and Tell a Great Story | Just Story It Biz Storytelling | Scoop.it

"From annoying pop-up ads to often completely irrelevant video pre-rolls, the clutter is causing consumers’ “BS meters,” as digital rock star Gary Vaynerchuk has called them, to become more sensitive and accurate than ever before."

 

"So while the speed of technology is increasing, it’s interesting to note that one of the hottest trends in online marketing might just be the age-old art of story-telling."

 

"What does this mean? To cut through the clutter, businesses need to stop annoying, and start telling stories." - Lisa Ostrikoff


Via Ken Jondahl
Karen Dietz's insight:

Ken Jondahl's review below says it all. Whenver I see a cluttered website I know people are lacking storytelling skills. Novice storytellers always add too much detail.


So if your website is too cluttered, it can't tell a great story. So polish your storytelling skills and upgrade your website. It's essential to gain business growth.


After the article makes this main point, the rest we already know. And yet they are good reminders for us. And I like the quotes.


Thanks for finding and sharing the article Ken!

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Ken Jondahl's curator insight, February 14, 2013 5:46 AM

The article focuses mostly on the visual marketing via web/ads/etc and is dead on in the conclusions. However, think about your sales people.

 

Are they really prepared to go out and have conversations with customers which include great stories around your company, the people and how you help customers?

 

If not, the next time an annoying pop up ad hits you in the face. Think about how your customers feel when your sales person visits and goes on and on about the product features and benefits.

 

It is not about it, it is all about how it is used. In sales we need to get to the point and tell a great story around the product usage.

Free Web Designer's comment, February 14, 2013 8:43 PM
Write For Guest post Free backlink http://su.pr/AlIGhb
ozziegontang's curator insight, February 16, 2013 11:45 AM

Read Karen's insights  

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Stop Using These 16 Terms to Describe Yourself

Stop Using These 16 Terms to Describe Yourself | Just Story It Biz Storytelling | Scoop.it
Picture this. You meet someone new. "What do you do?" she asks."I'm an architect," you say."Oh, really?" she answers. "Have you designed any buildings I've seen?
Karen Dietz's insight:

LOL -- as we are sharing our biz stories and crafting our About pages, here is a list of words never to use, and the rational behind it.


As I read the article, I thought the words and advice really good. Until I got to the word 'curator.' Well, I am one -- literally -- so I think I can say it :)


After this article, hop over to "11 Words You Should Never Use in Sales or Marketing." It is just as enlightening.


What words are you going to avoid and/or find substitutes for?


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

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Laurent Brixius's curator insight, January 22, 2013 1:25 AM

Evitons les egos démesurés, pas si rares dans la profession d'architecte... L'exemple pris pour cet article est justement un architecte.

Karen Dietz's comment, January 22, 2013 10:54 AM
Thanks for your comments and sharing Jeff & Laurent!
Edna Campos's curator insight, February 1, 2013 1:33 PM

Totalmente cierto..coincido..

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Visual Storytelling Survey Yields Startling Results

Visual Storytelling Survey Yields Startling Results | Just Story It Biz Storytelling | Scoop.it
Yesterday Corporate Visions announced the results of its fourth quarter industry survey on visual storytelling, which was taken by more than 300 busi (Visual Storytelling Survey Yields Startling Results http://t.co/9p79HOHu)...
Karen Dietz's insight:

Well, here is an under-utilized visual storytelling technique -- using whiteboards during sales presentations.


According to this latest research, whiteboard visual storytelling -- or let's say any kind of visual storytelling -- in not being used during presentations, which is negatively impacting sales.


Wow! If you do any kind of marketing/sales presentations for your company, you might want to pay attention to this research.


Time to go build those visuals to grow the business this year!


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

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Story Selling in A Winning B2B Integrated Marketing Campaign

Story Selling in A Winning B2B Integrated Marketing Campaign | Just Story It Biz Storytelling | Scoop.it

I've rescooped this article from fellow curator John Kratz because I thought it was so good. It is a great example of how a company ramped up business once it started sharing stories of its customers -- with customers as the heros. Take notes folks! And thanks John for finding and sharing this article.


The year is 2008 and you are in the Financial Services Business.

 

"How do you turn a quiet, sales-driven organization into a B2B marketing powerhouse?"

 

"Consider the story of Lincoln Financial Group, a traditionally sales-centric organization... The 106-year-old financial services, insurance, and annuities company..."

 

"Lincoln Financial had previously conducted research showing that the more people take charge of their lives, including their finances, the better they feel about the direction of their lives."

 

"While others in the category seemed to be drawn to using fear in their advertising, we felt the time was right to try a new, more optimistic approach."

 

"...the campaign showcased a video of women of all ages showing how they take charge of their lives and provided educational content to help women do just that. The PR focused on the research results. The Chief Life Officer ads continued the "take charge, optimistic theme," which was reinforced in social media.

 

"And how has the integrated campaign done?"

 

Read the success story here:

http://www.fastcompany.com/3002425/creating-winning-b2b-integrated-marketing-campaign


Via Ken Jondahl, John Kratz
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The Last Brochure You’ll Ever Need -- Story Works

The Last Brochure You’ll Ever Need -- Story Works | Just Story It Biz Storytelling | Scoop.it

"Have you ever looked at your marketing materials and thought, “that’s not really me?” Been there. In fact, my (thankfully last) resume comes to mind. And, oddly, my mind wandered a bit, thinking how most marketing materials similarly fail to tell us what’s really unique about a brand."


Well, I am embarrassed to admit this, but the author of Story Works, Sharlene Sones, asked me to review her new e-book months ago -- and I am just now getting to it. My apologies Sharlene! But better late than never I guess.


I love this book. For several reasons:


Size & readabililty -- this book is constructed so you can easily flip through it. And it is laid out so it is easy to read and digest. Perfect! I can't tell you how many posts and e-books I ignore because the layout makes it too hard to read. And I wouldn't want to subject you to that either. Sharlene's book is a breeze to walk through.


Content -- Sharlene does a masterful job at guiding us through the business applications of story. She touches on everything from marketing/branding, unique proposition, sales, to leadership, culture, career development, and back. Whew! That's a lot of territory to cover. But she does it well.


Sharlene explains how story will make a difference in these areas -- and WHY it does. And she gives us tips for using story in several applications. As a bonus, there are lots of story quotes to add to your list, along with examples from companies to make her points.


What I particularly like is her focus on story as conversation -- and that story sharing is where the real leverage is in org story work.


I may quibble a bit on some of Sharlene's points -- are testimonials really stories? Depends on the definition you use. For me, not so much. But the bulk of Sharlene's material is so right on, I am not going to be so picky.


Sharlene also tackles 'engagement' as a topic and brings to light the story dynamics involved in that. I think there is still a lot to learn about storytelling and engagement in business, but this gives us a good start.


I wish there had been more focus on listening, too. Implied in Sharlene's book is how transformative stories can be in business. A lot of what she talks about is story at the transactional level -- even when story provides inspiration and meaning. For example -- when a business is really in the story groove, stories have the potential to change both the teller and listener. Story as transformation in business is the next frontier I think.


I could say more, but I'm running out of space. This book is inspirational and a good kick in the pants for bringing story into your core business activities. If you want a great e-book primer on business storytelling, this is it.


If you want to go deeper, dig into the books by Annette Simmons and Steve Denning.


You do have to buy this book. But you can also download a chapter for free. I have absolutely no affiliation with Sharlene other than we are colleagues and both went to grad school at the Univ. of Pennsylvania.


Happy reading!


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


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Stop Imposing Your Brand Story On Your Audience!

Stop Imposing Your Brand Story On Your Audience! | Just Story It Biz Storytelling | Scoop.it
Oh boy, oh boy, oh boy. So you have hit upon an idea – A Killer Idea – one you want to share with others and let others seek guidance from it.


To help us with our biz stories -- or stories to launch a product or service -- my colleague Raf Stevens has written this terrific post.


This article helps us put flesh to the bones from the ideas presented in the earlier article on using stories when launching a product or service: http://www.scoop.it/t/just-story-it/p/3126539298/to-successfully-launch-a-product-you-have-to-tell-a-compelling-story 


What to take away from this article? Stop using stories to blast your message and start crafting your biz stories from the life of your customer or prospect.


Raf includes great examples and clear thinking about this so go read his piece so you can start crafting real and emotionally engaging business stories to tell.


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

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Is Your Content Sourcing Conversations? How to use B2B biz stories...

Is Your Content Sourcing Conversations? How to use B2B biz stories... | Just Story It Biz Storytelling | Scoop.it
If you’re only developing content with consumption in mind, you’re missing a huge opportunity to keep momentum going as prospective buyers move through the buying cycle.


I've said this before -- biz storytelling is about engagement, not simply broadcasting messages.


This is the first article I've found that actually tries to break down the different types of conversations you want your biz stories to spark or serve.


I disagree with the distinction between dialogue and conversation. I think a better distinction to make is between messaging and conversation. And stories are often shared within a conversation. Conversations are not necessarily storytelling. So that is my nit-pick for today.


I really wish the author, Stephanie Tilton, would have included examples for each type of conversation mentioned. She tries to explain the different conversations but I need examples this morning in order to get ideas for how to apply her advice. Or maybe I'm just too tired this morning!


So there are 2 lessons here -- 1) target your storytelling to the conversations you want to promote and help along; and 2) make sure when you write content you give examples so you don't make it so hard for your readers to apply your insights.


I also really like the point the author makes about shifting from talking to listening, and shifting to serial storytelling in your business.


OK -- I'm heading into the kitchen for some more coffee!


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

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How salespeople inspire customers to invest, not resist, with stories.

How salespeople inspire customers to invest, not resist, with stories. | Just Story It Biz Storytelling | Scoop.it

Although the value of your offering is overwhelming, customers resist. Why?
More important, how will you get past this irrational wall of resistance, and make the sale?



Here's a quick article from Michael Harris that makes a powerful point: if you want to increase your sales, engage prospects in buying simulations (a special type of story) that do your selling for you.


I also like the SlideShare piece that comes along with this, and the free downloadable guide.


Master buildling and sharing these scenarios and see your sales rise. Now that's a good thing!


PS -- if you want more on story selling, follow fellow curator Ken Jondahl and his Story Selling curated content at http://www.scoop.it/t/story-selling 


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

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How To Create Stories That Sell Video

How To Create Stories That Sell Video | Just Story It Biz Storytelling | Scoop.it
Karen Dietz's insight:
Yeah! What a terrific video from story and sales professional Michael Harris.


I love how Michael walks us through the process of creating a story that sells. Do you know what part of the story needs the most focus from you inorder to make the sale? And it is not the ending or call to action!!


And I really like the notion of a buying vision that Michael offers to us as another tip. Oh yeah, and he tells us how to make the customer the hero, not the victim. That's essential to master.


I also am thrilled that he makes sure we all understand that when telling your story to a prospect, it is just as critical to listen to their story in return if you wantto be successful.


Better yet, there are examples he shares of a story that won't sell, and a story that will. Double yeah!


Thanks Michael for these great tools.


Now go watch the video and get those stories in shape so you can make those sales and increase your biz :)


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

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malek's curator insight, March 21, 2013 11:04 AM

Once is never enough with a video like this

corneja's curator insight, March 22, 2013 5:17 PM

A master class!

Kim Zinke (aka Gimli Goose)'s curator insight, March 22, 2013 5:37 PM

Thanks Karen Dietz for finding this.  See her comments below for a great description of what is covered in the video, powerpoint, story template, and the bad and good story example.

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7 Scientifically-Backed Tips for Better Biz Storytelling

7 Scientifically-Backed Tips for Better Biz Storytelling | Just Story It Biz Storytelling | Scoop.it
The practice of persuasive copywriting is a necessity, if you want to sell products, services, or ideas online. While great writing is truly an art, thos
Karen Dietz's insight:

Even though this article is framed for copywriters, it is all about business storytelling!


As you create content for your website, promotions, emails, presentations, or electronic materials these 7 tips are essential to pay attention to. You will create more engaging stories. 


Actually tip #7 is to use stories, which I hope you already do. But I like how the author, Gary Ciotti, talks about stories as transporation. It is a good way to think about them.


Use these 7 tips as a checklist when you are creating content just to make sure you are hitting all the storytelling notes you need to.


Story on :)


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

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Denyse Drummond-Dunn's curator insight, March 6, 2013 2:24 AM

Useful tips for anyone - we all have to write documents of some sort, don't we?

Ignacio Conejo Moreno's curator insight, March 6, 2013 4:00 AM

7 trucos para una redacción persuasiva:

Interesante, son habilidades que hay que entrenar y poner en práctica, sólamente con la experiencia se aprenden.

Mike Ellsworth's curator insight, March 6, 2013 10:59 AM

Another great find by Karen Dietz.

 

If you're not concentrating on storytelling on social media, perhaps this article will convince you.

 

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Your Fans Want to Know Exactly How You Did It - Business 2 Community

Your Fans Want to Know Exactly How You Did It - Business 2 Community | Just Story It Biz Storytelling | Scoop.it
Business 2 Community Your Fans Want to Know Exactly How You Did It Business 2 Community Allowing a portal into your process, your day-to-day, the story-boarding of what and how you do your work; even more, share extras about the senior and junior...
Karen Dietz's insight:

Be bold! Share your biz stories that are all about how you work. People love these kinds of stories. We call them backstories.


What I like about this article is that it's kind of cheeky and fun to read. And the author, Chris Abraham, goes into depth about the advantages of back stories. Plus he gives ideas for the kinds of stories to share. Yeah!


I like this statement, "Allowing a portal into your process, your day-to-day, the story-boarding of what and how you do your work; even more, share extras about the senior and junior staff beyond what their bio pages offer — those uptight, controlled, and boring bio pages."


And: "But before you balk, don’t worry: while you might feel like your process may well be mundane, obvious, and boring, it’s new, exciting, and revelatory to everyone else."


My hobby is hand-dyeing silk. When I was selling my hand-dyed silks at art shows, I put together a photo show that I loaded onto an electronic picture frame. I showed the entire process of hand-dyeing -- from selecting colors, to mixing dyes, to manipulating fabric, pouring the dyes, batching overnight, washing out excess dye, and then finishing the beautiful resulting garment for sale. It's a big hit and people loved to hang around the booth and watch the show. Then I was able to talk with them and sell them my pieces! (I'm still dyeing silk, but now creating pieces for clients as part of my biz story work).


Go have fun creating these stories. I know what a blast they are to create.


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

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Why Being REAL Matters More Than Being Perfect - esp. in biz storytelling

Why Being REAL Matters More Than Being Perfect - esp. in biz storytelling | Just Story It Biz Storytelling | Scoop.it
Karen Dietz's insight:

Storytelling is never mentioned in this article, but it is all about storytelling in business.


I so appreciate the author's point that being perfect -- giving that perfect presentation; telling that story absolutely perfectly -- has changed. Being a recovering perfectionist, I say "Thank heavens!"


For years as I've worked with leaders I have practically abandoned the perfect polished story, realizing that authenticity and realism will go much farther.


So you flub up a bit in telling a story. Your audience will appreciate your humanism.


As the author Rohit Bhargava says, just be yourself. You will have more fun and make a bigger impact.


There are lots of good insights and take-aways from this article so go take the time to read it. It's short and a nice emotional boost. Enjoy!


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

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Karen Dietz's comment, February 23, 2013 12:30 PM
Thanks for rescooping this Bill!
Jane Dunnewold's comment, February 23, 2013 7:14 PM
I like the validation of being authentic over being perfect. If we could move this direction in more arenas social, business and otherwise, I think it would result in a more grounded, settled environment, and in that environment, human beings thrive.
Karen Dietz's comment, February 24, 2013 12:08 PM
I so agree Jane. Creativity, art and innovation cannot thrive in a culture of perfectionism. This reminds me of many traditional arts where imperfection is built into the final work. Imperfections in the work actually lead us to be more curious about it -- always a good thing!
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One customer story sells, and another doesn’t. Why?

One customer story sells, and another doesn’t. Why? | Just Story It Biz Storytelling | Scoop.it
Karen Dietz's insight:

Hey -- what a great example that Michael Harris has put together for us! Here are two examples -- one of a story used in sales that DID NOT work. In other words, no sale resulted.


In the second example we have a story that DOES work -- resulting in a sale.


If you are incorporating stories into your sales process, then this post is for you. We need more examples of what works and what does not work in order to refine our storytelling and grow our businesses.


Enjoy this post and I hope you get some good ideas for how to tweak your stories for better results!


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

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Jeanne Melanson's curator insight, February 17, 2013 7:02 AM

This is a very good article.  For anyone who uses other people's stories and successes in your business, it's a must read.

corneja's comment, February 17, 2013 3:12 PM
Why the link doesn´t work in my case? I have tried to accede several times and always got a 404 Page Not Found! :-(
Karen Dietz's comment, February 18, 2013 9:03 AM
Hi -- don't know why the link doesn't work. Here it is again: http://insightdemand.com/uncategorized/customer-story-sells-doesnt-why/
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How to turn every sales person into a top story-teller

How to turn every sales person into a top story-teller | Just Story It Biz Storytelling | Scoop.it
Top Sellers are Great Storytellers: A simple framework for harnessing the power of anecdotesWhat sets top sales people apart?
Karen Dietz's insight:

Here is a niftly article that not only talks about the importance of storytelling in sales to boost the bottom line, but also includes a formula, and a free downloadable template.


Yeah!


The formula is pretty good. The only issue I have with it is that it still positions the company -- not the customer -- as the hero. We know that for max effectiveness, we want to make the customer the hero.


It is a subtle but important change -- because if the customer is the hero, your prospect will see themselves as the next potential hero. And your next customer. That is a good thing.


So how would you shift the formula given? In section 3, instead of saying "Working with their [key sponsor’s role], we helped them implement [brief description of our key capabilities] that allowed them to [brief description of benefits]" try this:


"Working with their [key sponsor’s role], our client was able to use our [brief description of our key capabilities]. As a result [share what THEY were able to accomplish] that allowed them to [brief description of benefits]."


That is only one suggestion. How else would you rewrite the formula to make the customer the hero of the story?


There are other good insights here and don't forget to download the free template!


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

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Edna Campos's curator insight, February 1, 2013 1:27 PM

Muy buen articulo..

Trumans's curator insight, February 10, 2013 2:49 PM

The human psyche is tuned in to story telling - that's why books, songs, movies and TV are so popular - everyone loves a story. The best thing you can do in business is to know your story and then share it in a continuously enthralling way.... a la Coca Cola...

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For B2B Marketers, Building Relationships Trumps Blanket Approach - Story & Marketing

For B2B Marketers, Building Relationships Trumps Blanket Approach - Story & Marketing | Just Story It Biz Storytelling | Scoop.it
Content marketing is moving up the chain in importance for marketers, and that holds especially true for those in the B2B space.
Karen Dietz's insight:

OK -- here's another back-end approach to why storytelling is critical in business2business (B2B) sales and where companies can leverage stories for maximum value.


Yes, we know that sharing stories is the best process a business can use for creating relationships.


This study show how to use those stories (see the second chart):

Creating content based on specific business needs and solutions comes out on top. 74% of respondents say they create content based on these. So focus your storytelling here!


The rest of the chart is just as helpful. Here are a few:

  1. Craft your stories specific to industries or company types you are targeting.
  2. Create product descriptions in the form of stories.
  3. Develop buyer personas and then tailor your stories to them.


The third chart explains the respondents long-term online marketing strategy -- and this mirrors the points above.


Now here is the kicker: over 50% of B2B marketers said they didn't really know who they were targeting, or who they could sell to. LOL -- some days I feel the same! If you find yourself in that place, you are in good company. 


The take away is to keep figuring these 2 pieces out as you fine-tune your marketing and your stories -- they do inform each other.


Overall, there is great information here to help you market better with stories in 2013.


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

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Storytelling in Fundraising: When Your Donor Responds with These Five Simple Words, You’ve Succeeded

Storytelling in Fundraising: When Your Donor Responds with These Five Simple Words, You’ve Succeeded | Just Story It Biz Storytelling | Scoop.it
Books and articles on storytelling and narrative in fundraising are proliferating nearly as quickly as bad storytelling and narrative in fundraising (could there be a connection?). In an effort to ...
Karen Dietz's insight:

What a great post that reminds us what is most important in our business storytelling and how to achieve it -- whether it be in fundraising, sales, or marketing.


Are you following the Golden Theme? The Golden Theme for stories is: we are all the same.


If you can express the Golden Theme and do what the author Eric Foley suggests, you will have the Midas touch. 


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

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Michael Katz's curator insight, October 6, 2013 7:33 PM

It's all about making connections.

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Tell Stories & You'll Boost Sales (Because of How Human Brains Are Wired)

Tell Stories & You'll Boost Sales (Because of How Human Brains Are Wired) | Just Story It Biz Storytelling | Scoop.it

"Storytelling appeals to how the brain processes information. Here's five ways to make that work for your business. (Business Storytelling: Do you tell stories about your company and products to appeal to customers?"


Hey folks -- while the how-to tips are nothing new, what I do like about this post is the example the author, Geil Browning, shares about her business Founding Story (one of the core stories every business needs to tell). She tells it in an engaging way, you can experience the difference it makes when she's talking with clients about the 'why' behind her business.


Yeah! I always like really good examples to share with you. And I am sure that Geil's sales do increase because she is willing to tell this story.


So try it out! Geil's story should give you some good ideas for how to get started and craft your story.


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

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Structure Your Presentation Like a Story

Structure Your Presentation Like a Story | Just Story It Biz Storytelling | Scoop.it
To win people over, create tension between the status quo and a better way.


Here is a quick and concise post on the essential elements of creating a presentation as a story from presentation master Nancy Duarte.


I love how she chunks the presentation down into manageable chunks and gives examples as we go along so we can really get it.


Now you have this template, there's no excuse for creating 'death by PowerPoint'!


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

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Giselle Hardt's curator insight, March 23, 2013 7:15 AM

Voici les principes que je ne cesse d'inculquer aux participants de mes formations...l'époque des présentations ennuyeuses et révolue, place au storytelling dans les présentations.

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To Successfully Launch A Product, You Have To Tell A Compelling Story

To Successfully Launch A Product, You Have To Tell A Compelling Story | Just Story It Biz Storytelling | Scoop.it
I'm still waiting for the company who will crack the code of storytelling — just like Vladimir Propp did for fairy tales — and get it right every time, with every product launch. (Image credits: Mario Lapid, Wikimedia Commons) ...


LOL -- this article heated up the Twittersphere last night, and with good cause. It's message is simple and clear: if you want lots of sales when you introduce a new product or service, you must tell a story!


For most of us, we've already figured that out. What I like about this article is that the author, Romain Dillet shares his experiences of new technology product launches from Apple, Samsung & Microsoft at recent conferences.


His conclusion? Apple definitely fell of the wagon and did not proivde a story. Microsoft definitely did not tell a story -- both of these companies defaulted to promoting product features. Boring -- as the author says!! He points out that being able to hold the new iPad in one hand is a 'use case' (how someone would use the product) and not a story. 


Samsung got closer. The author included a link to a Samsung commercial that was a story -- about the phones features, LOL -- I watched it and it sounds like an interesting 'use case' to me! The Samsung commercial is a fun poke at Apple, but the story line is all about the bigger screen and weight. That .is OK but it doesn't get the story job done.


OK -- so where does that leave us? 


To avoid defaulting to product features or use cases, for starters make sure your story has a problem and resolution. A challenge to overcome. Something meaningful to happen. 


Check out another article I curated with a great example so you can see exactly what I meanhttp://www.scoop.it/t/just-story-it?q=how+to+weave+a+story 


So who does tell great product stories? Nike and Lego come to mind. If I had more coffee this morning I'm sure I'd think of others.


In addition, the author cites someone near and dear to my heart -- Vladimir Propp from the Russian School of Folklore who published The Morphology of the Folktale in the 1920s. Propp was the first to diagram the common structure of fairy tales which Joseph Campbell, Chris Vogler and others have used ever since. Anyone who cites Propp in an article gets a gold star from me!


Overall, even though the examples Dillet gives don't quite hold up 100%, there are still lots of good insights here that make this worth reading.


And yes, every successful product lauch does need a good story!


Do you have a good example to product launch + story to share?


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

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Social Persuasion: How to Move People to Action | Social Media Examiner

Social Persuasion: How to Move People to Action  | Social Media Examiner | Just Story It Biz Storytelling | Scoop.it
Social Media Marketing Podcast 008: In this episode Derek Halpern talks about how the power of persuasion moves people to action.


No doubt about it -- the toughest part in crafting effective business stories is the ending.


In other words -- your key message along with the words and phrases you use at the end to move people to action. That is the point of business stories, isn't it?


We all need help with this and it is not all that easy to do. So while this article and podcast doesn't have stories or storytelling in its title or text, it is undeniably about business narratives -- and how to have them work for you.


Just keep it authentic folks. It is easy to turn storytelling into manipulation. It's a fine line to walk. So pay attention to that dynamic and keep trying to do your best.


Read this post, listen to the podcast, and keep mastering how to (authentically) move people to action with your stories.


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

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