The story model created by the powerful hidden story structures all great stories have in common.
In the previous story course article, I talked about the Storywheel, which brings all of the great stories together into one grand design that reveals the evolutionary passages that once took us to a very high state of consciousness, and can now help guide us back to that extraordinary lost psychological Camelot.
In this article, I will introduce you to our story model, The Golden Paradigm, and the powerful hidden structures that created it – which in turn are the same hidden story structures that all the great stories have in common. After that, in future articles, we will begin our step by step journey from the inspiration to the final draft and explore in depth each of the Golden Paradigm’s hidden structures and how to use them to create a great story with a truly unique metaphor.
Bubbles is a web application that can be used to create quick presentations in the form of attractive notes, a collage or a hand drawn letter. What makes Bubbles quite useful is its easy access from any kind of desktop or mobile platform...
“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole,” an HBS professor named Theodore Levitt famously told his students.
“Don’t sell one-size-fits-none products,” he said. “Instead, find the job your customer is hiring your product to do”.
To illustrate the “jobs-to-be-done” method of marketing, Professor Christensen told the story of milkshake development (which he also described in this fascinating HBR article)
"Job-defined markets are generally much larger than product category–defined markets.
Marketers who are stuck in the mental trap that equates market size with product categories don’t understand whom they are competing against from the customer’s point of view.”
In the pursuit of new products and new features, there is value in understanding the “jobs-to-be-done”.
Too often, marketers get wrapped up in the features and functions of their products, rather than solving the actual problems of the consumer. That leads to a lot of one-upmanship versus competition and over-bundled products that don’t handle any one feature particularly well.
Marketers also tend to average out all of the feedback from consumers, ending up with one-size-fits-none products.
Finding your authentic brand’s story isn’t a luxury for the touchy-feely. Given our overloaded channels of communication and the general lack of trust with advertising messages, finding your brand's true emotional core and expressing it through your brand’s story is essential.
First, know what you're looking for.
Ask any storywriter "what are you trying to say through your story?" Chances are you’ll get some expression of their worldview or values. Ask a marketer and you might get something resembling an elevator speech. Brand stories are very different and far more powerful than that.
Corporate communicators, think of yourself as storytellers if you want people to remember your brand, products or executives.
"If you want to control a message, you need to tell a story. If you want to create change, you must tell a story."
That was the message that Justina Chen, an author of books for young adults and formerly executive communications manager at Microsoft, had for an audience of communicators at Ragan's Role of Communications in Creating Best Places to Work conference at SAS headquarters. Rather than labeling yourselves communicators, she told them, think of yourselves as storytellers.
Why is storytelling so important? Citing research from John Medina's "Brain Rules," Chen said stories that evoke strong emotions help people transfer information from short-term memory to long-term memory. People tune out to speeches every eight minutes or so; stories pull them back in.
Chen detailed ways communicators can become better storytellers themselves, and can turn their managers and executives into better storytellers, too. Here are seven of the biggest transformation tips:
This guest post from James Gurd discusses why social media is an important part of SEO and how Google Analytics Social reports can help.
From The Article: "Social media signals started to play a part in search engine algorithms back in December 2010 but it wasn’t until 2011 that the likes of Google really started to pay attention and dedicate more effort to indexing social content and using social signals to boost content in search results. For a neat history of Google algorithm changes, turn to SEOMoz.
Furthermore, as Google ploughs on with its paid inclusion Armageddon, less and less organic content is appearing above the fold.
This means web marketers need to think of SEO in broader terms – not focussing on keywords and markup, but rather using content to excite customers and encourage them to click and share. This will tick the current SEO box but also help ensure there is a level of protection when and if pure SEO experiences diminishing returns.
So, Which social signals currently influence search results?
With over 200 search signals and constant changes, it’s hard to be precise. However, there are some key signals that are worth noting".
Instagram is on the bullet train for total photo-marketing domination, and with its user base expanding faster than the universe, it provides a cornucopia of opportunity for B2B marketing. Its simplicity allows for a wide variety of applications and it is quickly becoming an essential element to any successful visual content marketing strategy.
In this Infographic Marketo explores the budding social photo-sharing site turned marketing platform and how it can give your company and business an edge in generating leads and promoting your brand.
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.