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  619-235-0052
Curated by Karen Dietz
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The Art of [biz] Storytelling

The Art of [biz] Storytelling | Just Story It! Biz Storytelling | Scoop.it
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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4 Steps to Create a Social Listening [+ Story] Strategy

4 Steps to Create a Social Listening [+ Story] Strategy | Just Story It! Biz Storytelling | Scoop.it
Is your business thinking about social analytics?


We know listening is the foundation skill for being able to tell compelling stories (see other articles on listening in this collection).  In this article it is now linked to effective marketing and building effective social media strategies.


I like what the author has to say, "Why? Because listening is an ongoing process that is necessary to keep a strategy fresh and competitive. It enables decision-makers to find and better understand opportunities and stakeholders."


Combine your technical listening (analytics) with your person-to-person listening and you've got a winning combination.  


Listening well (tech & people) not only informs your marketing strategy, it also allows you to know which story(ies) to tell when, creating even stronger connections with your audiences.  


What is your listening strategy for 2012?

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10 Business Storytelling Tips that Work

10 Business Storytelling Tips that Work | Just Story It! Biz Storytelling | Scoop.it

"When you hear, "tell me a story," does your mind suddenly go blank? Don't panic. Do you know that the best corporate leaders liven a business presentation with a story, but you don't know how? Don't worry."


Here's quite a nice list of 10 tips to follow to get you started sharing your biz stories, and to move you from being a good storyteller to a great one.


The only tip I would add to make #11:  build your listening skills.


Without decent listening skills, business storytelling is a disaster.  There are several great articles on listening in this collection so just search under the tags to get started.


May 2012 be the year of fabulous business story sharing!

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Business storytelling and the law of diminishing return

Business storytelling and the law of diminishing return | Just Story It! Biz Storytelling | Scoop.it
Business storytelling like everything in life is subject to the laws of diminishing returns. End your story at the right point, at the top of the curve and you get the optimum results for your story.


Ahhhh -- story endings! They are tough to craft and take practice to get them just right.  Here's a quick article with insights and sage advice.

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15 copywriting [story] formulas that sell like gangbusters

15 copywriting [story] formulas that sell like gangbusters | Just Story It! Biz Storytelling | Scoop.it

In the world of copywriting, there are plenty of arcane formulas. Some are useful. Some are absurd. But all of them are interesting. I’ve collected copywriting formulas over the years and would like to share 15 of the very best.


Now here's a list of writing formulas that could easily be used to structure your biz stories, or used to structure marketing pieces where you add a series of mini-stories!


What a great post to get our creative juices flowing.  And I like that these are proven formulas. I'm taking this post with me to my 2012 biz planning session and will pick a few to use in next year's marketing & story campaigns!

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Crafting Brands Through The Power of Story

Crafting Brands Through The Power of Story | Just Story It! Biz Storytelling | Scoop.it

However, the stories that have the most long-term impact are those that are emotionally charged with some value or belief that resonates with us: persistence pays, love makes the world go ‘round, crime doesn’t pay etc. This is often referred to as the story’s theme or message, and the more unique the theme, the more powerful the story.


Here's the link that works! 

http://www.business2community.com/branding/crafting-brands-through-the-power-of-story-098981


What I really like about this article is how the author talks about the need for story themes in branding. This is key to creating a brand strategy built in story sharing.


As the author says, "Many brands fall short of story theming in the truest sense of the word. Keep in mind that a story theme idea is different from what many refer to as an advertising theme line. In fact, many and arguably most so-called theme lines are promises or benefit claims. They have nothing to do with a universal belief with which audiences can identify or rally around. Many advertising theme lines would be more accurately labeled 'plot lines.' "


Read more to gain insights into story branding themes and how to make them work for you in 2012. 

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Why Transmedia Storytelling Matters To Your Brand | Story and Narrative

Why Transmedia Storytelling Matters To Your Brand | Story and Narrative | Just Story It! Biz Storytelling | Scoop.it
Brand storytelling that moves seamlessly from one communication channel to another is now an absolute must. Revealing an engaging new layer of the story on each channel is the brass ring.


Ooooohhh, articles like this make me crazy! The language is all about transmedia storytelling.  Now, transmedia storytelling (telling a story across different communication channels) is very valid. But articles like this are misleading.


The author here is simply talking about having a good marketing plan with a consistent story/message across different media.  Yes! That is what we all need to do -- layer our business stories in consistent ways across different media. But calling a solid marketing plan transmedia storytelling is a mistake. If you really want to learn more about how you can use transmedia storytelling in your marketing, read the other articles I've curated here on that topic.


So beware of articles wrapped in sheep's clothing (to reference an old tale) like this one.


Thanks to fellow curator Gregg Morris @greggvm for pointing me to this article.

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Storytelling is the key to good business writing

Storytelling is the key to good business writing | Just Story It! Biz Storytelling | Scoop.it
Storytelling is the key to good business communications, says Veit Etzold, program director at Berlin's European School of Management and Technology...


Do you have website text, promo literature, articles or blog posts to write? Then remember that storytelling is the key to good business writing.  


Here's what I love about this article: "People love a good story because it is entertaining and captures the imagination. Yet this message has obviously not reached the ears of many corporate writing staff. Every day we are bombarded with boring corporate announcements and snore-inducing reports. Some may argue that it is difficult to present technical information in an entertaining way. But the fact is, the more abstract the product, the more important it is to make it more palatable by wrapping it in a compelling story."


If you are working in a company, upgrade your communications through using stories.  If you are an entrepreneur or sole proprietor, make sure your biz stories are part of everything you write.


Let's grow your biz in 2012 using stories!

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3 Ways Your Compelling Story Gets You Clients

3 Ways Your Compelling Story Gets You Clients | Just Story It! Biz Storytelling | Scoop.it

"Many of us entrepreneurs are drawn to our particular profession by a specific defining moment or series of events that changed everything in our lives."


In this article we have a great example of a business' founding story -- i.e. what got you started.


I love how the author shares her story and talks with us about how you, too have a similar story.  She then poses several questions to help readers find their compelling story.


In articles about business storytelling, not enough attention gets paid to crafting this particular core story -- which is why I've added it to the collection here.


You will get some good insights and ideas from reading this article.

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Ten Learnings On How #Cool Youth Brands Behave « Dan Pankraz Vs ...

Ten Learnings On How #Cool Youth Brands Behave « Dan Pankraz Vs ... | Just Story It! Biz Storytelling | Scoop.it
Leverage MYTHOLOGY and MYSTIQUE in your brand narrative. One of my favourite Aussie brands is custom motorcycle brand Deus Ex Machina. They do a brilliant job of building an interesting, discoverable story around the ...


Well, this is a pretty cool article about appealing to GenX & Millenials with a mix of story tools, social cause marketing, being original, creating mash-ups, and stimulation.


Very thought-provoking and idea generating with examples too. And it sounds like a ton of fun! Build on these 10 principles to remain engaging, on the cutting edge, and keep your business growing.

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How to Make Almost Every Article You Write Go Viral -- 3 Tips Using Stories

How to Make Almost Every Article You Write Go Viral -- 3 Tips Using Stories | Just Story It! Biz Storytelling | Scoop.it
Is there are sure-fire approach to making every article you write go viral online?


What a useful article! Don't we all wish our blog posts would go viral? Well, stories are the way to help that along.


Not only does the author make great points about using stories to create sharable material, he also gives several examples from his own 'gone viral' posts.


Don't forget to read all the comments to this blog post also -- there are more great insights there!


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4 Key Elements for a Viral Video | Jeffbullas's Blog

4 Key Elements for a Viral Video | Jeffbullas's Blog | Just Story It! Biz Storytelling | Scoop.it
Has the formula for a viral video been discovered?


Yes, according to the author. This is another great post from social media guru Jeff Bullas.


This is a very thorough article that will have you re-working your business stories so they go viral.


The author breaks down the components step by step, with practical ideas for incorporating the actions into your material.


Go read this post that takes all the mystery out of what makes a video/story go viral. I'm looking forward to working with his advice and seeing what happens!

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The Awesome Power of Family in Social Media Storytelling

The Awesome Power of Family in Social Media Storytelling | Just Story It! Biz Storytelling | Scoop.it
In honor of Thanksgiving, I wanted to write a post about the power of family in social media storytelling. And as you site down to whatever celebration you embrace, think about the videos below and what they evoke within you.


I love this article because of the points it makes about social media and your business stories.  For example: "But first, remember that the goal isn’t to be good at social media. The goal is to be good at business because of social media."


And then: "We want to do business with what we know, like, and trust. Social media can be used to increase the degree to which we know, like, and trust companies."


The article then goes on to demonstrate how a delicatessen in Phoenix, AZ has used stories of its founders to create a loyal customer base.  There are 4 videos to view in the article and I'll let you determine if you think they work or not.


But what I do like is the author saying, "The More You Sell, The Less You Sell...What I love about these videos is that they don’t devolve into promotions-based drivel. There’s no coupon. There’s no “35th Anniversary Special”. There’s not even a call-to-action."


As consumers, we are all becoming jaded about marketing, branding and sales.  So keep this in mind as you create your business stories.  The points above and others in this article may be well worth following.

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Dea Elmi's comment, November 26, 2011 11:38 AM
Wow! Awesome just what I needed for some research and presentation I am working on, thank you! :)
Karen Dietz's comment, November 26, 2011 12:37 PM
Glad it came just in time Dea! Let me know how the presentation goes :)
javiergil23's curator insight, February 23, 2013 10:10 PM

add your insight...

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Content Marketing Storytelling: Secrets from the Big Screen | Content Marketing Institute

Content Marketing Storytelling: Secrets from the Big Screen | Content Marketing Institute | Just Story It! Biz Storytelling | Scoop.it

In this video post, Robert Rose, co-author with Joe Pulizzi of 'Managing Content Marketing,' discusses what brands can learn from big-screen storytelling, as well as from Joseph Campbell: creating 'heroic' content that speaks to your audience such...


OK -- I like this article and video, and I don't like this article and video.  


Here's what I like:

  1. The video contains a very thorough description, with great examples, of the hero's journey and how that can be applied to creating your company's brand story.
  2. The advice on the video is to not slavishly follow the hero's journey script, but to understand the map and then apply the elements you need to improve your storytelling.
  3. If you watch the video, you will get ideas for how to tell your brand story better.


Here's what I don't like:

  1. The fact no one tells you: Joseph Campbell and Chris Vogler's works (talked about in the video) are based on the work of Vladimir Propp of the Russian School of Folklore in the 1920s who diagramed the pattern of elements continually present only in the folktale (The Morphology of the Folktale, 1928).
  2. Propp only dealt with the folktale, and there are many other different genres of storytelling and storytellings structures that make up our world. 
  3. So there is much more to storytelling than the folktale and the hero's journey. It's great to know this information, just realize it is not the whole enchilada.
  4. The Hollywood model of storytelling will only take you so far.  Hollywood stories are great entertainment, but in business we need to move people to action. Business stories are structured slightly differently at the end -- we add an interpretation, suggestion, call to action to help our audiences take the next steps.
  5. I am bothered by the tone of the entire post and video -- their advice feels contrived and the resulting storytelling feels like it will be fake.


You can take this material and tell wonderful stories.  But here are the kicker questions for 2012:

  1. Are your stories creating connection and conversation with your customers or are they only broadcasts?
  2. Do your customers play a major role in your story or is it all about you?
  3. Do your stories show your products/services helping others?
  4. Is there anything moral going on in your stories?


I ask the last question because are you simply telling stories to sell an image, or are your stories uplifting, enobeling, helping others, and creating win-win-win experiences (win for you, win for your customer, win for the world)?


Let's make 2012 the year where the sharing of our stories does more than sell an image. Let's be think, dream, and do bigger.


Thank you to fellow curator Guiseppe Mauriello for sending me this article.

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Essential Skills for 21st Century Survival: Part 6: Storytelling

Essential Skills for 21st Century Survival: Part 6: Storytelling | Just Story It! Biz Storytelling | Scoop.it

"In today’s polarized and fractured narrative landscape, the winners are those who can get above the noise and weave new mythologies that act as a beacon of light for the path ahead."


THE ORIGINAL LINK IS BROKEN! HERE IS THE NEW ONE: http://emergentbydesign.com/2011/12/10/essential-skills-for-21st-century-survival-part-6-storytelling/

How here's some great food for thought about storytelling, how our cultural landscape is changing, and new stories that are emerging via businesses. The author suggests we've fallen into a myth gap.  As the author says, "People are disillusioned and lacking trust, and a new story infused with simplicity, aesthetics, beauty and grace will go far."


Are your stories big enough? Are they sustainable over time and space? Do your stories touch on the qualities the author lists?


I would love to know what do you think about this article & video and how it might shape your thinking/actions in 2012.....

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Your Visual Brand Begins With You, Not Your Graphic Designer ...

Your Visual Brand Begins With You, Not Your Graphic Designer ... | Just Story It! Biz Storytelling | Scoop.it
But before you can expect a graphic designer to work his magic, you need a script, or brand narrative. If you can't afford to hire professional to help you define and craft a written brand narrative that describes the qualities and ...


Oh, truer words could not be said! Here is another reason why crafting your business stories is so critical to marketing and branding -- they provide all of the key elements a graphic designer needs to craft your branded look.


Your business stories, if crafted well, are chock full of visual imagery. That's food for the graphic design gods! Don't give them an empty plate and expect miracles.


Read this article for more tips and insights.  

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Five tips for creating a killer corporate narrative

Five tips for creating a killer corporate narrative | Just Story It! Biz Storytelling | Scoop.it
Every organization must have something to say. We call this its ‘corporate narrative’. Here's how to create one for your organization.


Here's another take on what qualities to consider when crafting your business stories.  I like this list because it has a few different twists on the topic than what you normally hear. Such as:

  1. Make it big (who needs a small story about a tiny step?)
  2. Connect to a megatrend
  3. Build a narrative that can last long term

There are other tips and insights here that make this an enjoyable read.  And I hope it sparks some ideas for you!

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The Power of Persuasion: Storytelling & Personas in Content Marketing

The Power of Persuasion: Storytelling & Personas in Content Marketing | Just Story It! Biz Storytelling | Scoop.it

UPDATED LINK: http://www.toprankblog.com/2011/12/storytelling-persuasion-content-marketing/     Marketers can get tactically proficient and even scientific about SEO signals, social technologies or information distribution platforms, but in the end it’s an understanding of those customers and what influences them that helps most with the process of persuasion.


In figuring out which business stories to tell, a critical part of the equation is figuring out who your audience is. This article contains excellent questions and how-to steps to determine which stories to tell to whom.


Creating marketing personas is big in marketing these days. I've done it and it is very helpful. Consider them another tool in your marketing toolkit. As the author says, "Those stories that are tailored specifically for the personas for each major segment of the target audience can provide the information and inspiration needed to make fundamental changes in their awareness, perception, acceptance and transition to the desired outcome."


Read this excellent article on how to develop your customer personas and develop more profitable relationships with them through the stories you tell.

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6 Steps -- How to Master the Art of Storytelling to Increase Social Sharing

6 Steps -- How to Master the Art of Storytelling to Increase Social Sharing | Just Story It! Biz Storytelling | Scoop.it
Learn the art of telling a story with your content, and see more success with your social media marketing.


How here's a great and quick article linking storytelling to social sharing on the Internet.  I love the 6 steps the author suggests taking -- they are spot on.


Create better shareable content through stories! This article will give you plenty of ideas for how to do so.

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Use Storytelling To Send Your Message: Selling More with Great Content

Use Storytelling To Send Your Message: Selling More with Great Content | Just Story It! Biz Storytelling | Scoop.it
When it comes to marketing, storytelling is the most powerful tool at your disposal.


That is so true! This article has great points to make in the beginning.  Later in the article the author talks about using mini-sagas (50 word stories) and gives some examples.  That I'm not too sure about, but thought it important enough to add to this collection.


The author also makes the assertion that PowerPoint and Keynote are great tools to use to start sharing stories.  Well, since death by PowerPoint is the norm, I am leary of that statement.  PowerPoint forces the brain to organize material in ways counter to narrative.  The doesn't mean you can't use it for storytelling, just realize it is harder to do. Enough said.


Read the article and I'd love to hear your thoughts about the 'mini-sagas' stuff.  You can always comment below, or send me Twitter/Facebook/Google+ note!

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8 Master Storylines For Business Storytellers, Part 1 - Forbes

8 Master Storylines For Business Storytellers, Part 1 - Forbes | Just Story It! Biz Storytelling | Scoop.it

"Curator's note: breaking my rule about curating only material from the last month because I think I missed this valuable piece the first time around:

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It’s really hard to find successful plots for business narrative necessary for strategic public relations, crisis management, Internet strategy, advertising, treks through the social media landscape, and other business communications functions. Here’s the CliffsNotes version of developing a narrative around your business strategy."

 

I missed this too! Thanks Kat Hansen (@astoriedcareer) for digging this out again and sharing. It's definitely worth it.

 

For my readers -- some of these storylines have been covered before, some are presented in more interesting ways that will get you thinking differently or spark new ideas. In any event, it's a great article.  Enjoy!


Via Kathy Hansen
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Launching a New Story With an Old Brand — Old Spice Continues to Win With Ad Spoofs

Launching a New Story With an Old Brand — Old Spice Continues to Win With Ad Spoofs | Just Story It! Biz Storytelling | Scoop.it
[youtube]http://www.youtube.com/watch?v=owGykVbfgUE&feature=channel[/youtube]Old Spice was your...


Do your stories need a facelift for 2012? Then consider the trick Old Spice used -- re-telling its old stories through humor and parody. Could be a lot of fun and a great way to kick-off your 2012 marketing.


It might not work for everyone, but take a lesson from the Proctor & Gamble playbook on how to reconfigure your tired old stories into new gems. Read the author's sage advice, and watch the current Old Spice for some chuckles (and ideas!).

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“The Ordinary Girl”: Taylor Swift and the Phenomenal Power of Story

“The Ordinary Girl”: Taylor Swift and the Phenomenal Power of Story | Just Story It! Biz Storytelling | Scoop.it

"What our customers want more than anything else is a sense of intimacy, a personal connection with you and your product or service. And how do we do that? Through telling our story. Story, you realize, is not just a verbal event; it's a whole framework of identity -- including your service or product, your unique message, visual images, and supporting actions."


Yeah! Author Julie Bruce really gets it! This article is great because Juliet clearly articluates how country music singer Taylor Swift uses the power of story to be authentic and build a loyal following.


This is a fabulous how-to articule using Swift as an example. The author deconstructs how Swift makes story work for her, and gives you tips for taking action.  It is well written, with terrific points that will generate ideas for your own business.

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julietbrucephd's comment, January 7, 2012 1:51 PM
Thank you very much for finding my blog, Karen.
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What Are The Key Ingredients for a Great Marketing Story?

What Are The Key Ingredients for a Great Marketing Story? | Just Story It! Biz Storytelling | Scoop.it

Excerpted from the article: "When you are writing a story for a web or print ad, you need a different approach than if you are writing a novel or even a short story.


You’ve got a limited amount of both space and reader attention to work with, so you have to accomplish a lot in a few words.

 

A novelist can take many pages to establish a character, but you have to do it in a few words. You can’t spend a lot of time setting up a situation or conflict, either.


Here’s are some ways to get around those limitations:

 

1) Use characters and problems already familiar to the reader. Roles like demanding customers, fussy kids, or impatient bosses don’t need a lot of description. They can convey a lot of information in a succinct way.

 

2) Be specific. The protagonist of the story should be much like the targeted buyer. Just as a smart missile homes in on a specific target, you need to shape your story to persuade a well-defined customer."

 

Read the other ones in the original article here: http://www.copyblogger.com/weapons-grade-copy/ 

 

Thank you Robin Good @RobinGood for the review & sharing this article!


Via Robin Good
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Sarah Miller's curator insight, March 11, 2013 11:21 AM

I also enjoyed this article because it was focusing on writing for the web in a marketing style. Since I am majoring in business marketing at Olds College this article really grabbed my attention and pulled me in to continue reading on what the key ingredients are to a great marketing story. 

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Where to Find Stories in Your Business That Will Get You Media Attention

Where to Find Stories in Your Business That Will Get You Media Attention | Just Story It! Biz Storytelling | Scoop.it
(Second in a series.) When clients hire us to promote their business, they usually have the idea that we’ll be able to convince not only the local newspaper, but also the New York Times and USA Today that their small business is ...


OK -- you are sharing your business stories to grow your business.  But are those stories going to grab you media attention?


Read this article to find out, and then follow the story tips so your business can gain the attention it deserves (and grow even more)!

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